What does Google Analytics have in common with a glass of water? More than you might think! This A to Z guide simplifies some key concepts and functionalities, from building audiences and tracking events to using attribution models and segmenting data effectively.

As third-party cookies bid adieu, the familiar terrain of retargeting is becoming increasingly complex. The reliability and precision we've come to expect may dwindle. The solution is to refocus on building first-party data, held in our customer relationship management (CRM) systems.

It's tempting to stick with what's familiar, like Facebook and Google ads, especially when budgets are tight. But as we've seen time and again, relying solely on these channels can be risky. We need to have a mix of channels to maximise the mental and physical availability of our brand and products / services for the audiences we’re trying to target..

Online video can be highly effective at boosting the performance of our campaign. Short-form video is the format that captures attention, taps into the power of partnership, and works at both the top and bottom of the funnel.