Google Analytics is golden standard for tracking website and marketing performance. Over the years, Google has released more versions starting with:

  • Google Analytics: The very first instance of Google Analytics, which came out in 2005
  • Universal Analytics (UA): The new and improved version of Google Analytics that came out in 2012
  • Google Analytics 360: Software suite that, in addition to Universal Analytics, provides Tag Manager, Optimize, Data Studio, Surveys, Attribution, and Audience Center. Came out in 2016.
  • Google Analytics 4: The latest version of Google Analytics, which came out on October 14, 2020.

Google has made additions and improvements to the platform, and Starting July 1, 2023, Universal Analytics will be replaced by Google Analytics 4.

The official announcement is “On July 1, 2023, standard Universal Analytics properties will no longer process data. You’ll be able to see your Universal Analytics reports for a period of time after July 1, 2023. However, new data will only flow into your GA 4 properties.”

Universal Analytics was built for a generation of online measurement that was anchored in the desktop web, independent sessions and more easily observable data from cookies.

Meanwhile, Google Analytics 4 operates across platforms, does not rely exclusively on cookies and uses an event-based data model to deliver user-centric measurement.

Google Analytics 4 is designed with privacy at its core to provide a better experience for both our customers and their users. It helps businesses meet evolving needs and user expectations, with more comprehensive and granular controls for data collection and usage.

Importantly, Google Analytics 4 will also no longer store IP addresses. These solutions and controls are especially necessary in today’s international data privacy landscape, where users are increasingly expecting more privacy protections and control over their data.

If you run Google Ads refer to Google’s page on how to switch to Google Analytics 4—which breaks the process down into 12 steps with effort levels indicated for each step.

Ways To Optimize Your E-Commerce Website

E-commerce has changed the way people shop. The majority of shoppers prefer going online, finding what they want, then ordering it. It seems that e-commerce has modified the shopping behavior of consumers in more ways than one. Such modifications have prompted business owners to launch e-commerce websites to fully adapt to innovation.

If you plan on starting an online business, or maybe you already have, it is good to know how to optimize your e-commerce website. The following tips can help you optimize your e-commerce website effectively:

It is important to increase your site speed. Online shoppers are not very keen on waiting. There are several other websites they can check out when one website won’t load or work as expected.

Learn about the render start time (RST) RST is how long it takes for the website to display its first page or content. When RST is longer than usual, it’s annoying and you can’t expect your customers to wait. If you don’t know already, Google also considers site speed when ranking websites. To check your site’s speed, you can use Google Checker. 

Check out these tips below on how you can increase your website loading speed:

·  Reduce the data size of your files. You can do this by compressing photos, videos, and other content.

·   Get a faster web hosting plan if you can afford it. The cost may be higher, but a competitive web hosting plan can potentially increase your website’s loading speed.

·   Reduce the number of plugins. Plugins add several features to your website but the more plugins there are, the more resources will also be needed for them to run. Aside from slowing down the website, it may also cause security issues with third-party providers.

There are several ways you can help increase your website speed. If you’re not sure which one applies to your website, you can also consider reaching us for help. We can be of great help when optimizing your e-commerce website. We are also offering full strategic services that can help your marketing activities.


Compared with the alluring, immediate results of conversion-oriented marketing, brand building is slower to generate tangible returns. The returns, however, are meaningful—and measurable. In terms of actual sales, Nielsen’s experience base shows that on average, a 1-point gain in brand metrics such as awareness and consideration drives a 1% increase in sales. While it might be easy to dismiss a single percent as immaterial, a 1% return on sales of $1 billion equates to $10 million, which is far from immaterial.

Source: Nielsen
link https://www.nielsen.com/us/en/insights/article/2021/when-it-comes-to-brand-building-awareness-is-critical/?utm_campaign=Corporate_Marketing&utm_medium=Email&utm_source=SFMC&utm_content=Newswire_Newsletter&utm_id=06_16_2021

IoT in education

One impactful way digital trends in education are reformulating the way students learn is through adoption of the Internet of Things (IoT).

Mobile technology, including smartphones, tablets, and other connected devices provide many benefits, including improving learning outcomes.

Cloud-connected devices can help professors tap into which students need more personal attention and make the teaching process more productive.

Connectivity allows students to make schedules and conduct research on-the-fly, which can improve task completion times, and textbooks in a digital format reduce cost and storage implications.

Hundreds of digital education tools have been created with the purpose of giving autonomy to the student, improving the administration of academic processes, encouraging collaboration, and facilitating communication between teachers and learners.

Here are presented one of them

  1. https://new.edmodo.com/
  2. https://www.socrative.com/
  3. https://www.dmklee.com/projeqt
  4. https://www.thinglink.com/
  5. https://www.ck12.org/student/

1.Edmodo is an educational tool that connects teachers and students, and is assimilated into a social network. In this one, teachers can create online collaborative groups, administer and provide educational materials, measure student performance, and communicate with parents, among other functions.

2. Socrative is a system that allows teachers to create exercises or educational games which students can solve using mobile devices, whether smartphones, laptops, or tablets. Teachers can see the results of the activities and, depending on these, modify the subsequent lessons in order to make them more personalized.

3. Projeqt is a tool that allows you to create multimedia presentations, with dynamic slides in which you can embed interactive maps, links, online quizzes, Twitter timelines, and videos, among other options. During a class session, teachers can share with students academic presentations which are visually adapted to different devices.

4. Thinglink allows educators to create interactive images with music, sounds, texts, and photographs. These can be shared on other websites or on social networks, such as Twitter and Facebook. Thinglink offers the possibility for teachers to create learning methodologies that awaken the curiosity of students through interactive content that can expand their knowledge.

5. cK-12 is a website that seeks to reduce the cost of academic books in the United States and the world. To achieve its objective, this platform has an open source interface that allows creating and distributing educational material through the internet, which can be modified and contain videos, audios, and interactive exercises.

Facebook study shows how social media may influence our vacation behavior

Facebook scientists want to know more about what vacation snaps could reveal about travel behavior and the world’s most popular locations — and they’ve trained an A.I. trained on some 58,000 geo-tagged photos to help do so.

The concept is an interesting one. Tourist destinations frequently become popular because they are shared in the form of online images. That, in turn, can have a big effect on influencing where people travel (in a time when such a thing is possible) and even the kinds of photos they take once they are there. To explore this phenomenon, Facebook A.I. researchers used artificial intelligence algorithms to analyze a massive archive of Flickr images, taken between 2004 and 2019, to uncover some of these details and unique insights.

In the study, Facebook’s scientists looked at aggregated tourist movements across travel sites to uncover the popularity of each one, how often it is photographed, and factors possibly influenced by conservation and policy efforts, like entry regulations and the number of tourist passes that are sold. Using visual clustering algorithms, they were able to determine the most popular locations photographed at sites, and more. For this paper, they focused on Cuzco, Peru. However, the same technique could be used for any historical site.

Read original article

Do You Need Progressive Web App?

Mobile consumers have been growing steadily, and it’s expected that more eCommerce sales will be on mobile than through traditional web browsing by 2021. To meet these demands, eCommerce companies need to offer intuitive and accessible interfaces that make mobile purchases quick and. That’s where progressive web apps (PWAs) come in.

What is a Progressive Web App (PWA)?

A progressive web app is a website that looks and feels like a native mobile app. PWAs run in the browser, so there’s no need to download the app from the Google Play Store or iOS App Store.

PWAs are meant to eliminate a range of issues from slow networks to data limitation or complete lack of connectivity. Websites that meet all the requirements of a PWA leverage the latest web technologies to provide a reliable, fast, and engaging user experience.

Twitter is one example of a progressive web application. Go ahead and log into your Twitter account via your smartphone’s browser. You’re now using a PWA that’s capable of performing real-time notifications, offline notifications, and other app-like functions.

Another progressive web app example can be found in Gmail. Again, log into your Gmail account via your smartphone’s browser, and you’ll experience an app-like experience that allows you to individually select emails, label them, move them between folders, and so forth. You’ll also see new emails drop into your inbox in real-time. 

PWAs vs. responsive websites

Responsive websites were the next logical step when mobile became popular. It let companies offer a better experience for mobile users, without the costs of developing native apps. This also means that responsive websites don’t have capabilities like offline support, push notifications, and other native-like features that users expect on their phones. Тhese features can drive customer engagement and conversions, so eCommerce companies may want to consider converting your responsive website into a fully-functioning PWA.

PWAs vs. native apps

Native apps are built to run on a specific operating system like Android or iOS. Developers need to use specific languages like Java or Swift to build the apps, or give up some of the native look and feel with a cross-platform development tool like React native. Once built, the app must be submitted and reviewed by the Google Play or Apple store to make sure it’s up to each platform’s standards. All in, this process can take months. PWAs sidestep all of this because they’re just an extension of your website with newer web features that offer a more native-like experience. You don’t deal with app stores, and the technologies are standard for frontend developers.

Responsive website vs native app vs Progressive Web App (PWA)

Source: Coredna.com

Basic digital skills

What are the basic digital skills?

Digital skills are broadly defined as those needed to use digital devices, communication applications, and networks to access and manage information, that covers a huge range and variety of skills. There are different tiers of digital skills.

Essential Digital Skills

  • Using devices and handling information.
  • Creating and editing.
  • Communicating.
  • Transacting.
  • Being safe and responsible online.

Universities around the world are offering their courses online for free (or at least partially free. These courses are collectively called MOOCs or Massive Open Online Courses. Listed and categorized according to the subjects can be found on the following links:


According to marketingland.com GoogleFacebook and Amazon are the top three digital ad platforms in the U.S. Together they capture just under 70% of all digital ad dollars spent according to eMarketer. More than two-thirds of all digital spending!

Facebook and Google have been predicted to control an estimated 59.3 percent of all digital ad spend in the U.S. Both platforms have launched a series of capabilities to bring more automation into campaign management. Fundamentally, Facebook and Google’s updates are building machine learning into campaign strategy at higher level than other companies.

Introduced in 2019, the Google Local Ads format is designed for one purpose: to drive brick-and-mortar store visitation. Google Local Ads use a combination of display, text, and video assets across Google search, Google Maps, Google Display Network, Google My Business, and YouTube to optimize across platforms with the goal of driving brick-and-mortar store visitation.

Google collects data on their more than one billion active users across three million websites and apps to identify users’ demographics, behavior, location, and intent. They then use machine learning technology to identify consumer patterns to optimize budgets toward users most likely to visit a store location.

Facebook includes a list of inventory where advertisers can purchase media, including Facebook, Instagram, and Facebook’s related mobile apps, mobile websites, Instant Articles, and videos. In June 2019, the platform slowly started to introduce Instagram Explore as an additional placement for advertisers to display creative messaging. Facebook Search Results Ads are available to all advertisers. Ads that are added to the Facebook Search Results placement will appear both in general search result pages and Marketplace search results and are designed to fit each experience natively. Furthermore, they look similar to News Feed ads, have the same transparency and controls, and share the same “Sponsored” label as other ads across Facebook.

Advertisers are strongly encouraged to bid on automatic placements to achieve more efficient campaigns by selecting all available inventory. In 2019, 68 percent of competitor agencies have started adopting automatic placements or using at least four placements. Facebook’s bidding system leverages machine learning to help automate where ads are seen to maximize results. 

Platforms become more accessible for small businesses by automating day-to-day responsibilities that signals a trend for smarter campaigns by automating all digital campaigns within Google and Facebook, with more data signals to optimize what would be difficult to do manually .

#Google Local Ads #Facebook #Instagram #Instant Articles #Google #GoogleSearch #GoogleMaps #GoogleDisplayNetwork #GoogleMyBusiness #YouTube