Category: data

What is it again? The TLDR version is that GA4 is the new (gold) standard for GA; it expands data collection and brings premium features to the masses. However, this isn’t just tinkering around the edges (I’m looking at you Universal Analytics),  it’s a complete rebuild and radical rethink of the platform. Implementing it is […]

The post CMOs: How to prepare for the GA4 switchover appeared first on Builtvisible.

Do you need to redo all of your Universal Analytics tags for the GA4 events, or can you import them? Unfortunately, you can’t import them and you will need to redo them. But I think it’s really important to bear in mind that many of the most common events are now implemented via Enhanced Measurement, […]

The post GA4: your questions answered appeared first on Builtvisible.

Site Search Reports Google Analytics contains four pre-configured reports for your search data: Overview: Top-level statistics, such as sessions with search, proportion of refinements, and proportion of exits. Usage: How searchers and non-searchers compare in terms of engagement and conversion. Search Terms: What terms your users have been searching for, and how they engaged with […]

The post How to get more actionable insights from your Site Search data appeared first on Builtvisible.

Finding the search parameter Both flavours of Google Analytics use the same core principle for tracking Site Search: detecting a search parameter in the URL. So, the first thing you need to do is find which query parameter on your site contains the search term, this is usually “q”, “s”, “query”, or something similar. If […]

The post How to set up Site Search in Google Analytics appeared first on Builtvisible.

Standardise your UTM parameters for more coherent campaign data Before we go into channel groupings themselves, it’s important to make sure the parameters used for all campaign data is coherent. We recommend keeping your mediums on par with the groupings Google Analytics supports, then adding more specific information on the campaign onto the optional fields. […]

The post Creating meaningful channel groupings for better data and insights appeared first on Builtvisible.

1. Broken campaign tracking You may already be checking for incorrect campaign tracking, by monitoring the amount of traffic assigned to (Other). But there’s another problem that often goes unmonitored – broken campaign tracking caused by malformed URLs. This often occurs when marketeers apply tracking parameters to URLs that already contain query parameters, such as […]

The post Google Analytics warning signs appeared first on Builtvisible.

Option 1: Geolocation APIs What if I told you that you could bring back the ‘Service Provider’ dimension in its entirety to your setup? It sounds too good to be true, but it is possible (with a small catch, but we’ll get to that in a bit). This notion is achievable using a geolocation Application […]

The post How to continue bot filtering without ‘Service Provider’ appeared first on Builtvisible.

Segmentation Segments allow you to group sessions or users based on specific behaviours performed. Segments enhance your ability to find insightful data on your users’ journeys when applied to reports, especially the ones I will be discussing with you today. Aside from enhancing your reports, you can also use segments themselves to analyse user journeys […]

The post Analysing user journeys within Google Analytics appeared first on Builtvisible.

Step 1: defining your consent groups Now, before we start thinking about implementation, the first thing you want to tackle is sorting all first- and third-party cookies on your site into consent groups. These classifications are essentially a list of categories that the site’s cookies can be sorted into, and each group should be as […]

The post A guide to Cookie Consent with Tag Management Systems appeared first on Builtvisible.

Are analytics cookies strictly necessary? Let’s start by addressing the elephant in the room: do I need consent for analytics, or is this just an advertising thing? Sadly, I’m not a lawyer, and I don’t know which legislation applies to you, so I can’t provide a neat answer to this one. But let’s be honest […]

The post The future of analytics in an opt-in world appeared first on Builtvisible.

Defining the strategy Probably the biggest challenge with building a strategy in a crisis is understanding what you’re solving for – your customer’s new needs – especially when the situation is as unparalleled as this one. But there is a wealth of information at our disposal, which often doesn’t get as much love as it […]

The post This crisis just tore up your marketing strategy. Where do data-driven marketers go from here? appeared first on Builtvisible.