Apr 24, 2023 1209 reads

Universal Analytics Attribution Models

Attribution models are essential tools in digital marketing for understanding the impact of marketing activities, optimizing budgets, developing strategies, gaining customer insights, measuring performance, evaluating different channels’ contributions, and making data-driven decisions.By choosing the right attribution model, you can make your marketing efforts more efficient and effective, thereby increasing the success of your marketing strategy.To select the appropriate attribution model, you need to understand the models available in Universal Analytics and Google Analytics 4.What Is Attribution Modeling?Attribution modeling is a method used in digital marketing and advertising to assess the contribution of various marketing channels during a customer’s conversion journey. It determines which channels were most effective before a user completes a purchase or conversion.In digital marketing, multiple channels—organic search, paid search, social media, email marketing, referral traffic, content marketing, and interactive ads—often contribute in sequence to a single conversion. Attribution models evaluate these complex interactions to reveal each channel’s weight in driving that conversion.In short, attribution models provide valuable insights for budget allocation, strategy optimization, channel performance analysis, conversion path tracking, and understanding customer behavior.Why Are Attribution Models Important in Digital Marketing?When used correctly, attribution models offer marketers critical analytical insights into the effectiveness and return on investment of their campaigns. This empowers them to understand performance, optimize budgets, refine strategies, gain customer insights, measure ROI, evaluate channels, and make informed decisions.Common Attribution ModelsGoogle Analytics provides several built-in attribution models: Last Interaction (Last Click) Last Non-Direct Click Last Google Ads Click First Interaction (First Click) Linear Time Decay Position-Based Last Interaction (Last Click)The Last Interaction model attributes 100% of the conversion value to the final click or interaction before conversion, ignoring all earlier interactions. It assumes the last touchpoint is the most important, but it can overlook the influence of previous channels in the customer journey.Last Non-Direct ClickThis model gives full credit to the last click or interaction that was not “direct” traffic, and it ignores any direct visits. It’s useful for understanding the impact of non-direct channels, but like Last Interaction, it disregards earlier touches.Last Google Ads ClickThe Last Google Ads Click model assigns all conversion credit to the last Google Ads click. It’s ideal for measuring paid search performance but ignores contributions from other channels.First Interaction (First Click)First Interaction attributes all conversion value to the very first click or interaction in the customer journey. It highlights awareness channels but overlooks any later touches that may have influenced the final conversion.LinearThe Linear model distributes credit equally across every touchpoint in the conversion path. It provides a balanced view but may mask the true impact of especially crucial interactions.Time DecayTime Decay gives more credit to interactions closer in time to the conversion. Early touches get less weight, emphasizing the last steps in the journey.Position-BasedThe Position-Based model assigns 40% of the credit to both the first and last interactions, and the remaining 20% is evenly split among the middle interactions. This highlights both awareness and conversion touchpoints but gives less weight to in-between channels.Which Attribution Model Does Universal Analytics Use by Default?By default, Universal Analytics uses the Last Interaction (Last Click) attribution model. That means every conversion is attributed to the last channel the user clicked before converting, and all other channels are ignored.In our next article, we’ll examine Google Analytics 4 and its attribution model options.

Apr 19, 2023 1031 reads

User Agent and Location Construction in Website Analysis

While analyzing a website, we have compiled 2 methods for you to analyze how the website looks from different locations and how it opens in different user-agents!Why Is Location Important for Websites?In website analysis, locations can affect the website’s SEO visibility. This is because websites are often designed for target audiences in a specific region or country. Therefore, if your website’s location does not match the geographic location of your target audience, your website’s SEO visibility may be negatively affected.For example, if a Turkish company wants to serve customers in Turkey, their website should be in Turkish and listed in popular search engines in Turkey. Additionally, hosting the website on servers located in Turkey can help optimize page load times. Moreover, using a CDN for different locations is also very important in terms of website performance. For more detailed information about CDNs, check out our blog Improve Your Website Performance with CDN!How to Change Location in Website Analysis?While analyzing your website’s SEO performance, there is a great method to analyze how and how fast it opens from different locations. Moreover, you can do this directly from your Chrome browser’s developer panel without needing any plugin or tool.First, after entering the website, right-click and select "Inspect" at the very bottom.Then, in the opened inspect panel, click on the three-dot icon on the right side and activate > more tools > sensors.In the Sensors panel, by clicking on the "Location" option, you can either select one of the ready-made locations:Or you can add a custom location from the "Manage" section:After selecting a location, simply refreshing the page will be enough to analyze how your website opens from that location. This way, you can analyze your website’s visibility from different locations and carry out SEO optimizations.Why Is User-Agent Important for SEO?User-agent is an HTTP header that defines the type and characteristics of browsers accessing a website. For SEO work, the importance of user-agent lies in the fact that search engines use it while crawling and indexing websites. Search engines use different user-agents when crawling, and these user-agents may crawl different versions of websites.For example, if a website has both a desktop version and a mobile version, search engines can crawl both and consider them when listing in their indexes. Therefore, in SEO practices, it is important for your website to be mobile-friendly and for its mobile version to be optimized.Another importance of user-agent is that it can affect how a website looks visually and the user experience. Different browsers and devices can display websites differently and have different capabilities. Therefore, testing and optimizing websites under different user-agents is important to improve user experience.How to Change User-Agent in Website Analysis?While performing your website’s SEO analysis, there is a very simple method to learn how it is perceived by different search engine and browser bots. Again, you can do this analysis easily using only your Chrome browser, without any plugins or tools.First, after entering the website, right-click and select "Inspect" at the very bottom.Then, in the opened inspect panel, click on the three-dot icon on the right side and activate > more tools > network conditions.In the Network Conditions panel that opens at the bottom, uncheck the "Use browser default" option under the User agent section.Then, from the menu right below, choose the user-agent you want to analyze with, and refresh the page.In this way, we can analyze how our website looks and loads in different user-agents. Additionally, we can easily check whether there are any contents hidden from search engine bots but shown to users on the websites/brands we serve, and whether these contents and designs harm SEO visibility.In conclusion, the importance of user-agent for SEO practices is that it is used by search engines that can crawl different versions of websites and that it can affect user experience. Testing and optimizing websites under different user-agents can help improve the website’s visibility and enhance user experience.

Apr 19, 2023 941 reads

How to Analyze Crawl Budget? Search Console & Log File

We have compiled the methods for understanding which pages on your website are crawled and how frequently, to help you perform a successful crawl budget analysis and optimization! In this content, you will learn to determine how often search engine bots visit your website using two different methods, enabling you to perform a successful crawl budget optimization!What is Crawl Budget?Crawl budget is the total amount of resources allocated for managing a website's crawling process. These resources include factors such as the number of pages a search engine can visit, crawl frequency, and crawl depth. Crawl budget determines how your website is perceived and indexed by search engines.Crawl budget is especially important for large websites. These sites may contain thousands of pages and pieces of content, and search engines will want to crawl these pages regularly. However, search engines do not have unlimited resources for every website, so crawl budget helps optimize the crawling process of a website.Crawl budget can also help a website rank higher in keyword search results. This is because regular crawling by search engines allows them to detect updated content and changes, resulting in better rankings. Additionally, crawl budget can improve a website's accessibility and usability.How to Analyze Crawl Budget?To analyze crawl budget and determine how often search engines crawl which pages, you can use two different methods. One is the Crawl Stats report provided by Search Console, and the other is the Log File Analyzer tool in Semrush. Although the Search Console tool provides reliable results, it does not summarize the crawl frequency of pages. Therefore, by using Semrush's Log File Analyzer tool, you can analyze the log file directly from your server and examine the most accurate results.Crawl Budget Analysis with Search ConsoleTo perform a crawl budget analysis using the Search Console panel, first open the Search Console panel and go to the "Settings" panel located at the bottom right.Then, in the opened panel, click on the "Crawl Stats" option located in the middle section.In the opened panel, we can see which domains and subdomains the search engine (Google) bots discovered on our website, which response codes they received from these URLs, which file types such as HTML, CSS, JS, and Images were visited, how frequently, and which errors occurred.For example, when we look at pages with 200 response codes, we can see how often and on which dates Google crawled these pages and perform our crawl budget analysis.Of course, since Search Console does not summarize the crawl frequency of these pages, to find out, you can "Export" the pages and examine them in Excel, or use our second method, the Semrush Log File Analyzer tool.Crawl Budget Analysis with SemrushWith the Semrush Log File Analyzer tool, you can upload a log file from your server to learn all the IP addresses, search engine bots, visited pages, and crawl frequencies for your website.First, go to the Semrush Log File Analyzer tool. Then click the "Upload Log File" button on the right side.In the opened window, select the log file downloaded from your server, upload it, and then click the Processing button to start the analysis.Once the analysis is complete, Semrush provides information about which subfolders/URLs and pages are most frequently crawled by search engine bots, their crawl frequencies, and response codes according to the log file data.For example, in our analysis, we see that the /tr folder's blog pages on our website were visited and crawled the most. Thanks to this analysis, you can also learn how the crawl budget is being used on your website and ensure that the pages you want to highlight are crawled more frequently by performing appropriate optimizations!How to Optimize Crawl Budget?Optimizing crawl budget requires taking specific steps to ensure the healthy crawling process of a website. These steps may include:Optimize Page Hierarchy: Optimizing your website's page hierarchy makes your crawl budget usage more efficient. This ensures that important pages are crawled more frequently.Reduce Duplicate Content: Duplicate content can be perceived as spam by search engines and negatively affect your crawl budget usage. Therefore, efforts should be made to eliminate factors causing multiple versions of the same content on your website.Fix Broken Links: Broken links reduce the usability of your website and affect crawl budget usage. Therefore, create a regular maintenance plan to fix broken links.Create an XML Sitemap: An XML sitemap ensures that all pages and content on your website are crawled by search engines. It helps use your website’s crawl budget more efficiently.Update Content Regularly: Regular content updates ensure that search engines crawl your website consistently, which can help your site achieve better rankings.Optimize Page Speed: Page speed directly impacts your crawl budget. Fast-loading pages allow search engines to crawl your website more quickly.Focus on Internal Linking: The number of links pointing to a webpage from within your site correlates with the crawl importance of that page. Therefore, make sure to link to the pages you want to highlight from visible areas of your site.Crawl budget is just one of the strategies to improve a website's performance. However, its difference from other strategies is that it is directly affected by search engines. Optimizing your crawl budget ensures that your website is crawled more frequently and can help achieve better rankings. For detailed information on crawl budget optimization, you can check our blog titled 7 Steps to Crawl Budget Optimization!In conclusion, crawl budget is important for managing a website's crawling process. Optimizing this budget ensures that your website is crawled more frequently by search engines and helps achieve better rankings. Steps to optimize crawl budget include optimizing page hierarchy, reducing duplicate content, fixing broken links, creating an XML sitemap, regularly updating content, and optimizing page speed.

Apr 17, 2023 5147 reads

Google Search Snippet Types and Techniques

We have compiled the types of snippets and techniques you need to target in order to appear in Google's featured content and rich results in our article! What is a Google Snippet? A Google snippet is a prominent feature on the Google search results page. This feature is used to present information to users in search results and usually appears at the top of the search engine results page. Google snippets help users quickly find the information they are looking for when performing a search. Therefore, optimizing a website’s Google snippets is an SEO strategy that site owners use to increase web traffic. There are various types of Google snippets. Some are designed to simply provide an answer to a user’s query. For example, there are snippets that display product prices, descriptions, or sellers. In addition, there are snippets that include images, videos, and other multimedia elements. What are the Types of Google Snippets? Google snippets come in multiple types depending on the need. For example, FAQ snippets that answer question titles, or rich snippets that share practical details such as feature information or price information about a product/service. Rich Snippets Rich snippets provide more information on specific topics such as e-commerce products, restaurants, or movie listings. For example, for a query like "Samsung Galaxy S20", a rich snippet example might look like this: To appear in rich snippets, our websites must include Product Snippet and Review Schema structured data markups. Search engines understand the values in these structured data markups and help us appear in rich snippets. An example of a Product and Review markup: { "@context": "https://schema.org", "@type": "Product", "aggregateRating": { "@type": "AggregateRating", "ratingValue": "3.5", "reviewCount": "11" }, "description": "0.7 cubic feet countertop microwave. Has six preset cooking categories and convenience features like Add-A-Minute and Child Lock.", "name": "Kenmore White 17\" Microwave", "image": "kenmore-microwave-17in.jpg", "offers": { "@type": "Offer", "availability": "https://schema.org/InStock", "price": "55.00", "priceCurrency": "USD" }, "review": [ { "@type": "Review", "author": "Ellie", "d atePublished": "2011-04-01", "reviewBody": "The lamp burned out and now I have to replace it.", "name": "Not a happy camper", "reviewRating": { "@type": "Rating", "bestRating": "5", "ratingValue": "1", "worstRating": "1" } }, { "@type": "Review", "author": "Lucas", "datePublished": "2011-03-25", "reviewBody": "Great microwave for the price. It is small and fits in my apartment.", "name": "Value purchase", "reviewRating": { "@type": "Rating", "bestRating": "5", "ratingValue": "4", "worstRating": "1" } } ] } For more information about rich snippets, you can check out our blog post called A to Z Rich Snippet Guide! Featured Snippets The most common type of Google snippet, usually answering a question. They provide answers for queries like "Best...", "How to...", "When...". For example, for a search titled "What are Google penalties?", a featured snippet example would look like this: To appear in featured snippets, your page must include Article/BlogPosting markup. An example of an Article structured data markup:{ "@context": "https://schema.org", "@type": "Article", "author": "John Doe", "interactionStatistic": [ { "@type": "InteractionCounter", "interactionService": { "@type": "WebSite", "name": "Twitter", "url": "http://www.twitter.com" }, "interactionType": "https://schema.org/ShareAction", "userInteractionCount": "1203" }, { "@type": "InteractionCounter", "interactionType": "https://schema.org/CommentAction", "userInteractionCount": "78" } ], "name": "How to Tie a Reef Knot" } Image Snippets Image snippets display a preview of an image in search results. For example, for a query like "Aurora landscape", an image snippet example would look like this: For your website to appear in image snippets, the images used on the page must have alt tags, image names must be SEO-friendly, and the images should be used in the relevant paragraph sections. FAQ Snippets FAQ snippets are a type of accordion rich result list that shows the most frequently asked questions from a web page’s content under the search result link. For example, for the search "How is a hair transplant done?", an FAQ snippet example might look like this: For your website to appear in FAQ snippets, using FAQ structured data markups in your article pages will be highly advantageous. An example of an FAQ structured data markup:{ "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "What is the return policy?", "acceptedAnswer": { "@type": "Answer", "text": “ Most unopened items in new condition and returned within 90 days will receive a refund or exchange. Some items have a modified return policy noted on the receipt or packing slip. Items that are opened or damaged or do not have a receipt may be denied a refund or exchange. Items purchased online or in-store may be returned to any store. Online purchases may be returned via a major parcel carrier. Click here to initiate a return. " } }, { "@type": "Question", "name": "When will my credit card be charged?", "acceptedAnswer": { "@type": "Answer", "text": "We'll attempt to securely charge your credit card at the point of purchase online. If there's a problem, you'll be notified on the spot and prompted to use another card. Once we receive verification of sufficient funds, your payment will be completed and transferred securely to us. Your account will be charged in 24 to 48 hours." } } } ] } Knowledge Panel Snippets Knowledge panel snippets provide information about a person, place, or thing, and usually appear at the top of search results. For example, for a query like "Information about Leonardo da Vinci", a knowledge panel snippet example would look like this: To appear in knowledge panel snippets, it is necessary to include sources and references in the content to ensure the accuracy of the information provided and to make citations to the relevant sources. The Importance of Structured Data Markups for Google Snippets Adding structured data markups for Google snippets helps you present your content in a way that search engines can better understand. These markups tell Google what your content is about and how it is organized. This allows search engines to create special presentations such as rich snippets and other featured results in the search results pages. Here are some common structured data markups and which ones you should add for Google snippets: Article: This structured data markup is used for news articles, blog posts, and other similar content. It especially includes basic information such as "title," "author," "date," and "image."Recipe: This structured data markup is used for recipes. It especially includes basic information such as "ingredients," "method," "cooking time," and "calories."Product: This structured data markup, also known as a product snippet, is used for products on e-commerce sites. It especially includes basic information such as "brand," "model," "price," and "stock status."Event: This structured data markup is used for concerts, sports events, and other activities. It especially includes basic information such as "event name," "date," "location," and "price."Video: This structured data markup is used for videos. It especially includes basic information such as "title," "description," "publisher," and "publish date." These structured data markups are essential for Google snippets and other featured results. Therefore, by using these markups in your content, you can help search engines better understand your content and create featured results.

Apr 16, 2023 6108 reads

What is Google Tag Manager? How to set up GTM?

"When someone asks 'What is Google Tag Manager?', our article aims to answer this more easily by also covering how to add GTM codes in panels like WordPress, Ticimax, and T-Soft, and we hope it will be useful for you.What Is Google Tag Manager (GTM)?Google Tag Manager is an online tool used to add analytics, marketing, and other code snippets to websites. Often abbreviated as "GTM," it makes it easier for digital marketers and web developers to add and manage code on their sites without directly editing the source code.Instead of traditional code edits, Google Tag Manager provides a user-friendly interface for adding code snippets. This approach reduces the need for developer intervention and offers a flexible way to manage quick code changes—making GTM a major advantage in any toolkit.GTM can manage Google Analytics, Google Ads, Meta Pixel, Hotjar, Microsoft Clarity, and many other marketing tags. These tags collect user behavior, conversions, and other analytics data. GTM allows you to easily add, edit, remove, and manage tags, making site management more efficient.It can also handle A/B tests, targeting, personalization, and other marketing efforts, giving site owners and marketers the flexibility and control to optimize their sites effectively.In short, Google Tag Manager is a tool that simplifies and centralizes tag management for analytics and marketing, streamlining website management processes.Why Is Google Tag Manager Important and What Are Its Benefits?GTM offers many benefits to site owners and analysts: Easy Code Management: Simplifies adding and updating code snippets via a user-friendly interface, reducing reliance on developers. Fast Tag Management: Quickly add, edit, remove, or manage analytics and marketing tags such as Google Analytics, Google Ads, Facebook Pixel, Hotjar, speeding up campaign launches and optimizations. Flexibility & Control: Specify which pages, events, or user segments trigger each tag, enabling personalized strategies and optimized user experiences. Rapid Testing & Optimization: Supports A/B testing, targeting, and personalization, allowing marketers to test variations and continuously improve site performance. Data Accuracy & Reliability: Ensures tags fire correctly, reduces configuration errors, and increases data reliability for better decision-making. Quick Updates: Update tags without changing site code, keeping your site current and secure. Team Collaboration: Multiple users can work in the same container, with version history and change tracking to support collaborative workflows. How to Install Google Tag Manager (GTM)?Follow these steps to set up GTM:Step 1: Create a GTM Account Go to https://tagmanager.google.com and sign in. Click “Create New Account.” Enter the account name, country, and time zone. Accept the terms and click “Create.” Log in to your new GTM account. Step 2: Create a Container Within your GTM account, create a container (the workspace for tags, triggers, and variables). Name it and choose the target platform (Web, iOS, Android). Click “Create.” Step 3: Add Container Code to Your Site After creating the container, copy the code provided from “Install Google Tag Manager.” Paste the code immediately above the opening tag on every page of your site. Save changes and publish your site. Step 4: Add Tags, Triggers, and Variables Return to your GTM container. Use the “Tags” tab to add tags, “Triggers” for firing rules, and “Variables” for dynamic values. Click “New,” choose the tag type, configure settings, and publish. Step 5: Publish Your Setup After adding tags, triggers, and variables, save changes and click “Submit” to publish. How to Install GTM in Ticimax?To add GTM code in Ticimax:Step 1: Log in to Ticimax Go to https://panel.ticimax.com/ and log in. Step 2: Site Management In the panel, go to “Site Management” and select your site or create one. Step 3: Settings Click “Settings,” then go to “General Settings” > “Digital Marketing.” Step 4: Add the GTM Code Paste the container code into the “Google Tag Manager (GTM) Code” field. Click “Update.” Step 5: Verify on Your Site Visit any page, view the source (right-click > “View Page Source”), and confirm the GTM code is present. How to Install GTM on WordPress?In your WordPress admin panel: Go to “Appearance” > “Theme Editor.” Select header.php, locate the opening tag, and paste the GTM code immediately after it. Save changes and verify on your site. How to Install GTM in T-Soft?In your T-Soft panel: Log in and navigate to “Settings” > “Main Settings” > “Tracking Codes.” Click “+ New,” paste the GTM code, and save. What Are the Components of GTM?Key GTM components include:TagCode snippets that perform specific functions, such as Google Analytics tracking code, Meta Pixel, or AdWords conversion tracking.TriggerConditions that determine when tags fire, such as page views, form submissions, or button clicks.VariableDynamic values used by tags and triggers, such as page URL, page title, or form field values.How to Preview in GTM?After setting up an event in GTM, always use Preview mode to verify correct implementation.

Apr 16, 2023 3288 reads

What are cookies? What do they do?

Cookies are small data files collected via users’ browsers on websites. These files are used to track and analyze how users interact with a site. That’s why cookies are so important in the analytics world: they help measure site performance, understand user behavior, and improve the site.Here, we’ve compiled everything you need to know and all the frequently asked questions about cookies.What Are Cookies?Cookies are small text files that a web browser stores on a user’s device.These files allow websites to track users’ preferences and behavior, deliver personalized content and services, ensure proper functionality, enhance security, and identify areas for improvement through performance analysis.For example, a site can store a user’s login credentials in a cookie so that when the user returns, they are automatically signed in. You may know that Google announced in January 2020 that Chrome and its other products would phase out third-party cookies. That date was ultimately pushed to mid-2024 because Privacy Sandbox is still in testing.Privacy Sandbox is Google’s privacy-focused ad initiative for Android that replaces third-party cookies. To predict how a cookieless digital marketing world will look, we first need to understand what cookies are and their types.What Are First-Party Cookies? First-party cookies are small data files set under the site’s own domain when a user visits. They are created via the browser and used on later visits. They measure site performance, manage user sessions, remember preferences, and help improve the site. For example, they can recall a visitor’s language choice or site theme for faster access. Because first-party cookies are limited to a single domain, they help protect privacy and provide a more secure browsing experience. What Are Third-Party Cookies? Third-party cookies are set by a different domain than the one the user is visiting, delivered by an external server and stored in the browser. They are used for advertising and marketing. For example, an ad network uses third-party cookies to determine user interests and serve relevant ads across sites. They can threaten user privacy, so browsers offer blocking options, and regulations like GDPR and CCPA restrict their use. Site owners may limit or disable third-party cookies to protect privacy rights. Why Cookies MatterThird-party cookies play a crucial role in digital advertising. Advertisers rely on them to define target audiences and build accurate consumer profiles during campaign planning. User Experience: Cookies track preferences and behavior to deliver personalized content and services. For example, remembering cart items or language settings enhances the experience. Marketing Strategies: Cookies enable marketers to analyze behavior, segment users, create targeted campaigns, and optimize strategies with personalized offers. Site Performance: Cookies help monitor which pages are most visited, what content is most effective, and which devices are used, guiding performance improvements. Conversion Tracking: Cookies verify conversions—such as purchases or form submissions—and measure campaign effectiveness. The data collected is often used in retargeting and display advertising campaigns, underscoring cookies’ importance. Third-party cookies track user behavior over time by storing data on their device. This enables personalized ads for previously viewed or interacted-with products or services. Especially in display advertising, personalized ads often outperform traditional ones, highlighting cookies’ direct impact on ad performance, analysis, and measurement. Cookie TypesCookies come in various types and serve different purposes. Common ones include: Session Cookies: Temporary cookies created during a session and deleted when the browser closes. Persistent Cookies: Remain on the device for a set period to recognize returning visitors and preserve preferences. Third-Party Cookies: Set by external domains—ad networks, analytics providers, social platforms—to track across multiple sites. Performance Cookies: Used to monitor site speed, detect errors, and track user interactions to enhance user experience. Targeting/Advertising Cookies: Deliver ads tailored to user interests and measure ad performance. Life Without Third-Party CookiesAd platforms that lose third-party data will turn to server-to-server connections or CRM integrations. But these methods can’t fully restore the current data flow or ad efficiency. Many efforts today focus on prolonging third-party cookies rather than innovating CRM-based measurement solutions.Brands will see decreased ROI from new and existing users and higher CPAs. Even if CPA remains stable, engagement metrics (bounce rate, pages per session, etc.) will likely decline. For example, Meta’s targeting algorithms won’t work without third-party cookies.On the web, analytics via Google or Adobe will also suffer data loss, leading to flawed performance metrics and misaligned attribution modeling in ad platforms.Alternative ChannelsAs third-party cookies diminish, alternative data channels grow more important. For example, login and signup data plus site search history can power targeted ads and recommendations.Email addresses can fuel email marketing, and social media profiles can support personalized advertising and suggestions.What Can We Do with Cookies?Think of cookies as a browser-stored data repository. We can capture every user action on the site, store searches and clicks in cookies for defined periods, and use that data as input for analysis. The possibilities are limited only by our imagination. First-party cookies let us create a rich dataset directly from user interactions, giving us true first-party data.Google Analytics & CookiesCookies are the cornerstone of Google Analytics’ data collection. By deploying GTM and Analytics tags, we can track every user action on the site and report on it.