marketing

An AI generated image of modern marketing - Measurelab

The modernisation of marketing and the role of marketing analytics

Navigating the ever-evolving landscape of marketing technology, I've come to terms with a key realisation: marketing analytics is marketing. This acknowledgment hasn't…
Measurelab blog header illustration with charts and magnifying glass

Measuring marketing ROI with GA4's acquisition reports

By analysing acquisition reports, businesses can identify which channels and campaigns are driving the most high-quality visitors to their website.…
types of GA4 events

Using UTM parameters for tracking campaigns in GA4 (properly)

When Google bought Urchin and adopted the usage of UTM parameters (Urchin Tracking Module to the uninitiated), I was 6…
The Campaign Timeout setting

Defining the Campaign Timeout in Universal Analytics

I've been running Google Analytics training since 2016, and every time without fail I am met with puzzled faces when it comes…