Summary In today's episode, I answer Susan's question about whether qualitative or quantitative metrics work better for measuring content marketing. Here's what this means for you. You'll discover that both metric types form an iterative cycle where one spurs questions answered by the other, giving you a complete picture of your content's performance. You'll also…
Summary In today's episode, I walk through how to set meaningful Google Analytics goals for B2B businesses that have long, complex sales cycles. Here's what this means for you. You learn to focus on touchpoints inside the 90-day attribution window so your data actually predicts qualified leads. You'll also learn these concepts: how to track…
Summary In today's episode, I explore how much of your digital ad spend vanishes to fraud, bots, and blocked inventory. Here's what this means for you. You'll rethink whether your ad budget actually delivers sales or simply burns in a broken system. You'll also learn these concepts: why Augustine Fu's research suggests roughly 70% of…
Summary In today's episode, I explore how Google Analytics 4 handles attribution analysis and what it means for measuring public relations impact. Here's what this means for you. You gain a clear understanding of why traditional analytics undervalues PR and how to fix that measurement gap. You'll also learn these concepts: how GA4's data-driven model…
Summary In today's episode, I walk through UTM governance in Google Analytics 4 and explain why clean tagging matters more than ever under the new system. Here's what this means for you. You gain a clear framework for keeping your marketing attribution accurate in a platform that removed customizable channel groupings. You'll also learn these…
Andy asks, “I received a request yesterday for a report that “maps the correlation between the % of new and returning visitors onsite and the number of conversions, by day”. My first thought was to go into GA and create a couple of different views showing new/returning visitors and conversions. What do you think?” Can’t…
Summary In today's episode, I break down how to properly run a correlation analysis between new and returning visitors and conversions using Google Analytics data. Here's what this means for you. You'll stop chasing statistical rabbit holes by asking the right "so what?" question before diving into any analysis, ensuring your work drives real business…
Summary In today's episode, I announce the launch of Trust Insights' new Google Analytics 4 for Marketers course, built in direct response to overwhelming community demand for GA4 training. Here's what this means for you. You gain 5.5 hours of unconstrained, comprehensive training covering GA4 alongside its essential companions, Tag Manager and Data Studio, so…
