Google Analytics

Adding Google Analytics to WordPress

Adding Google Analytics to WordPress: how to do it and how to protect data

Adding Google Analytics to WordPress helps you to collect useful information about visitors to your website. This way, you can better pin down your target audience and tailor your marketing strategies to them. Here, we’ll show you how you can add Google Analytics to your WordPress website, and what you have to pay attention to in terms of data protection.

The best Google Analytics alternatives

The best Google Analytics alternatives

Website tracking is very important in online marketing to be able to see how users are interacting on your site. The first choice is normally the tracking tool offered by the search engine, Google. But for data protection reasons, more and more users are looking for alternatives to Google Analytics. There’s a great selection of web analytics tools – we will examine applications with similar...

What is data-driven marketing?

Data-driven marketing: from big data to smart data

Throughout the internet, users leave behind digital footprints: whether it’s while browsing your favorite sites, taking a look at different products or offers, or even just googling an address. With the help of analyses and algorithms, data-driven marketing makes it possible to connect the dots and find relationships. Marketers are able to extract important information from these findings in order...

What are web analytics?

Website optimization: how to use web analytics

Which parts of my site are the most effective? How do my customers navigate from A to B? How do visitors find my site, and what makes them leave again? For all these questions and more, web analytics can provide the answers. Web analysis tools such as Google Analytics use sophisticated technology to track all actions on your website and allow you to draw insightful conclusions about your target...

UTM parameters explained

URL tracking using UTM parameters: a simple explanation

Google Analytics offers several ways to associate website visits with specific sources. One of these is the UTM parameters that you attach to the links of your campaign and then evaluate in Google Analytics. We explain which UTM parameters are available and how you can create the corresponding query strings.

The AIDA model: the formula for effective advertising?

What is the AIDA model?

The AIDA model has been around for more than one hundred years and illustrates the basic knowledge of advertising research. The schematic representation of the purchasing decision-making process is in four successive phases and is reduced to show the essential steps. Some see this model as too simplified and believe it doesn’t adequately depict modern, multi-layered communication processes. As a...

What is RankBrain?

RankBrain: the evolution of the Google algorithm

Google is the search engine of choice for an overwhelming majority of internet users around the world. Around 3 billion user requests are answered each day by the market leader. This is partially thanks to a self-learning AI system known as RankBrain. Normally, Google lays low when it comes to revealing its search algorithms but this time the company has been quite open. We explain how RankBrain...

Google Search Console: Things to know before you start

Google Search Console for beginners

Google provides web developers with many free tools, but hardly any are as versatile and valuable to the SEO sector as the Google Search Console. Using the free analyzer tool, developers can take their website’s settings and technical optimizations into their own hands, gain access to statistics not visible to the public, and learn to better understand the “Google view” of things. The only...

Heat map analysis: usability check for you web project

Heat map analysis: how to visualize your visitors’ behavior

By knowing the total number of unique visitors and purchases made on your website, you can quickly calculate the conversion rate for your online store. This figure, however, doesn’t reveal why a visitor made a certain purchase or deciding against buying a product. A heat map analysis, on the other hand, can shed some light on the matter and help you to increase the number of conversions.

A/B testing for website optimization

What is A/B testing?

Your product range is complete, the technical implementation is finished, and with the help of web designers and graphic designers, you have created the perfect visual concept for your online store. But what happens if clicks and conversions fail to materialize? Sometimes it’s down to a small aspect like a color, a button, or how single elements are arranged: any of these can dissuade website...


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