TLDR: Google Analytics 4 (GA4) now combines observed measurement with modelling where direct observation is limited. Google’s behavioural modelling is subject to eligibility thresholds, including at least 1,000 daily users who have granted analytics consent and sufficient denied events over the required periods. This means many lower-volume websites may not qualify for behavioural modelling. Across
Businesses are investing across more channels than ever, but many still struggle to answer a simple question: what’s actually working? That gap is what sits at the heart of modern marketing attribution challenges. As customer journeys become less linear, attribution has become harder. A single conversion might involve paid search, organic content, social media, email,
Every marketer wants their ad spend to work as hard as possible. But one of the most overlooked decisions in paid media isn’t the creative or even the budget – it’s the bidding strategy. Understanding programmatic bidding is becoming increasingly central to getting that decision right. Programmatic bidding and manual bidding sit at opposite ends
Every marketing team wants the same thing: to know what’s working, spend smarter, and grow faster. But for many businesses, the data that should be making that possible is doing the opposite. When your marketing data isn’t reliable, every decision built on it carries risk, and most of the time, you won’t know until the
Every marketing team wants to know the same thing: what’s actually working? You’re running paid search, social ads, email campaigns, maybe some offline activity too. Leads are coming in, sales are happening, but when it comes to pinpointing which channels deserve the credit, things get murky. Someone clicked an ad. Then they Googled you. Then
Marketing teams are generating more data than ever, but that doesn’t always mean better decisions. With information coming from multiple platforms, it can quickly become difficult to see what’s actually driving performance. Without a clear way to organise and interpret this data, businesses risk focusing on the wrong metrics and making decisions based on incomplete
Paid advertising generates clicks, but it’s often the conversations that reveal the true buying intent. When customers pick up the phone after engaging with an ad, they provide direct feedback on what matters most, whether that’s pricing questions or product comparisons. Capturing and analysing these interactions alongside PPC data can unlock a deeper level of
Call attribution is the process of tracking which marketing activity generates inbound phone calls and linking those calls back to specific campaigns or touchpoints. For businesses that rely on enquiries over the phone, it’s essential to understand where calls originate to measure performance and prove return on investment. As customer journeys become more complex, and
Phone calls remain one of the most valuable sources of leads for local businesses, but they are often the hardest interactions to accurately measure. This is because when enquiries happen offline, it can be difficult to connect them back to the marketing activity that drove them. Without proper visibility, teams risk relying on incomplete data
With so many moving parts and decisions to make, planning a marketing campaign can feel overwhelming. But success comes from a clear strategy, a deep understanding of your audience, and the ability to measure and optimise performance at every stage. This guide breaks down the steps needed to create a campaign that delivers results. From