Data stories

It’s Monday morning. You take a sip of your first coffee and open Looker Studio as the weekly marketing performance meeting begins. Everyone is eagerly waiting for the numbers. You...

Many organisations don’t just have one GA4 property – they have several.  A webshop might split brands, countries and domains across different properties, and before you know it you’re maintaining...

Explore how to streamline Dataform local development using CI/CD integration. Automate schema testing, manage environments, optimize workflows, and build scalable, reliable data pipelines.

Marketers recognise that accurately attributing revenue to marketing efforts is key to better decision-making, budgeting, and strategy. However, implementing marketing attribution effectively is challenging. In marketing attribution, we assign credit...

Probability and statistics lie at the centre of data science. There are different ways of interpreting and expressing probability. Very often, it is expressed using the function P(), where P(a)...

If you rely on Google Analytics 4 (GA4) and noticed that some of your Google Ads traffic is showing up under the campaign name “(organic)”, you might be wondering why...