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How does cookie-less tracking work in GA4?

This week Google announced that it has delayed phasing out third-party cookies from Google Chrome until at least the second half of 2024. This isn’t the first time Google has delayed these plans, and it’s clear that megacorporations are struggling just like smaller businesses to take on the transition to a cookie-less world. Despite the […]

Should marketing managers still use Instagram?

When Instagram’s Adam Mosseri appears on social media feeds, his message is rarely received well.  The CEO’s most recent video has been criticised by top social media influencers, drawing disapproval from Kim Kardashian, Chrissy Teigan and Kylie Jenner to name a few. Mosseri’s videos, usually explaining Instagram’s future trajectory, don’t just have big implications for […]

What does good website speed look like?

You’ve hired a digital agency to build you a website. You know what that site needs to do – its functionality. You give the agency a brief, and they return a first version to you. Maybe it’s lacking some of the visual flash you were hoping for. You make a few extra requests and before long […]

5 ways you can upgrade your social media recruitment campaign

When it comes to recruiting new employees, social media can be one of the most important tools in your business’ arsenal if you know how to use it. In 2021 over 95% of jobseekers used social media on their search. However, simply using social media to promote job vacancies won’t be enough if you want to […]

GA4 FAQ: your GA4 questions answered

Switching reporting platforms isn’t easy. Not only will Universal Analytics stop processing data next year, but you should make the switch from UA to Google Analytics 4 as soon as possible if you want easily comparable data from this year to next.  Such big changes naturally come with a lot of questions. Here are some […]

Which website performance metrics should marketing directors track?

Regardless of the reporting platform you’re using, you can’t just take the numbers at face value. There’s vital context you should consider before judging your site’s success and adjusting your strategy.  To judge whether your website is helping your business meet its goals, you need to look at the data.  The number of visits your […]

Steps for running the perfect meeting

Running meetings effectively is one of the most important and underrated skills a Project Manager needs in their arsenal. You shouldn’t schedule more time than you’ll need, but you’ll also need to make the most of it when debating strategy and discussing goals and findings that could affect weeks of work.  If you’re going to […]

How to use a Google Business Profile as an individual

Google Business Profiles make your business more visible online. Your profile will give you the opportunity to customise your business’s listing across Google Search and Maps. If you’re in the UK and search for “Base Creative” on your desktop browser, for example, our profile will appear separately down the right hand side of your search […]

How to create content for different audiences

Posting content online can feel like tossing a message in a bottle into the ocean and hoping a response will float back. You can experiment all you like, but without a process you’ll be lost at sea.  Digital platforms can give you such a massive potential audience, yet the irony is that you may find […]

GA4 vs UA: comparing Google’s reporting platforms

From July 2023 Universal Analytics (UA) will no longer process data, leaving anyone who hasn’t got a grasp of Google Analytics 4 (GA4) by then at a serious disadvantage. I recommend using GA4 from July 2022 at the latest to give you a full year of comparable data once that transition happens, as well as […]

Making the move to responsive search ads

From 30 June 2022, responsive search ads will be the only type of text ad you can create in Google Ads. You’ll still be able to create call ads, but this update means that you’ll no longer be able to create expanded text ads. What does update this mean for marketing managers? If you already […]

Don’t ask me what I think of your site: let’s look at the data

In his book Pitch Anything, sales expert and author Oren Klaff explains his concept of the “croc brain” and how it affects marketing. The croc brain is the ancient, submerged stem of our psyche that deals with fight-or-flight responses and strong but basic emotions. It isn’t interested in reasoning or logic – it doesn’t have […]