Marketing analytics
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What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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Tools and resources: Getting started with Google Analytics 4
A collection of all the tools and resources we've mentioned in our GA4 series, plus a few extra. We'll be adding to it in the future.
Google rolls out new features for GA4
GA4 adds real-time behavioral modeling, more customization and the Setup Assistant gets a big improvement.
GA4 Setup Assistant part 2: Getting started with Google Analytics 4
This GA4 assistant has tools to select goals you want to import, copy Google Ads links and add users who can access your current property.
GA4 Setup Assistant part 1: Getting started with Google Analytics 4
The GA4 Setup Assistant in Universal Analytics will help you migrate to the new tool if you manage the tags correctly.
4 common problems marketers and data analysts can solve together
Marketers and data analysts have distinct roles, but increasingly they need to work together to overcome obstacles.
UTM tagging: Getting started in Google Analytics 4
UTM codes, text you add to a link to gives you more information, are a key element to get the most from GA4.
Events and Conversions: Getting started in Google Analytics 4
In GA4 an Event is an interaction you want to track. Once you tag something as an Event, you then mark it as a Conversion to get it counted.
Customized insights: Getting started with Google Analytics 4
GA4's automated insights detect unusual changes in your data; custom insights can track your KPIs.
Data analytics: Your stack’s past and limitations
Understanding your martech stack's evolution makes working with data analysts more efficient.
Data-driven attribution: Getting started with Google Analytics 4
DDA looks at your website data and assesses the probability of certain channels influencing conversions.
Setting up your website: Getting started with Google Analytics 4
GA4 isn't yet ready to be your main analytics tool, so start practicing with it now.
Setting up goals: Getting started with Google Analytics 4
Universal Analytics' goals are called conversions in GA4. Here's how to organize them.
Redefine success: Getting started with Google Analytics 4
GA4 isn’t about page views — it’s about different types of trackable events which provide actionable data.
How to use AI to discover the causes behind customer actions
AI-powered causal analytics provides an alternative to A/B testing.
Pumpkin spice latte and the mystery of the missing consumer conversations
A lot of the public’s online conversations are now happening in not-so-public places like Slack, Discord and Telegram.
3 ways to do segmentation in Google Analytics 4
Learn how to create segments in GA4 through comparisons, explorations and audiences and when to use each segmentation tool.
PGA TOUR transforms fan experience, analytics and customer feedback
To boost their fan experience, PGA TOUR will identify macro trends, as well as implement personalization and improve other touchpoints using Qualtrics XM.
The only two things that matter in marketing
If you want more revenue and results from marketing, you need to develop experimentation and optimization processes. Here's why.
Only 38% of marketers very confident in their customer data and analytics systems
89% say customer data isn't readily accessible to them.
Marketing attribution & performance management buyer's guide
20 questions to ask MPM system vendors
What you need to know when assessing MPM vendors.
6 things martech vendors don’t want you to know
Marketing technology vendors make promises they can't always fulfill. Here are some pitfalls in martech selection to look out for.
Using Google Analytics 4 integrations for insights and media activations
Practical advice on how to make your GA data actionable.
My stack is bigger than your stack, so what?
Martech stacks must be judged by effectiveness, not size.
5 steps to martech stack success
How to be sure you're in the driver's seat, not the vendor.
MarTech Salary and Career: Federico Bianco knows the difference between good data and all the data
"It's essential to have an understanding of what data you want and why."
Studies find big increases in ad fraud attempts and fake traffic
Nearly a third of retail sites' organic and direct traffic is from bots and fake users.
Zeta becomes first marketing platform to join the AWS marketplace
The Zeta Marketing Platform will now be available to the large market of AWS customers.
Is Google Analytics going away? What marketers need to know
Universal Analytics will be retired on July 1, 2023. What does that mean for you? Here’s what you need to know about getting your website ready for the brave new world.
What you need to know from Google Marketing Live
Here's a recap of the marketing news from Google's annual event, including Automation, Performance Max, YouTube Shorts and more.
How product analytics can unite marketing and product teams to boost customer lifetime value
Uncover the most valuable metrics to understand customer engagement with mobile apps and other digital products.
GA4 isn’t all it’s cracked up to be. What would it look like to switch?
Marketers are searching for alternative analytics platforms. Here’s what you need to know to make an informed decision before switching.
Why marketers have a love-hate relationship with complexity
Henk-jan ter Brugge, director, global digital marketing at Philips, talks about getting martech and business closer together.
Google is giving users greater control over what ads they see
My Ad Center will let users block any ad and get info on why they were chosen to see it.
GA4: What marketers need to know for a successful transition
Marketers face crunch time with Universal Analytics officially sunsetting in July 2023.
A statistical picture of the cost of digital advertising fraud
24% of web traffic is bots being used for fraud and theft.
Cord cutting gains steam after 4% drop last year
US cable subscriptions down by 30 million since 2020.
Using analytics to optimize marketing spend and drive sales
CarMax maps out their growing omnichannel marketing analytics strategy.
Is there any incentive to crack down on programmatic ad fraud?
"Everyone wants it to continue because they're making money." Why people don't want the ad fraud problem solved.
Analytics software delivers data, standards deliver insights
Only your team can determine which metrics mean the most for your business.
Marketing analytics: What it is and why marketers should care
We unpack marketing analytics: what it is, why it’s important, and how it can help marketers achieve brand success.