Insights

GA4 is a powerful and broadly accessible tool, allowing users to start collecting web analytics data, analyse that data and uncover valuable insights to fuel business decision making with minimal initial setup.  That said, an out-of-the-box GA4 configuration will leave much to be desired. While in-property setup guidance and support can help get a new GA4 property up and running, tailoring the in-property configuration settings to suit specific business needs, and to unlock GA4’s full potential, isn’t as straightforward.  A common pain-point amongst GA4 users and something we frequently uncover during GA4 […]

There is no doubt that content marketing is evolving and therefore how we measure performance needs to adapt accordingly. This article reviews essential performance metrics you need to monitor, including long-standing measures as well as new ones shaped by AI-driven search. What is content performance?   Content performance simply measures how well digital content, like blog […]

October 2025’s edition of BrightonSEO concluded on Friday (24th October), rounding out the world’s largest search marketing conference until the next event in April 2026.  Being the world’s largest search marketing conference, the “SEO” portion of BrightonSEO tends to steal the limelight, with talks, trade stands and a highly regarded keynote dedicated to all-things SEO.  […]

Google Analytics 4 (GA4) is a powerful analytics platform, capable of collecting, reporting on and storing data related to a website or app. It’s a highly accessible platform, straightforward for users to adjust data collection settings, create and customise reports, and otherwise access valuable digital performance data on the fly. As such, ensuring that you […]

On the 11th March 2025, those of us using Google Tag Manager (GTM) received an email from Google, explaining that GTM would start automatically loading Google Tags before any Google Ads or Floodlight tags send any event hits to their respective platforms.  The change is due to be rolled out on the 10th April 2025, […]

Introduction Google Analytics 4 is a powerful tool, relying on its event tracking to track the user actions that matter to website owners and marketers. A shift away from the session-based tracking of Universal Analytics, as users traverse a website, navigating between pages, scrolling and performing desirable, business-critical actions, these are recorded as hits. These […]

In digital marketing, it’s commonplace to have more than one platform collecting data about your digital users and customers. Analytics solutions like Google Analytics 4, advertising platforms like Google Ads, and a CRM like HubSpot all collect data about those that interact with your business in some form, often at various stages of a customer […]

By nature, the digital marketing landscape evolves significantly each year, with advances in technology, changes in consumer behaviour and the macroeconomic environment changing how marketers approach the gathering of marketing insights, web analytics and the development of marketing strategies.  Staying ahead of the curve in these areas gives marketers a significant competitive edge over those […]

Google Analytics 4’s standard, aggregated reports give you a strong understanding of the metrics that matter the most to your business, giving you the freedom to plot, sort and filter different metric and dimension values to gain insight.  However, for more advanced queries that require reports with combinations of metrics, dimensions and segments not available […]