In Google Analytics 4 (GA4), key events refer to specific user actions that closely align with business objectives. These may include conversions, form submissions, or engagement actions, such as playing a video or expanding a text box. Labelling certain events as “key,” better models conversions and generates insights that support meaningful decisions. Accurate event tracking […]
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Direct and organic traffic are two of the most frequently discussed sources when analyzing website visits. Their definitions are well established: Direct traffic: Visitors who land on a website by typing the URL directly into their browser or using a saved bookmark. Organic traffic: Visitors who arrive via a search engine after clicking a non-paid […]
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Google may still reign over traditional search, but artificial intelligence (AI) is quickly emerging as a formidable challenger. AI-powered search delivers faster, more specific answers to users’ queries, with less effort than conventional search engines require. As a result, a new kind of website traffic has emerged: AI referral traffic. AI referral traffic is website […]
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Protein Works, an innovation-led nutrition and functional foods brand, is pleased to announce a strategic partnership with SALT.agency, a world-renowned SEO agency. The move signals a significant step in Protein Works’ ambitious growth plans to expand its marketing and product strategy through a focused analytics and SEO strategy, with a keen eye on leveraging AI […]
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Google Analytics 4 is here, and from July 1st 2023, the free version of Universal Analytics (AKA Google Analytics 3) stopped collecting data after more than decade as the default standard. If you’re using UA to collect data on your websites, that means it’s time to learn all about GA4 migration — and fast. Our […]
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The below article has been jointly written by SALT’s Head of Data & Insights, Thierry Ngutegure, and Head of Technical SEO, Dan Taylor. The travel and tourism sector is on the brink of a significant transformation with the emergence of AI. AI technology streamlines booking, offers personalised recommendations, and creates immersive experiences. In addition, AI’s […]
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