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Digital Analytics

Attribution Modelling Google Analytics

Attribution Modelling in Google Analytics

Attribution modelling is no longer a time-consuming process. If you’re reviewing online marketing performance by campaign or channel, it’s time to use attribution models in Google Analytics to make well-informed marketing and investment decisions. Since many online retailers employ a multi-channel marketing model, attribution modelling has become a critical part of eCommerce.

You can learn how customers are finding your site, how they interact with it and which channel drives sales. Once you have a better understanding of your customers’ conversion paths, you can better optimize your marketing channels and conversion funnels to boost sales and generate more revenue.

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ga4 event tracking

Events in Google Analytics 4

Google Analytics is used as a reporting tool by millions of businesses and websites to track visitor interactions across web domains and mobile apps. Most businesses know this platform as the tool that helps them track the number of web traffic they get, monitor important marketing channels and measure their main KPIs. And now Google is offering a new version that’s Google Analytics 4, which is very different from the normal “Universal Analytics”. The latest Google Analytics platform (GA4) includes expanded predictive insights, deeper integration with Google Ads, cross-device measurement capabilities and better data control.

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GA4 search tracking

Automatic Search Tracking with GA 4

Most probably, you might have a search box on your website. But do you know what your visitors are literally searching for? It takes just a couple of minutes to set up search query tracking in your Google Analytics account. This can actually provide you with great insights into your website content. Visitors who use the search bar on your website are more likely to convert into a customer. This helps convert potential buyers who are aware of what they’re looking for. Auto-complete suggests relevant products that a visitor might not have thought of. Here are some benefits of search term tracking.

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Conversion Rate Optimization

Conversion Rate Optimization (CRO)

What is Conversion Rate Optimization?

Conversion rate optimization (CRO) is the systematic process of optimizing your site or landing page experience based on website visitor behaviour to increase the percentage of visitors to a website that converts into customers. The CRO process involves understanding how users journey through your site, what actions they take, and what’s stopping them from completing your goals.

Simply Conversion rate optimization, or CRO, is the process of enhancing your website and content to boost conversions.

Benefits of CRO:

1. Improved customer insights

Conversion Rate Optimization can help you to better understand your target audience and find what language or messaging best speaks to their needs. Acquiring more people doesn’t increase your conversion if they’re not the right kind of people! So CRO looks at finding the right customers for your business.

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Google Analytics 4 Vs Universal Analytics

Google Analytics 4 Vs Universal Analytics

October has been a great month for those in the Analytics domain with Google finally unleashing the truly cross-platform & machine learning based Google Analytics 4(previously App+Web). Even though this has been in beta for over a year, analysts and marketers alike have still been wrapping their heads on the new GA4 property. All analytics groups have been buzzing with questions like” do we need to have apps for using GA4” “should we migrate to GA4?” etc. This led us to write a blog comparing Universal Analytics and GA4 which could resolve some of the queries that you might have regarding the new GA4 and its impact on the existing setup.

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Introduction to GA4


Google recently announced one of the major updates in its analytics domain which has been in beta for over a year Google Analytics 4(previously App+Web). With the rapid increase in the number of new platforms be it apps or the IoT devices there has been a huge increase in the data source in analytics and a need to unify these streams within Google Analytics has always been a challenge.

Until recently, web analytics was different from apps in the sense that the dimension and metrics used for the reporting were atypical even though the end conversion(purchase, form fill or any other action) would be the same across the different platforms.

GA4 allows users to connect app and website data within one property, thereby unifying the interaction across devices and platforms to better comprehend the cross-platform customer journey that led to the conversion. GA4 with its cross-platform and predictive analytics capabilities is surely the next biggie in a cookie-less future in the biggest indicator being that GA4 is now the default property in Google Analytics accounts.

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Web Analytics Platform

Why is Google Analytics the favourite Web Analytics Platform in the UAE?

Right from the top news portals in the UAE, from Dubai to Abu Dhabi use Google Analytics. Check out,,, Corporates like MAF, Al Tayer, MAF Properties, Emmar, Nakheel use Google Analytics. UAE’s very own e-commerce portal is also on Google Analytics.

Analytics tools have multiplied in numbers in recent years, thanks to the data explosion. From Adobe Analytics to Kissmetrics, SEMRush and Wix Analytics, the list is growing, making it rather difficult for companies to find one that fits their marketing needs.

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GoogleTag Manager Benefits

8 benefits of Google Tag Manager (GTM) you might be missing

What is Google Tag Manager (GTM) ?

Google Tag Manager is a free-to-use tag management tool from Google. A tag is a string of code that is capable of capturing information about the performance of your website. Although it is a free tool, careful one time implementation of the code within the website is required. GTM implementation gives your analytics team the freedom to manage all tags on their own, without a web development team’s support.

Google Tag Manager proves beneficial to businesses of all sizes. Especially, small-to-medium sized organisations that don’t have dedicated resources for web development. GTM helps them add or remove tags themselves without any sort of paid or expert assistance. The merits of GTM are available to even large organisations as well. Since they work with more number of marketing tags, managing them becomes a lot easier.

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Google Analytics

Understanding Web Analytics. Why leveraging it matters?

If you’re new to digital marketing, you would have come across the term web analytics for sure. In this article we’re going to explain web analytics and what it means to your website – often the foundation structure of your digital marketing ecosystem.

What is Web Analytics?

Web Analytics Conversion Funnel

Web analytics is collecting, measuring and understanding data about people visiting your website — hereafter referred to as user behavior on your website. Using web analytics you get details about the whereabouts of your visitors, what led them to your site, the pages of your website they interacted with and the time they spent on your website. If your website is an e-commerce website, you can keep tabs on a buyer’s journey, conversion rates and overall performance of your digital marketing campaigns.

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