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May 21, 2025

Are You Really Tracking Your Upsells? A Smarter Look at Add-to-Cart Origins

Most ecommerce teams obsess over the checkout funnel, conversion rates, and AOV. But when it comes to upsells, the subtle art of increasing basket value through product relationships, the data is often incomplete or missing altogether.

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May 14, 2025

The One GA4 Setting Everyone Forgets to Change

If you have set up Google Analytics 4 (GA4) and left all the defaults in place, I have bad news for you. One of those defaults is slowly ruining your data behind your back. It is called Data Retention, and almost nobody talks about it.

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May 7, 2025

Unlocking Customer Insights: The Power of GA4 + BigQuery

In today's digital-first landscape, understanding your customer is everything. With rising expectations and more complex customer journeys, businesses need more than surface-level analytics. That is where the combination of Google Analytics 4 (GA4) and BigQuery becomes a powerhouse. These tools together allow businesses to gain raw access to their data, offering unprecedented flexibility and deeper insights. If you want to truly trust your data, see the full customer journey, and gain competitive advantage through analytics, this blog will show you how GA4 and BigQuery can unlock it all.

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April 30, 2025

Heatmaps vs. Funnels in CRO: How to Know What to Use, When

When it comes to Conversion Rate Optimisation (CRO), two of the most talked-about tools are funnels and heatmaps. Each has its strengths, but using them in isolation can lead to misleading conclusions. Understanding when and how to use each tool is key to driving real improvements in user experience and conversions.

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April 23, 2025

Top Mistakes in GA4 (and How to Fix Them)

As Google Analytics 4 (GA4) continues to mature-now a few years on from Universal Analytics’ sunset-organisations are still wrestling with common pitfalls that undermine data accuracy, insights, and ROI. In this post, we’ll explore the top mistakes we see in GA4 implementations and share practical fixes to help you get the most from the platform.

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April 17, 2025

How to Track Revenue in GA4 (Without Breaking Your Data)

Revenue tracking in GA4 isn’t as “plug and play” as it sounds. Yes, GA4 has a built-in monetisation report. Yes, it shows you revenue, quantity, and items sold. But here’s the kicker: most setups are inaccurate, and most marketers don’t know it until it’s already impacted decisions. Whether you're running ads, analysing ROAS, or trying to build remarketing audiences-your revenue data needs to be trustworthy. Let’s fix the most common problems.

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April 10, 2025

Is Anyone Listening? Using Sentiment Analysis to Understand Customer Language

In a world where reviews, tweets, support tickets and social posts are endless, most companies are sitting on a goldmine of customer insight - but rarely mining it. Whether you're in ecommerce, SaaS, or service delivery, your customers are already telling you how they feel. The question is: are you analysing what they’re saying, or just watching your Trustpilot score tick up and down?

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April 2, 2025

Should We Always Strive to Hold Attention Online?

The internet rewards attention. More time on site? Good. More scroll depth? Even better. We obsess over charts that spike with engagement and flatten with drop-offs. But here’s the thing: Not all attention is good attention. And holding attention doesn’t always mean we’re doing something valuable. In a world where we track everything, it’s surprising how little we understand about why people are paying attention.

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Not sure where to start?

Whether you need to fix your tracking, improve your reporting, or run better experiments, we help businesses of all sizes turn analytics and CRO into a real growth engine. Get in touch to see how better data and faster testing can accelerate your results.

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