Stay ahead with the latest analytics trends, tools, and best practices.
GA4 can backfill and re-model data for the past 24-48 hours based on historical trends after configuration changes, which can temporarily increase Unassigned traffic. Do not panic - let processing complete before final analysis.
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Here's an inside look at Backona AI's 2026 H1 roadmap — from Facebook Ads leaving BETA to a full Autopilot Agent Mode for proactive ad campaign management. Six major initiatives across UX, reporting, dashboards, and automation are on the way.
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Discover how the 80/20 rule (Pareto Principle) transforms marketing strategy. Learn why 20% of customers, campaigns, and decisions drive 80% of revenue — and how to eliminate noise, focus on high-leverage actions, and maximise ROI.
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Discover why SaaS alone is not enough for modern marketing data. Learn how combining Backona’s products with expert implementation services creates compliant, scalable, and decision-ready marketing intelligence built on clean, structured first-party data.
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Discover why 10–35% of your website traffic may never appear in Google Analytics due to privacy restrictions, ad blockers, and browser limitations. Learn how data loss affects attribution, retention tracking, and marketing decisions — and how to reduce analytics gaps with server-side tracking and first-party data strategies.
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How Backona rebuilt the marketing data infrastructure of a scaling UK e-commerce brand — from faulty consent and inflated conversions to server-side tracking, BigQuery ownership, and AI-driven decision-making. A complete transformation from unreliable reporting to scalable, compliant growth.
A complete 2026 update on Google Ads and analytics changes — including AI ads in AI Overviews, Google Tag Gateway, dynamic remarketing bugs, Merchant Center ID requirements, server-side tracking shifts, and automation trends reshaping digital marketing.
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This beginner-friendly guide explains how to track Google AI Overviews in Google Analytics 4 using Google Tag Manager and text fragment detection. It walks non-technical SEO practitioners through a simple setup to identify when Google’s AI-generated summaries use their content, which text is highlighted, and how this impacts organic visibility. The guide helps marketers and site owners better understand and optimize for AI-driven search results.
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I'm back with another round of updates from the world of analytics, ads, and tracking. This time, we're looking at Google's AI Max going global, MS Clarity tightening up on consent, Safari's latest changes, and a new feature in Backona AI.
Here's your monthly dose of marketing and data goodness! There've been some pretty interesting updates lately including Google Analytics upgrades, new Backona HQ, and exciting platform developments.
In this edition, you'll learn how to spot traffic from LLMs, customise Looker Studio charts with real background colours, and find out what Google's changing in Trends and Ads. Plus a peek at our BEFA programme and a goodbye to our CTO's rally car.
It's David here with fresh tips and insights. This week: Google is quietly slipping ads into AI answers, zero-click results are coming for your traffic, bounce rate insights, responsive ads, GTM updates, and Backona AI's Google Ads integration.
Analytics Expert
It's David here, back again with a fresh batch of tips, analytics bits, and a sprinkle of life from behind the scenes at Backona. Google's just launched a plugin to let Gemini chat with your GA4, plus more updates!
We're going to get into what's been changing in Google Ads, Google Analytics 4, and how to change your perspective for the 'session duration' metric and more! Grab a coffee and let's get into it!
Analytics Expert
This week's episode is all about: Importing costs to GA4 is on the way, Gemini arrives in Looker Pro, and Safari tightens up on tracking. Fresh updates from the world of Google Analytics, Google Ads, Looker Studio, and web analytics.
Analytics Expert
Unlock the full potential of conversational analytics with this comprehensive collection of over 150 AI prompts specifically designed for Backona AI. From customer behavior analysis to conversion optimization, these ready-to-use queries help extract actionable insights.
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At Backona AI, we're all about making marketing analytics simpler and more accessible for every team. After listening closely to your feedback, we've put together an exciting roadmap packed with new features and powerful integrations coming throughout 2025.
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Data is the new currency, and marketers know it. Self-service analytics software can help you make faster real-time decisions without relying much on BI specialists. This blog discusses the top 10 reasons why adopting self-service analytics is essential.
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Data-driven decision-making is not a luxury; but a necessity. However, waiting for marketing assistants to generate reports slows business growth. That is where the need for self-service analytics comes in.
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Creating the best marketing budget that suits the company's goals is a nightmare for marketing departments. We have developed 10 steps to build the perfect marketing budget for your company in 2025 that can help you cut down marketing costs.
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With countless AI software available on the market, it can be overwhelming to choose the right one. We've done the heavy lifting and conducted thorough research to bring you our comprehensive list of the top 10 AI tools you need to know about in 2024!
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Google Tag Manager (GTM) is a powerful tool that can revolutionise your website's marketing capabilities, but it comes with its own set of challenges. Let's explore the common mistakes users make and how to avoid them!
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Standard reports in Google Analytics 4 offer a good starting point, but they might not answer all your questions. That's where GA4 Explorations come in - a powerful tool that lets you dig deeper into your website data and uncover valuable insights.
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Feeling lost in the labyrinth of search engine results? This guide will equip you with the skills to analyse a SERP like a seasoned detective, ensuring you land on the websites that truly matter and boost your online presence.
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Ready to turn those casual web browsers into happy customers? This guide shows you how to boost your organic click-through rate (CTR) with essential strategies including site speed optimization, long-tail keywords, and analytics insights.
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Mental Availability is a potent force in the marketing world, crucial for understanding and influencing consumer behaviour. This guide explores the concept of Mental Availability, its measurement, significance, and impact on brand positioning and consumer choice.
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Understanding your customer base is crucial for business success in today's competitive landscape. This guide delves into the benefits and practical applications of customer segmentation using HubSpot and Google Analytics 4 to improve your business and profits.
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The importance of e-commerce analytics can't be overstated. This comprehensive guide explores challenges and provides tips on ensuring accurate data integration between Google Analytics 4 and Shopify platforms.
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Seeing '0m 00s' for Average Engagement Time in Google Analytics 4 can be alarming for website owners and marketers. This comprehensive guide explains why this metric appears as zero and provides actionable solutions to fix this common GA4 problem.
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Analytics, the practice of analysing and interpreting data to provide business insights, is an ever-changing landscape. This blog post delves into the most recent developments in the analytics sector as of September 2023.
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Pouring significant budget into marketing campaigns only to see minimal lead generation can be frustrating. This comprehensive guide explores common pitfalls that prevent high marketing investments from generating expected leads and provides proven solutions.
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Google Chrome's evolving privacy landscape continues to reshape how businesses approach digital advertising and user data collection. This comprehensive analysis explores Chrome's latest privacy updates and their impact on Google's advertising ecosystem.
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How can I calculate the cost per employee per project? Will an additional 10% on top of my quote cover my profitability margin? This guide explores essential financial management strategies for SMEs and provides practical forecasting solutions.
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As digital privacy concerns continue to grow, choosing the right web browser becomes increasingly crucial for protecting personal information online. This comprehensive analysis examines six popular browsers and their privacy protection capabilities.
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Learn how modern browsers like Firefox, Brave, and Safari block tracking elements by default, affecting Google Analytics data accuracy, and discover solutions like Backona to recover lost traffic data.
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Data management is at the heart of any successful business. This comprehensive guide provides a simplified overview of client-side and server-side data management concepts to help you choose what's best for your business needs, data strategy, and budget.
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The European Commission's adoption of the EU-U.S. Data Privacy Framework marks a pivotal moment for businesses using Google Analytics 4 and Google Tag Manager. This comprehensive guide explores how this framework addresses data protection concerns and enables secure data transfers.
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Google Analytics 4 (GA4) is a powerful analytics platform that provides valuable insights into your website or app's performance. This comprehensive guide explores the key benefits of GA4 and provides practical tips on how to leverage its data to gain more customers and improve business performance.
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Navigating cookie laws in the UK and EU can be complex for businesses operating online. This comprehensive guide breaks down the essential requirements of GDPR and PECR regulations, explains what cookies are, and provides practical strategies for compliance.
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