Microsoft Advertising traffic (formerly Bing Ads) shows up in Google Analytics 4 under the Paid Search channel, as long as your ad URLs carry UTM tags. Universal Analytics, which earlier versions of this article covered, stopped processing data in 2023 and 2024, so everything below reflects GA4 only. You do
GA4 shows location data by country, region, and city, but not by zip code or radius from a specific store. FourFront closed that gap by building GeoReport+, a tool that enriches GA4 data with zip code and custom radius detail, so you can see how much of your traffic and
You can split branded and non-branded paid search performance in Google Analytics 4 by building a custom channel group with two rule-based channels: one that matches your brand terms and one that catches everything else. Below is how to set it up, and what to do with the split once
Let’s face it – one-size fits all doesn’t really work. Especially in today’s hyper-competitive digital marketing landscape. You need something to set you apart from your competition. And if you’re like most businesses – regardless of size – your audience is located somewhere. Using regional marketing, we can align our
Search Engine Results Page (or SERP) volatility refers to a measurement that quantifies the level of short-term changes in search engine rankings for a group of search queries, typically either for Google as a whole, or a given industry, that occur over a timescale of days to weeks. High volatility
Data ethics is a rapidly growing discipline in digital marketing – and for good reason. Consumer data gives marketers unprecedented power. However, we all know that with great power comes great responsibility. What marketers actually do with all that data has become a huge ethical question in recent years, especially
At its core, predictive analytics is a method for estimating the likelihood that a trend will persist. While modern tools have advanced this process significantly, the practice of using predictive techniques to analyze market direction and demand is far from new. Before the advent of computers, setting marketing goals often
Sustainable digital marketing integrates eco-friendly and ethical practices into online strategies, minimizing environmental impact while promoting social responsibility. A quick author’s note: the fact that this post about sustainability is perhaps my longest, chewiest blog to date isn’t lost on me. But this topic is honestly just too good for
In the dynamic world of search engine optimization, organic click-through rate (CTR) stands out as a powerful yet sometimes underappreciated metric. It serves as a crucial bridge between search visibility and actual user engagement, offering valuable insights into how well your content resonates with searchers. As search engines refine their
Tracking branded and non-branded traffic is essential for understanding your brand recognition. It also helps identify opportunities for optimizing your content and SEO strategies. So, how can you easily identify how much of your Google search traffic is branded or non-branded? And how can you see how much traffic comes
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