Are first-party data tools and GA4 interchangeable for tracking customer behavior? Short answer: Not even close. While both aim to shed light on how users interact with your site or product, they operate on fundamentally different levels and serve different purposes. Here’s how they break down.

If you’re working with an agency, you’ve probably asked: "Why do you need access to my customer data?" Fair question. Let's break it down.

Transitioning to uploading first-party data directly to Google for optimization may initially seem like a one-size-fits-all innovation,...

Even the most data-savvy of marketing teams can make mistakes in thinking about the use of data in optimizing campaigns for financial...

The Dangers of Local Optima Recently we encountered a strange situation.  One of our clients had a top of the funnel KPI that looked like...