Using UA and GA4 data together for marketing strategy
UA and GA4 are different data platforms, so their numbers should not be compared as absolute values. This post covers what to watch for when using historical UA…
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Better questions. Clearer decisions
Perspectives and practical methods for the questions on your mind.
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THE LATEST FROM CLOUDAD
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First-party data for financial services: how CloudAD helped an insurance brand build a data culture
Strict personal data rules meant an insurance brand could not link member data with digital behaviour. CloudAD built a de-identified point, line and plane data model in GA4…
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Did users finish the article? What are they searching for on your site? Measuring website interaction with GA4 Enhanced measurement
GA4 Enhanced measurement gives you a starting point for analysing website interaction: scrolls, outbound clicks, site search, video engagement, file downloads and form interactions. This guide explains how…
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GA4 updates explained: Reporting identity no longer uses Google signals, and real-time reports add users in the last 5 minutes
A round-up of GA4 updates: Google signals removed from Reporting identity from 12 February 2024, user-provided data collection, scheduled email reports, Explorations playbooks in the Help Centre, and…
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Four steps to new customers: how MR. LIVING reconnected its customer acquisition with data
With cookie tracking weakening, CloudAD combined first-party behaviour data from iPASS, SMS outreach and Meta lookalike audiences to bring new, high-potential customers to Nordic furniture brand MR. LIVING.
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Cookieless and unafraid: segmentation that drove new accounts for a financial brand
As third-party tracking fades, interest-based targeting loses accuracy. CloudAD used first-party, conversion-goal and creative segmentation to cut the cost per conversion for a credit card campaign by 53%.
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SAME WORD / DIFFERENT RULES
We all call it a conversion- Ads
- Meets attribution rules
- GA4
- A defined event fires
- CRM
- Meets lead criteria
Compare definitions before comparing totals
THE QUESTION BEHIND THE NUMBERS
One meeting. Three versions of the truth
Before comparing numbers, compare sources and definitions. Understanding the differences is the first step towards common ground.
Build a shared understanding01 / COO PERSPECTIVES
COO perspectives
Data is the beginning of a better question. Notes on decisions, teamwork and everyday judgement.
- Decision making
- Teamwork
- Business judgement
02 / METHODS & TOOLS
Data insights
Make complex data something people can discuss and use: how to set up the tools and read the numbers.
- GA4
- Data Studio
- Measurement
03 / FROM DATA TO ACTION
Advertising insights
Better strategy begins with understanding people: reading audiences through data and connecting marketing to the business.
- Audience
- Message
- Measuring results