Articles | Resources

The Investigation Phase: Setting the Foundation of Wave

2nd June, 2023 Maxime Denis

This article is the first of a series on the essential phases of software development. It will be divided into 5 main topics: analysis, design, development, testing and deployment. As you will see later in this article, the first one will explain how important the analysis phase is before starting...

Overcoming the challenge of iframe tracking

2nd June, 2023 Justine Heeren

If you already did some research about iframe tracking, you might have read people complaining that it is technically difficult to track user interactions within an iframe due to the inability to access its content from the parent page. Contrary to popular belief, you can still make it work! There...

Understanding GBRAID: The difference with WBRAID and GCLID

26th May, 2023 Robbe Desmyttere

Recently, many advertisers got an email titled: “Important: GBRAID parameter will be enabled for your URLs to measure your iOS14.5+ conversions”. But what is the GBRAID parameter exactly, and how will it affect your tracking? What is GBRAID? Since Apple’s ATT policies took effect in 2021, Google...

Local Inventory ads: Pickup options, on Display to order, Curbside pickup - little walk through the exhaustive but somewhat confusing local shopping offer of Google

26th May, 2023 Eliot Dewilde

Introduction t’s been quite some time that Google has been at the forefront of the “offline to online” advertising and measurement solutions. Together with other actors such as Meta, Asklocala and Admoove, they understood the need of advertisers with brick-and-mortar shops to see the impact of...

Performance Max: Reporting on Cost and Conversions per Channel & Placement with new Google Ads Script

19th May, 2023 Alexander Saliba

Performance Max

What is Performance Max? Released in June 2021, Performance Max campaigns were presented to digital marketers by Google as a new advertising solution as part of their efforts to help advertisers become more efficient in creating campaigns to reach their target audiences and to drive better online...

What’s the (other) row in GA4 and how do I solve it?

8th May, 2023 Robbe Desmyttere

The launch of GA4 has been a bumpy ride. GA4 is a significant change of the previous version of Google Analytics, Universal Analytics. It introduces new features, data modeling and reporting that require a significant learning curve for users. Additionally, some users have reported technical...

Marketing Mix Modeling: How to Get Started

19th April, 2023 Xavier Lince

Marketing Mix Modeling

In today's business landscape, marketing mix modeling has emerged as a critical tool for companies seeking to optimize their marketing efforts and maximize their return on investment. As marketing campaigns merge offline and online channels, and with the new abundance of data, the industry is...

The impacts of AI-powered search engines

19th April, 2023 Eloi Baudelle

Search engines have become an indispensable tool in our life. We have harnessed their vast potential and reached a point where we take for granted that almost everything is searchable on Google. Our dependence has even given them disproportionate power and influence over online behavior, content...

What is Marketing Mix Modeling?

17th February, 2023 Robbe Desmyttere

Marketing Mix Modeling

Over the past several years, there has been extensive coverage on the phasing out of third-party cookies and its implications for the advertising industry. Marketers are grappling with the question of how to maintain their advertising strategies in a post-cookie world. Previously, Semetis wrote an...