The search scenery is evolving. We’re witnessing a shift from simple keyword matching to complex interpretations of user intent. Thanks to advances in natural language processing and generative AI such as ChatGPT or AI Mode, search engines are no longer just answering queries. They’re starting to engage in conversations with the users.

This evolution is reshaping how people interact with search engines and, as a result, what SEO means today. Instead of focusing only on keyword placement, we must now understand context, nuance, and user expectations. SEO has become less about visibility and rankings and more about relevance within AI-driven answers.

Generative AI in action: generated content, instant answers & brand visibility

Generative AI is revolutionizing the way companies approach content creation. Brands can now produce SEO-friendly content at scale, brainstorm topics quickly, and streamline their editorial processes. AI tools enable marketers to respond faster to trends and user questions.

On the other side, search engines are leveraging AI to provide instant answers directly within the search results without the need for users to click, altering the value of traditional content placement.

Now, the strategic goal is not just ranking, it’s getting your brand cited as a trustworthy source within those AI-generated responses. Visibility in this new environment requires a deep understanding of how AI interprets and works through information.

Does Google penalize AI-generated content?

One of the most common myths today is that Google penalizes content created with AI. This is not true. What Google penalizes is low-quality, unoriginal, or unhelpful content, regardless of how it was produced.

The foundation remains the E-E-A-T principle: experience, expertise, authoritativeness, and trustworthiness. AI can help scale content, but human review and editing are very important to ensure that the output meets quality standards.

We should think of AI as our first draft assistant, not the final editor.

How keyword research is evolving with AI

Traditional keyword research focused on finding exact-match phrases and long-tail variations, but with AI, we can do better. AI tools now can identify emerging trends, related questions, and semantic clusters that reflect how people actually speak and search.

The new approach changes from asking, “Which keyword should I use?” to “How can I completely cover a user’s intent?” By combining AI-driven insights with real search data, marketers can discover opportunities based on actual conversations rather than isolated keywords.

What do we do in Making Science to appear in conversational search

Appearing in traditional featured snippets is one thing, but getting your content referenced in generative AI answers requires a more refined strategy. Here are some best, tested practices we follow to boost your visibility:

• Answer clear, specific questions within the first few paragraphs.
• Use natural, conversational language. Avoid jargon if possible.
• Implement structured data.
• Build topical authority by covering topics from multiple angles (topical clusters).
• Optimize brand-entity associations by consistently linking your brand to specific themes.

The goal is no longer just to “rank #1,” but to be seen as a credible source by AI systems interpreting search queries.

Key takeaways

• AI is transforming every phase of SEO, from research to content, to the search results themselves.
• Content is still the king, but it must be genuinely useful, accurate, and crafted for real human intent.
• Brands that blend AI tools with strategic thinking and human creativity will gain a significant edge in the evolving search landscape.

In 2025, Google rolled out a major update with the launch of AI Mode, which is already live in the U.S., UK, and India (as of 30th July). This new feature is shaking up how people search. Unlike the AI Overviews we’ve seen in the past, AI Mode is a separate tool that uses generative AI to give you detailed answers directly on the search page. In this post, we’ll take a closer look at how it works, what it means for SEO, and how businesses can adapt to this new way of searching.

1. How does Google’s AI Mode work?

AI Mode is powered by Google’s Gemini 2.5 model, a super advanced language model that is designed to give you detailed answers to complex searches. Instead of showing directly a list of web pages, AI Mode breaks down your search into smaller pieces of content (chunks), running parallel searches to get data from different sources and creating a single response. This answer appears directly on the search page, so you don’t have to click through to other websites.

What makes AI Mode different? 

The main difference it brings to the table is that it can handle different types of inputs, like text, voice, or even images. Users can upload a photo and ask follow-up questions, interacting with the AI in a more conversational way. Plus, the AI can adjust its responses over time based on your previous conversations. For example, if you ask a broad question and then follow it up with something more specific, AI Mode will refine its answer to give you more detailed info.

2. What does AI Mode mean for SEO?

AI Mode brings a new set of challenges for SEO professionals, especially when it comes to traffic and click-through rates (CTR). In traditional search, users are shown a list of websites to click on, but in AI Mode, users are getting answers directly on the search page. This could mean fewer clicks to external websites, as the AI can sometimes fully answer the query right there.

Some reports have shown a drop in CTR, since users can get the information they need without leaving the search page. However, this doesn’t mean you lose visibility entirely. Even if users don’t click through, your content can still be exposed if it’s referenced in the AI-generated answers. Plus, Google has noted that users are often spending more time on the search page, asking follow-up questions and diving deeper into topics. This could actually lead to more engagement in the long run. Besides, boosting brand awareness is a crucial element of any successful marketing strategy, and this presents a prime opportunity to gain an advantage. 

3. New SEO metrics to focus on

With the rise of AI Mode, some traditional SEO metrics like clicks and rankings don’t carry the same weight anymore. Impressions are now more important than ever. However, there are also new metrics to keep an eye on:

• Visibility in AI Search features: This metric tracks how often your content appears in AI-generated elements like Featured Snippets, Knowledge Panels, and AI Overviews. Tools such as Semrush and Ahrefs can help monitor these appearances, providing insight into your content’s reach within AI interfaces.
• Branded search volume trends: Monitoring the frequency of searches for your brand name helps assess brand awareness and the effectiveness of AI-generated content in driving recognition. An increase in branded searches indicates that AI systems are referencing your content while also enhancing your brand’s visibility.
• User engagement metrics: Metrics such as bounce rate, time on page, and interaction depth provide insights into user satisfaction. AI systems consider these signals when determining content relevance, making them crucial for understanding how users interact with your content.

These new metrics focus on user intent and understanding how well your content is engaging with people—rather than just focusing on clicks alone.

4. What do we do in Making Science to perform better in AI Mode?

To help you get noticed in AI Mode, we follow these proven best practices:

• Ensure crawlability and indexing: AI Mode relies on Google’s crawling and indexing system, so we have to be sure our content is easy to access and index by Google systems. This means checking for any crawl errors and ensuring we’re not blocking anything relevant with robots.txt.
• Create high-quality content: Content that is thorough, authoritative, and effectively answers users’ questions is more likely to be featured by AI Mode. Google systems still favor high-quality content, so we should keep focusing on providing value (maybe more than ever!) for them.
• Review and apply structured data: Structured data like schema markup can help Google have a better understanding of our content, especially when it comes to media like images or videos.
• Optimize for user experience: While AI Mode may reduce clicks, the overall user experience still matters. A fast, mobile-friendly, and easy-to-navigate site is key in our strategy.

Key takeaways

Google’s new AI Mode is essentially a smart chatbot built directly into the search page, designed to answer complex questions in conversation style. This is changing the game for websites because the AI often answers questions directly, meaning fewer people click on the traditional blue links.

For businesses, the new goal is to become a trusted source that the AI quotes in its answers. The best way to do this is by building a strong, reputable brand and creating genuinely helpful content that offers unique, real-world experience and insights that only a human expert can provide.

In the fast-paced world of customer service, every second counts. Customers expect quick, efficient, and personalized support, while businesses strive to optimize their operations and keep agents productive. This is where Salesforce Service Voice comes in, a game-changer designed to seamlessly integrate voice capabilities directly into the agent’s workspace, leading to significant enhancements in both agent productivity and customer satisfaction.

The Challenge: Balancing Speed with Quality

Traditionally, handling customer calls has often meant agents juggling multiple screens, systems, and applications. This fragmented workflow can lead to delays, errors, and a frustrating experience for both the agent and the customer. Agents spend valuable time searching for information, while customers wait on hold or have to repeat their issues. This inefficiency directly impacts resolution times and, consequently, customer happiness.

How Salesforce Service Voice Transforms the Service Experience

Salesforce Service Voice tackles these challenges head-on by bringing the power of the contact center directly into the Salesforce Service Cloud console. This integration offers several key benefits:

• Unified Agent Workspace: Agents no longer need to switch between different applications. Voice calls are seamlessly routed and managed within the Service Cloud console, where all customer data, case history, and relevant information are readily available. This single pane of glass reduces clicks and context switching, allowing agents to focus on the conversation.
• Real-time Customer Insights: As a call comes in, Service Voice intelligently pulls up the customer’s complete profile, including past interactions, purchase history, and even sentiment analysis from previous calls. This instant access to crucial information empowers agents to provide personalized and informed support from the very first “hello.”
• Automated Call Logging and Wrap-up: After a call, Service Voice can automatically transcribe the conversation and even summarize key points, creating a detailed call log. This drastically reduces the time agents spend on post-call administrative tasks, freeing them up for more customer interactions.
• AI-Powered Assistance: Leveraging Salesforce’s Einstein AI, Service Voice can offer real-time suggestions and knowledge articles to agents during a call. This intelligent guidance ensures agents have the right answers at their fingertips, leading to faster resolutions and fewer escalations.
• Enhanced Coaching and Quality Assurance: Call recordings and transcriptions provide valuable data for supervisors to coach agents effectively and ensure consistent service quality.

The Impact: Happier Agents, Happier Customers

The benefits of Salesforce Service Voice are tangible and far-reaching:

• Increased Agent Productivity: By streamlining workflows, automating tasks, and providing instant access to information, agents can handle more calls, resolve issues faster, and reduce their average handling time. This leads to a more efficient contact center operation.
• Boosted Customer Satisfaction: Customers receive faster, more personalized, and accurate support. They feel heard and understood, leading to higher satisfaction, increased loyalty, and a stronger brand reputation.
• Reduced Agent Burnout: A less fragmented and more efficient workflow reduces stress and frustration for agents, contributing to a more positive work environment and lower attrition rates.

More resource, more advantages

Salesforce Service Voice is more than just a telephony integration; it’s a strategic tool that redefines how B2C companies deliver customer service. By uniting voice capabilities with comprehensive customer data and AI-powered insights, it empowers agents to be more productive and effective, ultimately leading to exceptional customer experiences and a significant competitive advantage.

Why do you need to analyze your app’s data?

Nowadays, almost everything goes through an app: ordering food, buying clothes, making a transfer… but how much do you really know about what your users do in it?
This post goes straight to the point: what app analytics is, why it matters, when and how to apply it, and who should pay attention to it.
If you have an app or are thinking of launching one, this is for you. We’ll tell you how data analysis helps you improve conversions, make informed decisions, and optimize every euro invested.
Did you know that 80% of users abandon an app after the first use if it doesn’t meet their expectations? The key is in the data.

📲 App analytics: much more than clicks

Data analysis in apps isn’t just about measuring how many people download your application. It’s about understanding:

• What do users do when they open it? 
• Where do they get frustrated and drop off? 
• Which features do they use the most? 
• Which channels generate the highest-value users? 

These insights allow you to make strategic decisions based on real behavior, not assumptions. The keyword here is data: without it, you’re flying blind.

🎯 Conversions: measuring what really matters

A conversion can be a sign-up, a purchase, or even a content view. But if you don’t know where they come from or why they happen, you can’t scale results.
App analytics lets you:

• Define key events: what action represents a conversion for your business? 
• Identify bottlenecks: where are users dropping off? 
• A/B testing and continuous improvements: change, measure, learn, and repeat. 

The key is knowing clearly what to measure and how to do it.
Pro tip: integrate tools like Google Analytics for Firebase or Appsflyer to have a complete and unified view.

🔗 Attribution: knowing which channel converts best

Not all users arrive by the same path. App attribution tells you who brought whom. This allows you to invest your marketing budget more wisely, optimize campaigns, and know which channels generate loyal users.
For example:

• Does the TikTok campaign perform better than Google Ads? 
• Which users have a higher retention rate: those coming from email or influencer marketing? 

Without a strong attribution strategy, you could be investing in the wrong places.

🔍 Smart data = smart decisions

Do you have a lot of data but don’t know what to do with it? That’s as useless as having nothing. What matters is turning data into decisions.
A strong app analytics strategy helps you:

• Prioritize development based on real behavior. 
• Personalize in-app experiences. 
• Detect errors or crashes in real time. 
• Increase business profitability. 

An app without analytics is like a car without a steering wheel: it moves, but you don’t know where it’s going.

📌 Conclusion: put your data to work (and not the other way around)

Deeply understanding app analytics is the difference between an app that merely exists and one that grows, converts, and retains.

Remember: data, conversions, and attribution aren’t just buzzwords. They’re the engine behind smart decisions.

👉 Do you have an app and want to take it to the next level? Contact us or leave a comment!
Because at Making Science, we know the real power isn’t just having data, but knowing what to do with it.
And you, are you already reading your app’s data… or just guessing it? 😏📊

Have you ever wondered what we need to get the most out of CM360’s capabilities? In this post, we are going to tell you, step by step, why the CM360 optimization journey is long but exciting and what benefits you will get when you know the tool well.

Introduction

In a constantly evolving advertising environment, the question is simple: How to leverage CM360 to achieve more effective digital campaigns? This post will serve as a guide to understand where we are, what we have left to cover, and why it is key to your digital marketing strategy.

What is CM360?

Campaign Manager 360 (CM360) is Google’s platform designed to plan, manage, and measure digital campaigns globally.

Who uses it?

Agencies, advertisers, and marketers who seek to centralize their reporting and obtain unified data.

Why is it relevant now?

The evolution of the cookieless environment and new attribution models force us to rethink what to do and when to maintain advertising effectiveness.

How do we achieve it?

By analyzing what technical and strategic improvements to implement in CM360 to gain time, agility, and precision in decision-making.

Key fact: According to recent studies, companies that master CM360 increase their campaign ROI by 15% to 20%. Ready to discover where to start?

What’s happening today with CM360?
Currently, CM360 is the standard for managing large-scale digital campaigns. However, there is still much room to take advantage of it, especially when we talk about:

• Integration with other tools in the Google stack (such as GA4, DV360, Google Ads, The Trade Desk, Netflix, or Adobe Gen Studio).

• Improvements in advanced reporting to better understand the path to conversion.

• Management of floodlights and audiences that respond to new data-driven models.

The key is knowing where to focus.

What do we have left to cover?

Optimization of the initial setup

Dedicating time to a well-defined structure saves headaches later.
→ Did you know that a clear taxonomy in CM360 reduces errors by 30%?

Reporting automation

A well-configured dashboard saves your team hours and gives you real-time insights.
→ Includes reports like Path to Conversion, Time Lag, or Conversion Funnels.

Implementation of cookieless strategies

With the disappearance of cookies, measurement and activation must adapt. This is where CM360 along with GA4 offers you precise data.

(This is just a visual reference of the type of dashboard you can implement)

Why is it important to keep improving in CM360?

If you want your campaigns to be more effective and your strategy to be more agile, continuing to evolve in CM360 is essential. Every small change directly impacts your ROI and, above all, gives you greater control and transparency over your advertising investment.

Think of CM360 as a treasure map: if you know how to read it well, it leads you directly to the data that will help you grow.

Conclusion: Move forward with a steady pace

In short, there is still much to cover in the world of CM360, but every step you take is an opportunity to optimize results, better understand your audience, and make your advertising investment smarter.

Do you want us to help you get the most out of the tool? Share this post with your team or leave us a comment with your questions! As someone wise said: “It’s not just the destination, it’s the journey.” 🚀

Every day, thousands of brands appear on our screens. Some stay for a second ⏱️. Others stick in our minds 🤔. Very few become part of the conversation 💬.

The difference is not just how much they invest, but how they collaborate with creators within an ecosystem that is cultural, mobile, emotional, and fragmented.

Influencer marketing, when integrated with vision, can be a strategic lever at all phases of the funnel: from generating awareness in the top-funnel with content that travels naturally, to activating consideration in the mid-funnel through credible profiles ✨, or driving performance through paid media formats and well-defined attribution models 📈.

For it to work, it’s not enough to be everywhere. It’s about knowing how to collaborate with the right profiles, respecting their codes, their community, and their value at each stage of the consumer journey.

Each platform presents a distinct set of opportunities. We don’t intend to cover everything, but rather to offer a strategic vision of how to activate with purpose and direction 🧭.

TikTok: Shared Culture and Amplified Visibility 🎶

TikTok moves fast and operates primarily at the top-funnel, generating discovery and interest through cultural participation.

But for content to connect, it must feel authentic ✅. Here, working with creators implies co-creating ideas that adapt to their language and community, rather than simply transferring a prefabricated message 🗣️.

Furthermore, the use of paid media on TikTok is key to scaling content that works. Promoting organic creator pieces allows for maintaining the influencer’s voice, while amplifying its impact with advanced segmentation and performance objectives.

Brands that understand this don’t just create viral hits. They turn visibility into conversation and brand recall 🧠.

Instagram: Building Affinity with Measurable Impact 📸

Instagram remains a central platform for developing brand consideration and fostering a constant connection with the audience. Reels, Stories, and carousel collaborations allow for a continuous, visual, and emotional narrative.

Organic content is only part of the game. Today, many brands are finding in Creator Ads an effective way to amplify collaborations with creators: content created by influencers, promoted from their profile but with media control from the advertiser. This approach combines the best of two worlds: the credibility of the creator and the targeting and optimization capabilities of paid media 🎯.

On Instagram, influencer marketing can generate both branding and performance, when planned as part of a complete system 🌐.

YouTube: Deep Influence that Informs and Converts💡

YouTube is the ideal platform for working the mid-funnel and the lower-funnel, thanks to its capacity to generate trust and deepen the message 🧐.

Here, creators have space to explain, show, compare, and validate. And that generates a type of connection that goes beyond superficial recommendations.

Additionally, YouTube offers paid media formats that allow for activating creator content as part of performance campaigns 📈.

From personalized video sequences to retargeting based on visualisations, the collaboration doesn’t end when it’s published: it’s amplified when integrated with strategy.

Well-planned, content with creators on YouTube can be both an inspiration tool and a decision-making tool, depending on the format and the moment in the funnel.

Twitch: Creating Moments that Build Loyalty 🎮

Twitch offers a different dimension of audience connection: based on shared time and an active community.

It is a loyalty channel, where brands can connect with highly engaged audiences, in participatory and authentic environments.

Here, the creator is not just a broadcaster: they are an host 🎙️. Brands that understand this collaborate from within, designing activations where the presence feels organic and meaningful.

And although Twitch is essentially organic, its effect can extend by using clips and summaries in cross-channel paid media campaigns, or amplifying key moments in networks like YouTube Shorts or Instagram Reels.

What’s important is not just the live stream. It’s how it converts into useful content beyond the broadcast💡.

X (formerly Twitter): Positioning and Amplifying Narrative 🗣️

X continues to be a relevant space for brands that want to participate in the public discourse and reinforce their positioning.

Here, the value of creators lies in their ability to influence key topics, with a recognized voice and an attentive audience 👀.

Organic content can have great contextual impact, but it can also be activated as part of paid strategies, amplifying threads, collaborations, or messages aligned with cultural moments or specific junctures.

In many cases, influencer marketing on X is boosted when it aligns with causes, values, or relevant positions, especially if the goal is to participate in cultural or social conversations 🌍.

Ready to take the next step in your influencer marketing strategy?🚀

Each platform brings something distinct. Each creator has their way of influencing. But all collaborations must answer the same question:

What does this bring to my brand and business strategy? 🤔💡

At Making Science, we have been helping brands evolve in this terrain for years. We design influencer marketing strategies that integrate content, media, and measurement within the digital ecosystem, always with a business focus.

If your brand is ready to move from content to impact, and from punctual impulse to sustained strategy, let’s talk!📧

In today’s crowded digital marketplace, e-commerce businesses face a relentless challenge: standing out and converting browsers into loyal buyers. Generic, one-size-fits-all approaches simply don’t cut it anymore. Customers expect experiences tailored specifically to them. This is where Salesforce Personalization unlocks a powerful advantage, transforming how online retailers connect with their audience and directly leading to a significant boost in e-commerce sales.

Why Personalization is No Longer Optional for E-commerce

Think about your own online shopping habits. Are you more likely to buy from a store that remembers your preferences, suggests products you genuinely might like, or sends you offers relevant to your past purchases? Chances are, the answer is yes. In fact, studies consistently show that consumers prefer personalized experiences and are more likely to convert when they receive them. Without personalization, e-commerce businesses risk losing customers to competitors who offer a more relevant and engaging journey.

How Salesforce Personalization Fuels Sales Growth

Salesforce Personalization isn’t just about adding a customer’s name to an email. It’s a sophisticated platform that uses data and artificial intelligence to understand individual customer behavior and deliver truly unique experiences across every touchpoint. Here’s how it drives sales:

• Real-time Behavioral Insights: Salesforce Personalization continuously collects and analyzes customer interactions on your website, app, and other channels. It understands what products they view, what they add to their cart, what they click on, and even how long they linger on a page. This real-time understanding allows for immediate, relevant responses.
• Dynamic Product Recommendations: Based on individual Browse history, purchase patterns, and even the behavior of similar customers, the platform can display highly relevant product recommendations. This could be “customers who bought this also bought…” or “you might like this based on your recent views,” significantly increasing the likelihood of an impulse or add-on purchase.
• Personalized Website Experiences: Imagine a homepage that changes for each visitor, highlighting products they’ve shown interest in, or promotions relevant to their past interactions. Salesforce Personalization can dynamically adjust content, banners, and even navigation paths to create a unique and highly engaging Browse experience.
• Tailored Email and Mobile Campaigns: Moving beyond generic newsletters, Salesforce Personalization enables segmented and individualized email campaigns. This means sending abandoned cart reminders with relevant product suggestions, personalized sale alerts, or follow-up emails based on recent purchases, all designed to encourage conversion.
• Optimized Offers and Promotions: By understanding a customer’s value and preferences, businesses can deliver targeted discounts and promotions that are more likely to resonate and drive a purchase, avoiding wasted marketing spend on irrelevant offers.

The Tangible Impact on Your Bottom Line

The direct result of implementing Salesforce Personalization is clear:

• Higher Conversion Rates: When product suggestions are relevant and experiences are tailored, customers are far more likely to complete a purchase.
• Increased Average Order Value (AOV): Effective recommendations encourage customers to add more items to their cart, boosting the overall value of each transaction.
• Enhanced Customer Loyalty: A personalized experience makes customers feel valued and understood, fostering stronger relationships, encouraging repeat purchases, and turning one-time buyers into lifelong advocates.
• Reduced Cart Abandonment: Timely, personalized reminders and incentives can bring customers back to complete their purchases, recovering potentially lost sales.

The Bottom Line

In the competitive e-commerce landscape, personalization is no longer a luxury; it’s a strategic imperative for sustainable growth. Salesforce Personalization provides the tools to understand your customers deeply and engage with them on a truly individual level, directly translating into higher conversion rates, increased sales, and a stronger, more loyal customer base.

Are you tapping into the full potential of your digital data or just scratching the surface? Google Analytics 4 is here to change the rules of the game… but only if you know how to play.

📍 Introduction

Since its launch, Google Analytics 4 (GA4) has positioned itself as the new standard in digital analytics. But what makes it so special? And why are so many companies looking for Data Analyst profiles specialized in GA4?

In this post, we explore what GA4 is, why it has replaced Universal Analytics, what this change implies for your company, and how an analyst can turn data into real growth. If you manage digital channels, ecommerce, paid media or UX, then read on.

💡 Fun fact: according to Google, more than 50% of companies that have migrated to GA4 are still not properly exploiting their data due to a lack of analysts or advanced configuration.

🎯 What makes GA4 different?

1. It measures people, not just sessions

GA4 focuses on the user, not on visits. This allows you to analyze the real journey of your customers across channels, devices and platforms.

It no longer matters how many users visited your site, but who they are and what they do.

2. Personalized events: you decide what matters

No more measuring only page views. In GA4 you can track specific interactions: clicks, forms, scrolls, downloads etc. And the best part: everything is flexible, without depending on your IT team at every step.

3. Predictive models within everyone’s reach

GA4 gives you predictions such as conversion or abandonment probability, so you can prioritize actions based on data, not assumptions.

🧠 What if you knew which users are about to stop shopping… before they do?

4. Goodbye cookies, hello privacy

GA4 complies with regulations such as GDPR and adapts without cookies, which is key if your company wants to continue to scale without penalties.

👨‍💻 Why do you need a Data Analyst with GA4 experience?

It is simple: because having data is not the same as understanding it. Let alone acting on it.

✔️ An analyst turns data into decisions

• Configures relevant events and conversions
• Detects opportunities and problems before anyone else
• Relates data to business: sales, leads, profitability

✔️ Able to design useful dashboards for each team

A good analyst doesn’t just extract data, he translates it for Marketing, Product or C-Level. The result? Aligned teams and faster decisions.

✔️ Automate, predict and scale

With GA4 and BigQuery, your Data Analyst can build attribution models, automated reports, or identify hidden patterns that make (or lose) you money.

📌 Raw data is just noise. Advanced analytics turns it into music for your business.

🔚 Conclusion 

Google Analytics 4 has redefined how we measure and understand the digital experience.
However, to take advantage of its full potential, you need a Data Analyst who knows how to extract it, customize it and align it with your business strategy.

At Making Science, we help companies like yours turn analytics into impact. If you’re ready to transform your data into decisions, it’s time to take the next step.

🎯 Do you already have the person to turn your GA4 into a growth engine?

Did you find this article useful?
Share it, leave us a comment, or message us to show you how we work with advanced analytics at Making Science!

Because data doesn’t change your business. The decisions you make with it do.

Let’s face it: eCommerce is competitive. That’s why data is your most valuable asset.

But it’s not just about collecting data; it’s about understanding it and using it to drive growth. Google Analytics 4 (GA4), with its event-driven structure, empowers you to gain much deeper insights into customer behavior. Tracking key events is essential for unlocking the full potential of your online store.

GA4 and the Power of Events

GA4 differs from its predecessor, Universal Analytics, by focusing on events. Every user interaction, from a simple page view to a complex transaction, is captured as an event. This allows for a more flexible and detailed analysis of the customer journey, providing eCommerce businesses with unprecedented visibility into how users interact with their online stores.

How GA4 Key Events Drive eCommerce Success

Tracking these events enables you to:

• Pinpoint Conversion Funnel Bottlenecks: Analyze user flow across events to identify drop-off points. A significant drop between begin_checkout and purchase suggests checkout friction. You can then investigate and address common issues like:
  • Complex or lengthy forms
  • Hidden or unexpected shipping costs
  • Limited payment options
  • Lack of trust or security indicators
• Optimize the User Experience: Event data shows how users interact with your site. Use insights to improve navigation, streamline checkout, and enhance product pages. For example, if users frequently abandon the cart after adding a specific product, you can analyze the product page to see if information is missing or unclear.
• Personalize Marketing and Retargeting: Create audiences based on event activity. Retarget cart abandoners with tailored ads or offers. GA4’s audience features allow you to segment users based on their interactions, enabling you to deliver more relevant and effective marketing messages.
• Maximize Marketing Spend and ROI: Understand which products and campaigns drive conversions. Allocate your budget to high-performing areas and optimize or eliminate underperforming ones. By tracking events related to marketing campaigns, you can measure the effectiveness of your advertising and make data-driven decisions about where to invest your resources.
• Segment and Understand Your Best Customers: GA4 allows you to segment users based on purchase behavior and other criteria. Identify high-value customers and analyze what drives their loyalty. Use this information to refine your acquisition strategies and attract similar buyers.

In the competitive eCommerce landscape, understanding customer behavior is essential for growth. GA4 key event tracking provides the data you need to optimize your store, personalize marketing, and drive revenue. Start tracking these events to unlock your eCommerce potential. If you’re not leveraging these insights, now is the time to start.

Reach out today to get in touch with a Making Science expert to learn more about how we can help you utilize the power of GA4 Key Events.

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We are in the era with digital marketing on top of the world, and looking for the right tools & solutions to excel in your company’s presence is essential. With Google’s Display & Video 360, businesses can reach their target audience with compelling and intriguing still image and video content that drives positive events such as conversions, subscriptions, or whatever your team is reaching to achieve. Let’s look closer into DV360 and the rising question of user privacy within this impactful tool.

So, what is DV360?

Display & Video 360 is Google’s integrated tool for managing programmatic ad campaigns. It’s part of the Google Marketing Platform and offers comprehensive features for planning, executing, and optimizing display and video advertising across various channels. It offers robust analytics and real-time optimization features, making it a powerful choice for advertisers looking to maximize their reach and performance. The impactful feature of enhanced automation helps maintain performance using an advanced AI prediction model to curate an advanced optimization algorithm for your campaigns. Enhanced automation has led to a 60% median decrease in cost per acquisition* in most cases. When it comes to successful verticals, retail, travel, and automotive sectors often see strong performance with DV360 due to its precise targeting and rich media capabilities. What’s unique about DV360, however, is its versatility. DV360’s flexible formatting and diverse content inventory makes it an effective tool across many verticals.

Protecting User Data with DV360

In the year 2024, everyone has seen some case and situation of user data being exposed, which is why 4 of every 5 online users** are worried about their privacy and how easily their data can be stolen. At the same time, 66% of the general population** is still expecting to have a unique, personalized ad experience, which leads to the complications of exposing their data. So, how does DV360 & Google come into the picture and please both parties?

Google continuously updates its practices to ensure user data is protected while maintaining ad effectiveness. Their efforts to continue to preserve user privacy while maintaining a personalized ad experience has been labeled the Privacy Sandbox Initiative. The Privacy Sandbox is Google’s initiative to develop new web standards that prioritize user privacy while allowing targeted advertising. For DV360, this means evolving to use these new technologies, like Federated Learning of Cohorts (FLoC), which should positively impact its ability to deliver personalized ads while respecting privacy. Overall, the changes brought by the Privacy Sandbox should positively impact DV360. While there will be an adjustment period, the move towards more privacy-focused advertising will ultimately build greater trust with users and ensure long-term sustainability for the platform.

DV360 will stay on top

Google’s Display & Video 360 tool is here to stay atop of the digital marketing landscape when it comes to video and image campaigns. Their expansive inventory and capabilities to be activated on almost any platform thanks to Google makes it a top choice for advertisers.

As Google Marketing Platform resellers at Making Science, we are prepared to help deliver the best results for businesses to grow to their fullest potential. Reach out to us today to learn more about our services regarding DV360 and other GMP tools.

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*Source: Google, DV360 & CM360 3P Cookie Deprecation Holistic Readiness Guide, 2023

**Source: Google, DV360: Level Up Webinar, 2024