Are you spending on ChatGPT Ads without knowing which leads or orders they produced? OpenAI's Ads Manager gives you two ways to send it conversions: a browser pixel and a Conversions API. Use only the pixel and you lose conversions to ad blockers, ...

How to Connect Claude to Google Tag Manager With a Self-Hosted MCP Server If you look after tagging for more than one or two clients, you already know how long a Google Tag Manager container review takes. Open a tag. Check the trigger. Check the...

How to connect Claude to Google AdsIf you spend time moving between Google Ads reports, account screens and spreadsheets just to answer a straightforward question, connecting Claude to Google Ads can give you a quicker way to investigate the...

How to Connect Claude AI to Google Analytics 4 Published 29/07/2026. Last updated 30/08/2026. Windows setup, about an hour start to finish. In short: Claude talks to Google Analytics 4 through an MCP server, a small program that runs on your...

Why Conversion Tracking is Broken? So, the number of conversions and revenue are a lot lower in GA4 and Google Ads than what your back-end data shows you. Well, conversion tracking should tell you which marketing campaigns generate leads and sales....

AI GA4 Attribution Audit GA4 attribution is often inaccurate because most websites misuse UTM parameters. Inconsistent UTM naming conventions, incorrect medium values, mixed casing, and poorly structured campaign tags all lead to broken attribution...

AI assistants and AI search engines (ChatGPT, Gemini, Perplexity, Copilot, etc.) increasingly surface and share your content. This guide shows how to track AI referrals in GA4 using Google Tag Manager (GTM) and GA4 with a clean dataLayer push, so...

Audit Your SERP Snippets Using GTM When it comes to SEO, alignment between your title tags, meta descriptions, and on-page headings plays a huge role in click-through rates and content performance. Our Google Tag Manager SEO audit allows you to...

How To Add Value to a GA and GTM Audit Most GA4 and GTM audits focus on technical accuracy — checking tags, validating triggers, and fixing broken event tracking. While that’s important, it’s not enough. If your audit doesn’t inspire...

If you run GA4 and Google Ads through client-side GTM, you will be aware that ad blockers, browser extensions and Safari ITP stop some conversions reaching the platforms. Client-side tags typically lose 10% to 15% of conversions this way. At £1m a...

In this blog we are going to discuss one of the most common issues with web analytics: duplicate page view events. Duplicate page view events inflate these events in GA4 and result in ultra low bounce rates which don't reflect the true nature of...

This blog will teach you how to create a real-time dashboard using Google Analytics 4 (GA4) data. You can watch also watch the YouTube video below. Why Use BigQuery with GA4? The free version of Google Analytics 4 (GA4) may take up to 24...

How to Configure the New Google Tag and Variables in Google Tag Manager The Google Tag plays a crucial role in setting up Google Analytics 4 within Google Tag Manager (GTM). Understanding the fundamentals of how to correctly configure this Tag...

Today, we're diving into a nifty GA4 feature that helps you redact sensitive data like email addresses and query parameters. This is useful for both data protection issues and for data quality purposes. Why Redact Data? Redacting data is...

Introduction Are you looking to get the most out of your website forms but don't want to invest in expensive form analytics software? Good news: Google Analytics 4 (GA4) has got you covered! With GA4, you can track user interactions with your...

Introduction Tracking user behaviour across multiple websites is crucial for businesses, Google Analytics 4 (GA4) offers a solution through its roll-up property feature. This blog post aims to guide you through the process of setting up a...

Introduction: I am going to introduce you to ChatGPT+ via the plugin - Avian. https://www.youtube.com/watch?v=1agZFgREpYU&t=80s Overview of Video Dialogue: Create an account with Avian. They do have a free trial on ChatGPT+ which...

Introduction: I am going to introduce you to a powerful tool for data exploration, which is Chat GPT's Code Interpreter with Google Analytics 4. https://www.youtube.com/watch?v=hmwPyKYy7ts Overview of Video Dialogue: I'm going to show...

Opting out of Automatic GA4 Migration To assist you in opting out of the automatic GA4 migration, we have produced a video tutorial that shows you how to do it. You can follow the steps outlined in this YouTube video by Conversion Uplift to...

What is a GA4 Path Exploration Report? A GA4 path exploration report allows you to analyse user paths and the sequences of interactions they take across your website, mobile app, and other digital properties. This report helps you identify the...

Creating Custom Channel Groups in GA4: Creating custom channel groups in GA4 can provide several benefits, including: 1. Better Understanding of Traffic Sources: By creating custom channel groups, you can group together...

Connecting Google Analytics 4 to BigQuery – A Step-by-Step Guide Google Analytics 4 brings data science to the mass market by allowing you to export data for free to Google BigQuery, Google's powerful cloud based data warehouse platform....

A Step-By-Step Guide to Create an Exploration Report in Google Analytics 4 Google Analytics 4 offers users a powerful suit of insight tools in the form of the Analysis Hub. I have previously covered how to create a funnel report in Google...

Google Analytics 4 not only offers advanced web analytics, but its predictive audiences can be used to identify which users are most likely to convert or churn. This allows marketers to create more effective campaigns in Google Ads for both...

The funnel analysis report in Google Analytics 4 is an awesome report which anyone involved in conversion rate optimisation will find invaluable. The report can help you instantly identify areas with the greatest potential for optimisation. It...

Google Analytics 4, Google’s machine learning powered web analytics platform, is an event-based solution for the modern digital experience. Unlike Universal Analytics, users can create new events in Google Analytics 4 within the new interface....

Tracking events in Google Analytics 4 lies at the heart of Google’s AI powered web analytics platform. GA4 automatically measure some types of events, such as clicks on external links, but in many other respects it relies on the user to create...

Google Analytics 4 is the innovative next generation web analytics platform from Google. GA4 has been created using the power of machine learning to automatically alert you to new trends in user behaviour. In addition, the old interface of...

The new Google Tag Manager Preview mode offers a powerful platform for testing and debugging the implementation of GTM tags and Google Analytics on your website. It allows you to examine in real-time which tags are firing on a web page, which tags...

Google Chrome Dev Tools allow you to test and debug your analytics implementation to ensure the level of data integrity matches your expectations. As a web analytics consultant I frequently see the consequences of where there has been little or no...

Clicks on call-to-action buttons can be overrated if they don’t result in a conversion. A good click-through rate on a button is a strong indicator of how relevant and engaging your offer is to visitors. That’s why it’s important to record...

Want to learn how to create a split test in Google Optimize? Google Optimize is Google’s excellent free A/B testing and personalisation solution which allows you to create a split test in a matter of minutes. It is making online...

Google Tag Manager revolutionises the way many websites manage tags. But like any software solution it requires time and careful planning to optimise implementation. The Google Tag Manager audit checklist helps you identify areas for improvement,...

Migrating to Google Tag Manager for your analytics and tag management needs can be incredibly beneficial. This is because GTM enables agile working and data enrichment with limited, and often no developer assistance. However, as a web analytics...

Custom segments are one of my favourite features of Google Analytics. Unlike goals they work retrospectively, and they offer users a multitude of options, including creating audiences for remarketing purposes. This flexibility means custom segments...

Migrating from Google Analytics base code to Google Tag Manager provides you with a huge opportunity to enrich your web analytics data. However, this does require some planning and developer resource to ensure your website is Google Tag Manager...

Conducting a Google Analytics 4 audit is one of the first tasks you should undertake when joining an organisation as a web analyst or consultant. We have conducted countless audits of GA4. You can see what this covers by downloading our GA4 and GTM...

Custom metrics are one of the most underutilised features of Google Analytics. Yet they can transform your analysis and reporting to give better insights from your Google Analytics data. They are also often a prerequisite for calculated metrics...

Google’s Pagespeed Insights and Data Studio are awesome free resources. Pagespeed Insights is a must have resource for conversion rate optimisation because we know there is a proven link between page load speed and conversion. The problem I had...

Google Tag Manager is a comprehensive and flexible platform that allows you to create and test new events and tags before you publish them, but what if you want to test new tags in Google Tag Manager on multiple websites? Perhaps you have multiple...

Calculated Metrics are an underused but powerful functionality of Google Analytics which will enrich your data to generate new insights. GA is an awesome free tool, but to get the most from it you need to invest some time and effort to set it up...

Google Optimize is a free A/B testing and personalisation solution that is revolutionising how small to medium sized organisations optimise their websites. Unlike most A/B testing tools Optimize doesn’t require any financial commitment to conduct...

Subdomain tracking is an often-forgotten aspect of Google Analytics tracking because some users assume that it happens automatically, and others confuse it with cross-domain tracking. As many websites use subdomains to organise separate functions...

Some service providers use embedded applications to easily replicate a complex user journey across multiple websites. Often these user journeys are not tracked. As a result we are unable to optimise conversions for important steps in the user...

Google Tag Manager is a powerful free software platform. It enables you to automatically install code (called tags) for many digital marketing solutions on your website. This minimises the number of marketing tags you need to install on your...

Virtual page views allow Google Tag Manager to track important user journeys when new new content is served. Even though no page actually exists. They are an essential tool. It enables the analyst to create reports for conversion funnels and user...

When analysing visitor behaviour, it can be incredibly useful to know if a specific piece of content appeared on a user journey. That’s why the element visibility trigger is one of the most versatile tools available in Google Tag...

Many websites use a shared payment gateway because it’s the most sensitive and secure part of the user journey. That’s why it can be a challenge to get approval to get Google Tag Manager (GTM) integrated into the payment gateway. It's not...

Cross-domain tracking is often the last piece in the jigsaw to enable measurement of the complete user journey. It is essential for many websites because few sites can host every step of the user journeys such as the payment gateway or price...

Firstly, Enhanced Ecommerce reporting is one the most valuable ways of enriching the data collected by Google Analytics. It generates a series of reports by enabling additional metrics and dimensions to capture data on user interactions with your...

Attempting to automate a complex funnel visualisation in Data Studio can be difficult when you have multiple pages or events at certain steps in the user journey. Most experts suggest creating a goal in Google Analytics for each step in the...

It's essential to track clicks from emails in Google Analytics to be able to measure the performance of your email campaigns. However, email clicks are also an important step in most sign-up and password reset journeys. Many off-the shelf...

Google’s Data Studio is a fantastic free data visualisation tool but it doesn’t have a complex funnel visualisation chart for calculating your conversion rate. In addition it doesn't allow you to use the funnel steps from Google Analytics...

Like any data source web analytics can only be valuable if the data it generates is an accurate reflection of what it is supposed to be measuring. This is why I am regularly employed by companies to audit their web analytics and improve tag...

SaaS marketing companies live and die by metrics. To grow a SaaS company rapidly and in a sustainable way it's essential to quickly identify the effectiveness of different strategies. If necessary change tactics swiftly to survive. Metrics need...

What Does it Mean for Marketing? If you’re into technology and online marketing, then you’ve definitely heard of the big data concept. It’s everywhere. Since it’s so prevalent in online marketing guides, you might assume that it’s...

Establishing an A/B testing plan can be one of the most effective ways of optimising your website or app. This is because it allows you to test your ideas with real visitors through a controlled experiment. However, don't forget to conduct an audit...

One of the main frustrations I have with Google Analytics is how to keep my data clean of spam and bot traffic. Web analytics is critical to conversion rate optimisation. You need reliable data to measure the performance of your digital marketing...

The real estate and buy-to-let sector is highly competitive and derives most of its traffic from paid search advertising (i.e PPC and display advertising). For this reason it is especially important to optimise real estate landing page design when...

Google Optimize is a powerful free A/B testing and personalisation solution that is revolutionising online experimentation like Google Analytics did for web analytics. Optimize allows web masters to conduct A/B and multivariate tests without the...

Eye-Tracking that Reads Emotions! Feelings drive much of our behaviour and so emotional engagement with digital content can be a strong indicator of its effectiveness at getting our attention. This is especially critical for mobile gaming apps as...

Why Are Web Analytics Tools Important? Web analytics tools allow you to track exactly where visitors go on your site, how long they spend on each page and how they interact with your site or app. This allows you to understand more about your...

Does The Conversion Funnel Exist? The conversion or sales funnel is based upon linear models of decision making such as A.I.D.A (Attention, Interest, Desire, Action). This ignores the reality that people don't mindlessly go though each step in a...

The biggest mistake people make with conversion rate optimisation is not having a well-defined process to ensure a systematic approach to improving success metrics such as revenues or sales. Without such a process you are almost certainly going...

What is Hotjar? Check out my most recent review of Hotjar as things have moved on since I wrote this post. I recently attended a conversion conference and was discussing the use of visual behaviour tools for gaining visitor insights. These...