Google just gave us better ad data – here’s why that matters
Google’s Performance Max just got a major upgrade. Anna Corbett breaks down how new channel-level reporting helps you make smarter, data-driven decisions about your ad spend.
Anna Corbett
Director of Client Success
Director of Client Success and crazy cat lady.
Originally from Germany, Anna is super efficient and logical and has been softened by years of British politeness and queuing. Anna is a speaker and author of a book she doesn’t like to talk about. For over 12 years she has devoured every scrap of knowledge about search marketing and is diligently passing her knowledge on to her team, clients and anyone else who cares to listen. Day to day she works with clients on their marketing strategy, specifically leveraging search to realise concrete business goals.
Anna is particularly passionate about psychology and user behaviour in search. She specialises in search intent research and loves nothing more than diving head first into enormous amounts of juicy data and creating meaningful, actionable reports.
Here’s my recommended reading
Using AI to measure your marketing success
Base Creative’s Anna Corbett explains how we use AI to boost campaign performance, from analytics to client conversations – without losing the human touch.
Google will delete your UA data on 1st July: Here’s everything you need to migrate to GA4
On 1st July, Universal Analytics will stop processing data. UA will be permanently replaced by Google’s new reporting platform, Google Analytics 4. To help you prepare for this transition, we have compiled all of our GA4 information into one place, ranging from guides to FAQs and deep-dives into specific features including cookie-less tracking, API quotas […]
Are your campaigns reaching your goals? Why asking “why?” is imperative for great digital marketing
Imagine your next digital marketing campaign. Your mind probably went straight to what you’d like to achieve. Maybe you want to: This is where you need to ask “why?” Why do you want to increase your paid ad conversions? Why does your CEO need more followers? Why do you want more site visitors? “What do […]
Collecting the site data you need – not the site data you want
Collecting data is exciting. There’s a big buffet of data out there to choose from, with companies analysing everything from scroll speed to mouse movement. Finding new ways to learn about your site visitors is a great technical challenge. Okay, maybe that’s just me. But whether you find it exciting or excruciating, collecting data on […]
GA4’s AI: Everything you need to know about artificial intelligence in Google Analytics 4
Stop someone on the street and ask them what they think when they hear “AI.” You’ll likely hear a few answers. ChatGPT. Automation. Computers taking over the human race. Many conversations about AI are warped by preconceptions. These range from sci-fi ideas about AI capabilities, to limited understandings of AI’s use based on specific services. […]
The small business guide to GA4’s new API quotas
On 10th November 2022, Google Analytics 4 (GA4) introduced some major changes with massive implications for other Google properties, particularly Looker Studio (formerly Google Data Studio). The GA4 team implemented API “quotas” – a PR friendly way of saying “limits” – on requests for Management and Reporting APIs. API stands for “Application Programming Interface” and […]
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 […]
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 […]
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 […]
5 GA4 features you need to know about
You’ll need to switch to Google Analytics 4 sooner or later, and the sooner, the better. Universal Analytics won’t stop processing data until July 2023, but if you want comparable data from this year to the next you should start using GA4 a full year before that hard deadline. Learning how to use GA4 when […]
Why you need to switch to GA4 sooner than you think
Earlier this year Google announced that the latest version of Google Analytics, GA4, will become the only available web analytics service offered by the company starting in July 2023. Universal Analytics (UA) is on the way out and will cease to process new hits as of October 1, 2023. UA and GA4 operate on very different […]
