Analytics & Conversion Optimisation

This category explains how websites and campaigns are measured and improved properly – from the basics of Google Analytics 4 and Google Tag Manager through attribution models and A/B testing to metrics such as ROAS and customer lifetime value, which turn raw data into a real basis for decisions.

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A/B Testing A/B testing is a controlled experiment in which two variants of a page or an element are shown to different user groups …
Attribution Models Attribution models distribute the credit for a conversion across the different marketing touchpoints a person passed …

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Enhanced Conversions Enhanced Conversions is a Google Ads feature that adds hashed first-party data such as email address, phone number or …

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Heatmaps & Session Recordings Heatmaps visualise in aggregate where users click, scroll or linger on a page, while session recordings replay …

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Server-Side Tagging (Server-Side Tracking) Server-side tagging moves the processing of tracking data out of the user's browser and into your own server container, …