If you cannot measure it, you are guessing. Marketing analytics, conversion rate optimisation, and funnel architecture turn intuition into evidence and evidence into better decisions.
The gap between good marketers and great ones is usually data literacy. Not dashboards and vanity metrics, but knowing which numbers actually predict outcomes and which ones just make reports look busy.
A data-driven attribution model uses machine learning to assign fractional credit to each touchpoint in a customer’s conversion path, based on the actual contribution of each interaction rather than a fixed rule. Unlike last-click or linear models, it weights touchpoints differently depending on how much each one influenced the final outcome, using patterns observed across…
Attention metrics measure whether an ad was actually seen and processed by a human, not just whether it was technically served. That distinction matters more than most media plans acknowledge. Viewability told us an ad had the opportunity to be seen. Attention tells us whether anything happened as a result. The gap between those two…
A CRO agency specialises in improving the percentage of your website visitors who take a desired action, whether that is making a purchase, submitting a form, or starting a trial. They combine qualitative research, quantitative analysis, and structured experimentation to find and fix the gaps between your traffic and your revenue. Not every business needs…
GA4 is not a new coat of paint on Universal Analytics. It is a fundamentally different measurement system, built on a different data model, with different defaults, different logic, and different implications for how you interpret your marketing performance. If you migrated to GA4 and simply recreated your old UA reports, you did the migration…
Cookieless attribution is the process of measuring which marketing activities drive conversions without relying on third-party cookies to track users across the web. It uses a combination of first-party data, privacy-preserving APIs, modelled signals, and statistical inference to build a picture of marketing performance that is both compliant and commercially useful. The shift has been…
The position based attribution model, sometimes called U-shaped attribution, splits conversion credit between the first and last touchpoints in a customer experience, typically assigning 40% to each, with the remaining 20% distributed across any interactions in between. It was designed to acknowledge that both acquisition and conversion moments matter, which puts it ahead of last-click…
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