Why do we need server-side tracking for Google Analytics?

Before we jump into server-side tracking for analytics it is important to understand the state of website tracking up to this point. For simplicity, we are going to use Google Analytics as the tracking tool for this discussion. But, the same ideas apply to virtually every analytics and user tracking tool out there. How site…

Google Ads: Another AI/ML Move To More Data-Driven Automation

As Google continues down the path of AI/ML-driven “everything”, advertisers are left with blind spots. The latest push came when Google announced that last-click attribution will be replaced by data-driven as the default for Google Ads. This, in and of itself, is neither good nor bad. What it means to you depends on your program. …

Seeing beyond our inner geek. A digital marketers biggest challenge

Sometimes a flyer with big black letters printed on bright yellow paper stuck in a person’s front door handle is the best marketing tool. Okay, I said it. The world doesn’t revolve around digital marketing. Sometimes the best answer is the simplest, most straightforward, non technical approach. This is true on the spectrum of marketing.…

Google Exact Match Changes: Review Your Search Terms Reports

Google Ads, (AdWords) has become a mainstay of most advertising programs, and certainly of most digital advertising programs. Let’s face it, it’s pretty easy to light up a new campaign. But, it’s not so easy to do it well. Then, once running, there are a lot of actions to make a paid search program run…

WordPress and SEO: Its more complicated than you think

Over the past ten years, the cost of launching and keeping a site has decreased considerably. You can easily find hosting plans for less than $10/ month. With WordPress, you can update your site real-time, adding and editing content as frequently as you want. To the casual observer, this is great. To those in the…

Exact Match Will Be Even Less Exact… what you should do

Google Ads will no longer offer Exact Match. Yes, it has not been truly exact for some time, but now, it’s not even close. In the next couple of months, Google will do away with even the appearance of exact match. Google’s AI knows that when someone types in “maroon widget”, they actually mean “red…