GA4 has become one of the hottest topics in digital marketing over the last few months. Initially called the App + Web Property, Google rebranded their latest version of Analytics to Google Analytics 4 (GA4) after allowing Google Analytics users to vote for the new name. The name stems from the fact that GA4 is Google’s 4th generation of Google Analytics since they first launched in 2005.

Following a somewhat disruptive 2020, Christmas is going to take a different shape to what we’re used to seeing in previous years. The pandemic has changed many aspects of life over the last ten months, and as new habits have been formed, the way both advertisers and consumers alike have responded to the festive period has also changed.

It is with great pleasure that we announce that our Head of Product Development, Fred Maude has been shortlisted for the Ad Tech Rising Star Award (Global).

In our latest interview series, we’re sitting down with some of our specialists, for a quick Q&A on business updates and to review new developments in the marketing industry. This month we caught up with Incubeta’s Digital Analytics Consultant, Giuseppe Muto to give us insights on Google’s new Analytics update, GA4.

It is with great pleasure that we announce that our UK & US CEO, Luke Judge has been shortlisted for the Ad Tech Personality of the Year Award (Global). 

Paid search advertising expenditure currently accounts for 55.3% of total digital media spend globally, and 72.7% of total digital media spend in the UK, yet the relationship between organic and paid search still remains complex. Until now, there has never been a way to see the true value of search and whilst there are many search tools that look at paid and organic search in isolation, there are few, if any that manage both search channels holistically.

Unlike what you may be used to with traditional Google Ads campaigns, let UAC do the heavy lifting for you by leveraging machine learning to reach conversion goals, whilst  testing copy and creative combinations to find the best performing solution.

As England enters the third week of our second national lockdown, many have been left wondering how the retail industry will fluctuate this festive season in comparison to previous years. With the UK spending over 98 Billion GBP in 2019, a 1.8% increase from the previous year, questions are being raised on the transformative effects coronavirus is having on shopping habits. 

When travelling through the internet, people use different browsers. Either the browser comes with their devices (Safari on Apple Products) or they actively choose non-profit organizations (Firefox) or they simply want to have the best experience by using the mainstream browser (Chrome). Of course, there are others in the world, but let’s focus on the most commonly used ones.

Last week Google announced that, as of May 2021, Page Experience Signals would be included within the Google Search ranking process. Since their initial announcement in May, Google has identified a 70% median increase in the number of users engaging with Lighthouse and Page Speed Insights, with many site owners using Search Console’s Core Web Vitals report to identify areas of improvement. Changing their algorithms to include user experience within search ranking will allow Google to streamline the user journey, whilst pushing advertisers to improve their page experience, for fear of being knocked down the SERP.