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Google Analytics (GA) is the biggest player in the web analytics space. But dominance and reliability aren’t the same metric. Over the years, users have pointed out several major limitations in Google Analytics. Many of these are even more visible …
There was a time when website traffic came from a handful of well-understood channels: organic search, paid ads, social media, and direct visits. But over the past few years, that picture has changed. AI-powered platforms like Google’s AI Mode, ChatGPT, …
One morning, you open your analytics dashboard and see something every marketer hopes for: Traffic is up, not by a few percent, it has doubled overnight. For a moment, it feels like all your hard work has finally paid off. …
Google Analytics has been the industry default for years. But privacy-first browsers, consent requirements and a fundamental shift in how people discover websites through AI assistants are making it harder to trust GA’s reports. Here’s a look at the common …
Taking an ethical approach to data collection and user privacy has never been more important. Cookie banners, data breach headlines and increasing regulation have made users more aware of how their data is collected and used. This is evident from …
Pulling text from a blog to answer a user’s query, finding listings on an ecommerce website for gift ideas or performing multi-step research on complex topics: these aren’t human actions. It’s all from AI chatbots. These examples are just some …
When social media first emerged, its main function in business was to drive traffic to websites. Now it’s a space where brands build relationships with their audiences and influence consumer decisions. Deloitte’s 2025 State of Social Research found that 73% of …
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 …
Web analytics used to feel simple. You installed a tracker, watched your traffic go up or down, checked conversions, and trusted that what you were seeing represented real people doing real things on your site. If sessions grew, you assumed …
