Customer data and data on potential customers are important in marketing to measure and optimize marketing activities and, of course, to address the relevant target groups. However, data collection is increasingly restricted by data protection regulations. For this reason, first-party data is so important and currently a hot topic. First-Party-Data, …
If you’ve ever looked at your campaign results and thought, “Something’s not adding up,” you’re not alone. It’s easy to track clicks, impressions, or conversions, but much harder to understand how people actually move through the entire customer journey. That’s where full funnel reporting comes in. Rather than focusing only …
Personalize Your Content with AI-Driven Tools Today’s users expect more than static, one-size-fits-all digital experiences. They want content that adapts to them, content that understands their interests, habits, and intentions. Thanks to AI-driven personalization tools, it’s now possible to deliver just that. By analyzing user behavior in real time, what …
It’s 2025, and data surrounds us like never before. Every click, scroll, and purchase creates a digital footprint. Yet, if you’re in marketing or growth, you’re probably facing a frustrating paradox: despite all this data, you actually have less usable information than ever before. Picture this: You’re sitting in …
In this article, we highlight three website metrics that we’ve selected as particularly relevant for 2025 — and for good reason. These metrics can be tracked in Google Analytics 4 with relatively little effort, are applicable across industries and company sizes, and already provide valuable insights in their basic form. …
In today’s competitive online world, reacting to user behavior isn’t enough anymore. To really connect with your audience, you need to be a step ahead. By looking at historical data and spotting patterns in user behavior, predictive analytics helps you anticipate what your audience might do next. This means you …
AI Enables Predictive Analytics, Personalization, Automation and Decision Making. Artificial Intelligence (AI) is revolutionizing how we analyze and optimize our digital marketing platforms. From predictive analytics to automation, AI-powered tools provide deeper insights, enhance personalization, and drive smarter decision-making. Marketing teams leveraging AI in web and app analytics can better …
In the world of digital analytics, data is the key to making informed decisions. Businesses rely on tools that not only gather data but also make it accessible, customizable, and actionable. This is where Piano Analytics Workspaces come into play—a feature-rich environment designed to simplify data management and elevate analytics …
Third-party cookies have been a cornerstone of many digital marketing strategies, providing valuable insights into web browsing habits and behavior. However, this landscape is rapidly changing, particularly following Google’s retracted announcement to phase out third-party cookies in Chrome by the end of 2024. Google’s original decision came amidst several significant …
Heatmaps are a powerful tool for marketing, providing visual insights into user behavior across websites, mobile apps, and other digital platforms. By showing where users click, scroll, and engage, heatmaps help marketers understand preferences and identify key areas of interest. These insights are essential for optimizing the customer journey, refining …
Monitoring cross-channel campaigns effectively is crucial for optimizing performance and driving growth. Whether you’re running campaigns on social media, email, paid search, or other channels, a well-designed dashboard with KPIs (Key Performance Indicators) that make sense, serves as the heartbeat of your marketing strategy. A great KPI dashboard provides a …
As most people already know, by default, the data retention period in Google Analytics 4 is set to only 2 months. For some demographic data – like age, gender, and interest – this is the maximum retention period. Read more about the details of data retention in GA4 in the …
