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In the past, most marketers relied on the now‑infamous third‑party cookies that tracked visitors across sites to personalise offers and attribute campaigns. But with major browsers now deprecating these third-party methods, attention is shifting toward first‑party data and cookieless approaches. …
“Attribution is dead.” That’s a sentiment we see echoed all the time within marketing circles. It’s tempting to believe this idea when marketers are struggling to prove the value of their efforts. Attribution models like last-click models overvalue the final …
AI assistants are reshaping web analytics. Learn why separating human traffic from AI traffic is now essential – and how privacy-first analytics like Matomo help you measure what truly matters.
Businesses are collecting more data than ever before — which is great as long as you can make sense of it. Unfortunately, many marketing, product and operations teams feel like they’re drowning in data. A good data analytics platform can be …
With growing privacy concerns and compliance requirements, many marketers hesitate to really dig into their data. But page views, bounce rates, and other basic metrics only show part of the picture. To truly understand your audience, you need to go …
Customer journeys aren’t linear. Even if the data shows they all converted through the same promotion, the path that took them there wasn’t. They zigzag through ads, emails, search results, landing pages and more. Yet many analytics tools don’t take …
Marketing managers often struggle to really understand how their campaigns are performing. Complicated analytics tools and confusing data can lead to decisions based on instinct or intuition instead of concrete insights. Adding to the frustration, the constant demands of data …
Choosing the right website analytics software isn’t just about tracking traffic. It’s about understanding your audience, protecting their privacy and making confident decisions with data you can trust. Choosing the wrong analytics platform can skew your entire marketing strategy. The …
Choosing between ecommerce analytics tools isn’t just a matter of capturing as much data as possible — although accurate data capture is undoubtedly essential. You must also consider how a tool analyses data and helps you turn insights into action. There’s the …
Marketers must reach the right person at the right time with the most relevant messaging. Customers now expect personalised experiences, which means generic campaigns won’t work. Audience segmentation is the key to doing this. This isn’t an easy process because …