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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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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