Google is moving quickly to a future of data modeling. Here's how paid search marketers need to approach the analytics shift. There’s a lot going on in the world of Google Analytics 4 right now, as ...

In Google Analytics 4 (GA4), attribution models aim to answer one of marketing’s most persistent questions: which channels drive results? The catch is that different models can give you different ...

Conversion is usually preceded by several interactions with a website or an app. Attribution determines the role of each touchpoint in driving conversions and assigns credit for sales to interactions ...

Migrating your data to GA4 is not currently possible. Here's what you can do instead to prepare before the July 2023 deadline. As you’re preparing to set up Google Analytics (GA4), you’re probably ...

Data analysis is important for nearly every business. And while there are many tools on the market, perhaps one of the most popular is Google Analytics. A few years ago, Google released Google ...

Earlier this year, I had the privilege of serving on the organizing committee for the DataTune conference in my hometown of Nashville, Tenn. Unlike many database-specific or platform-specific ...