Data and tracking insights
Data and tracking are the backbone of every high-performing marketing engine. Without clean data, reliable attribution, and clearly defined metrics, even the best campaigns fall short. In this category, we break down how Marketing Managers, CMOs, and Founders can build a data setup that drives clarity and smarter decision-making. From analytics frameworks to event tracking, dashboards, and measurement strategies, these articles help you turn raw data into insights that directly support growth, revenue, and long-term performance.
How to use Hotjar for conversion optimisation in 2025
Learn how to use Hotjar in 2025 to find friction, fix leaks in your funnel, and grow conversions. A practical, data-driven guide for busy marketers.
Read more >
GA4 without cookies: does it work and is it legal in Belgium?
Wondering if GA4 requires cookies or consent in Belgium? Learn how GA4 works with and without cookies, what GDPR allows, and how to stay compliant.
Read more >
.jpeg){kind=small}
Performance Max explained: assets, audience signals, and control levers
Learn what Performance Max is, how it works across Google channels, which assets and audience signals to use, and what control levers still matter.
Read more >
What is the difference between GA4 and Firebase Analytics?
Understand the difference between GA4 and Firebase Analytics, when to use each, and how to set them up for accurate, growth-focused tracking.
Read more >
What is the page_view event in GA4?
Learn what the page_view event in GA4 tracks, how auto and manual pageviews work, key parameters, reports, and how to fix common tracking issues.
Read more >
What's the difference between GA4 and Google Tag Manager?
GA4 collects and reports analytics data. GTM is a tag manager that lets non-developers deploy and manage tracking tags without code. Comparison tips.
Read more >
How to exclude internal traffic in GA4 (2025 guide)
Practical 2025 guide to exclude internal traffic in GA4. Define internal IPs, set traffic_type filters, test with GTM or data layer, and fix common issues.
Read more >
What is llms.txt and how to use it
Learn what llms.txt is, why it matters for AI and search, how to create and test an llms.txt file, and best practices for LLM-friendly websites.
Read more >
why Google replaced Universal Analytics with GA4
Why was Universal Analytics sunset? Learn why Google moved to GA4, how it fixes privacy and cross-device limits, and steps to migrate without losing data.
Read more >
Direct sessions (direct/none) in Google Analytics explained (2025)
Why does Google Analytics show direct sessions? Common causes and practical fixes for untagged email, dark social and broken tracking.
Read more >
Autotagging in Microsoft Advertising: a step by step guide
Step-by-step guide to Autotagging in Bing (Microsoft Advertising). Learn how to enable UTM auto-tagging, choose replace or keep tags, and track campaigns.
Read more >
What is an engaged session in Google Analytics (GA4)?
Learn what an engaged session in GA4 means, how Google counts it, and practical steps to use engaged sessions to improve CRO, reporting and ad measurement.
Read more >Glossary terms
URL
A URL is the web address of a page or file. Learn how URL structure works, why it matters for SEO and analytics, and how to keep URLs clean and scalable.
Read more >Customer Relationship Management (CRM)
Customer Relationship Management (CRM) centralises customer data, aligns sales and marketing, and drives predictable growth for B2B and e-commerce teams.
Read more >Performance Marketing
Performance marketing is a results-based approach where you pay for clear actions like clicks, leads, or sales. Learn how it drives predictable growth.
Read more >Customer Lifetime Value (CLV)
Customer Lifetime Value is the total long term revenue from a customer. Learn how to calculate it and use it to scale marketing profitably.
Read more >Cost per 1000 impressions (CPM)
Learn what cost per 1000 impressions (CPM) means, how to calculate it, and how to use it to optimise awareness campaigns across channels.
Read more >