A new Search Console integration, data-driven attribution and new machine learning models meant to fill in measurement gaps are coming to Google Analytics 4 (GA4), Google announced on Tuesday. The ...

Google has been putting in extra effort for its second major transition in the realm of analytics. Those who work closely with analytics may recall the introduction of Universal Analytics, which, in ...

In explaining a data and analytics operating model, it is helpful to understand the business context. As the consumer experience becomes increasingly digitized, companies have access to massive troves ...

Is this truly the end of last-click attribution? Google will no longer use last-click attribution as the default conversion model in Google Ads, its buy-side ad network, the company announced in a ...

Google’s Search Advocate John Mueller answers whether Google uses Google Analytics data (like bounce rate and time on site) as well as whether Google uses Chrome browser data for ranking purposes. His ...

Sparse data can impact the effectiveness of machine learning models. As students and experts alike experiment with diverse datasets, sparse data poses a challenge. The Leeds Master’s in Business ...