Adding the GA4 tracking code to your website is the crucial first step to collecting visitor data—but it’s not always obvious where that code belongs or how to install it correctly. Quick answer: The GA4 tracking code goes in the <head> section of every page on your website, right before the closing </head> tag. You … Read more
Predictive analytics turns yesterday’s browsing into tomorrow’s outcomes. Instead of asking “What happened?” you ask “What’s likely to happen next—and what should we do about it?” On a website, that means estimating a visitor’s probability to convert, churn, subscribe, return, or abandon—and then shaping the experience proactively. No code here, just the strategy so marketers, … Read more
When traffic or conversions suddenly spike or drop, hours matter. Automated anomaly detection surfaces those moments—good and bad—without waiting for a weekly review. Done right, it shortens time-to-fix for issues and time-to-capitalize for opportunities. What “anomaly” actually means An anomaly is data that deviates from its expected pattern given normal seasonality and trend. In web … Read more