News, Articles & Knowledge

The digital landscape is subjected to constant change as a result of new technologies, trends and on-going changes to legislation/laws. The latest change to impact the industry is Consent Mode v2, which is coming from Google as a result of increased privacy concerns from users and emphasis on GDPR compliance etc.

Google’s introduction of Consent Mode v2 was rather sudden, with the implications of failing to comply being rather vague. With such a big technical change being sprung upon users within a short timeframe, it’s likely that not everyone will have a chance to implement this into their website and by the March 2024 deadline.

Data is at the heart of all business operations. We rely on numerous data points to gain an understanding of our audiences’ actions, which allow us to make informed decisions with future marketing efforts.

Accurate data is critical to make the right decisions in digital marketing. However, comparing data that has been collected within multiple platforms can lead to discrepancies in reported results. This can be frustrating for marketers because it brings a lot of questions. Why is this happening? Is my data accurate? How do I know which platform to trust? In this blog, we’ll cover the reasons behind discrepancies focusing on the most common platforms and where your source of truth should lie for accurate reporting.

The sunsetting of Universal Analytics (UA) is upon us, and the introduction of Google Analytics 4 (GA4) is leaving many marketers feeling uncertain and full of questions. We have previously covered the importance of transitioning over to GA4 and how it differs to its predecessor, but what about actually using it?

Having used Universal Analytics for many years, you likely know how to find the data you need in a pinch – source/medium reports, goal completions by page, etc. All of this information is still available within the GA4 interface, either by default or via custom report creations, so we’re going to guide you through everything you need to know to leave you feeling confident that you can find the data you need, come 1^st July 2023.

The world of online advertising often incites discussion on the ethical and legal responsibilities that said advertisers should uphold. We are at a pivotal point in online advertising, with lots of challenges being presented through current and upcoming technologies – the metaverse, crypto, NFTs, etc.

Westminster eForum’s recent conference focused on the next steps for regulations governing the online advertising industry within the UK, discussing priorities for the sector, its customers, and the public. I was keen to attend this event to gain further insight into how the UK’s regulatory bodies are operating to ensure a safer, fairer, and more transparent online advertising space. Here are a few key takeaways from the session which will either provoke thought or provide insight on the landscape of online advertising regulation:

Google Analytics 4 (GA4) is the latest property type available to Google Analytics users and is the successor to the popular Universal Analytics (UA) property. As discussed in our previous blog post, What is GA4 & How Will It Impact Your Business?, GA4 uses an event-based data model to track its user’s actions, and utilises “Data Streams” to connect all your data sources, such as website, iOS or Android apps, into one single property. GA4 aims to be more user-friendly by supplying you with a handful of automatically tracked events and “Enhanced Measurement” tracking, to automatically measure interactions and content on your site, such as file downloads, scrolls, etc., without the need for additional tracking code.