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It is a response to the growing concern over online privacy, the need to comply with regulations but also the concern for all marketers that the lack of […]\u003C\u002Fp>\n","\u002Fblog\u002Fgoogle-consent-mode\u002F","2025-03-31T14:14:40","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fadam-j-UYhTEg33-aI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3853],{"name":3796,"image":3797},{"to":1414,"name":20},{"type_key":3773,"title":3856,"excerpt":3857,"to":3858,"postedAt":3859,"readingTime":311,"image":3860,"authors":3861,"category":3865},"Leveraging incrementality testing to optimise Media Mix Modelling","\u003Cp>In the dynamic world of digital marketing, you are always striving to allocate your resources in such a way that maximises the impact of your media channels. Media Mix Modelling is a powerful tool that allows you to estimate the contributions of various media channels on KPIs. However, the effectiveness of Media Mix Modelling relies […]\u003C\u002Fp>\n","\u002Fblog\u002Fleveraging-incrementality-testing-to-optimise-media-mix-modelling\u002F","2024-01-12T16:49:57","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fwojtek-witkowski-h7rOzTmGxWE-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3862],{"name":3863,"image":3864},"Matthew Ahern","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":898,"name":899},{"type_key":3773,"title":3867,"excerpt":3868,"to":3869,"postedAt":3870,"readingTime":1249,"image":3871,"authors":3872,"category":3874},"Leveraging reverse ETL in digital advertising platforms","\u003Cp>In the dynamic landscape of digital marketing, the ability to integrate analytical insights with operational systems is becoming increasingly crucial. One key technology that is facilitating this integration is reverse ETL, a process that involves moving data from a data warehouse or analytics platform to other systems. Reverse ETL can be a game-changer for digital […]\u003C\u002Fp>\n","\u002Fblog\u002Fleveraging-reverse-etl-in-digital-advertising-platforms\u002F","2024-08-01T16:31:08","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fsimon-lee-zft-W1kVEhg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3873],{"name":3807,"image":3808},{"to":732,"name":733},{"type_key":3773,"title":3876,"excerpt":3877,"to":3878,"postedAt":3879,"readingTime":2687,"image":3880,"authors":3881,"category":3883},"Enhancing media planning with incrementality testing","\u003Cp>Accurately measuring the effectiveness of a media channel or campaign is a common challenge in digital marketing. We’re always seeking ways to accurately measure impact and assign credit to media channels to ensure we understand what performs best and the impact our channels have. The challenges of measuring media effectiveness  One of the most frequently […]\u003C\u002Fp>\n","\u002Fblog\u002Fincrementality-testing-media-planning\u002F","2025-02-24T16:50:56","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fchristopher-burns-Kj2SaNHG-hg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3882],{"name":3796,"image":3797},{"to":1414,"name":20},{"type_key":3773,"title":3885,"excerpt":3886,"to":3887,"postedAt":3888,"readingTime":44,"image":3889,"authors":3890,"category":3892},"Consent management platforms: Upholding privacy and compliance for advertisers","\u003Cp>In an era where online privacy and data protection are paramount concerns of internet users, website operators must navigate a complex landscape of regulations and user expectations. One crucial tool is a Consent Management Platform (CMP); a comprehensive middleware solution designed to manage user consent for data collection and processing by third parties.  Consent Management […]\u003C\u002Fp>\n","\u002Fblog\u002Fconsent-management-platforms-privacy-compliance\u002F","2023-11-21T11:18:00","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fprivacy-consent-padlock-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3891],{"name":3807,"image":3808},{"to":898,"name":899},{"type_key":3773,"title":3894,"excerpt":3895,"to":3896,"postedAt":3897,"readingTime":1249,"image":3898,"authors":3899,"category":3902},"Consent management, digital advertising, and the Digital Markets Act","\u003Cp>The GDPR (General Data Protection Regulation) made it the website owners’ responsibility to manage how they collect and process users’ data. This, taking into account the fact that an IP address is personally identifiable information, led to the wide adoption of consent management platforms on websites.  The DMA (Digital Markets Act), launched in the European […]\u003C\u002Fp>\n","\u002Fblog\u002Fconsent-management-digital-advertising-and-the-digital-markets-act\u002F","2024-01-09T14:16:51","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Feuropean-union-flags-on-white-pole.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3900,3901],{"name":3807,"image":3808},{"name":3796,"image":3797},{"to":1414,"name":20},{"type_key":3773,"title":3904,"excerpt":3905,"to":3906,"postedAt":3907,"readingTime":730,"image":3908,"authors":3909,"category":3911},"Measure Marketing Effectiveness with Media Mix Modelling","\u003Cp>Measuring media effectiveness and optimising budget allocation is a challenge for any marketer. As we constantly seek better ways to ensure that every penny spent contributes to the overall success of our campaigns, the traditional approach of relying on heuristics, which involves using rule-of-thumb methods, often falls short in providing actionable insights for long-term success.  […]\u003C\u002Fp>\n","\u002Fblog\u002Fmedia-mix-modelling\u002F","2023-11-20T13:31:14","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fconny-schneider-pREq0ns_p_E-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3910],{"name":3796,"image":3797},{"to":898,"name":899},{"type_key":3773,"title":3913,"excerpt":3914,"to":3915,"postedAt":3916,"readingTime":105,"image":3917,"authors":3918,"category":3920},"How data-driven attribution works in Google Analytics 4","\u003Cp>As we all adapt to using Google Analytics 4, one of the most important changes marketers are facing is the change to data-driven attribution. With Universal Analytics, all conversions were attributed to the last non-direct channel. Whilst this model awarded the conversion to the channel that ultimately led to the conversion, it didn’t show the […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-data-driven-attribution-works-in-google-analytics-4\u002F","2023-08-10T08:47:07","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Fcrissy-jarvis-gdL-UZfnD3I-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3919],{"name":3796,"image":3797},{"to":1414,"name":20},{"type_key":3773,"title":3922,"excerpt":3923,"to":3924,"postedAt":3925,"readingTime":44,"image":3926,"authors":3927,"category":3929},"Google Analytics 4 checklist","\u003Cp>With the switch from Universal Analytics to Google Analytics 4 fast approaching, we’ve created this checklist to help you prepare. It’s in order of priority and has taken into consideration that some tasks are dependent on others. We’ve differentiated between the tasks that are accessible and those that will require specialist support, and we advise […]\u003C\u002Fp>\n","\u002Fblog\u002Fgoogle-analytics-4-checklist\u002F","2023-07-06T09:17:51","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fpexels-pixabay-39396.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3928],{"name":3782,"image":3783},{"to":1414,"name":20},{"type_key":3773,"title":3931,"excerpt":3932,"to":3933,"postedAt":3934,"readingTime":105,"image":3935,"authors":3936,"category":3938},"Custom channel groupings introduced to Google Analytics 4","\u003Cp>Google has announced that you are able to create your own custom channel groupings in Google Analytics 4, giving you more control over how you can interpret your data. Previously available in Universal Analytics, this feature now brought over to GA4 allows you to configure your traffic groupings to your own preferences, letting you collect […]\u003C\u002Fp>\n","\u002Fblog\u002Fcustom-channel-groupings-google-analytics-4\u002F","2023-05-04T10:42:55","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fkier-in-sight-Bqx_QDE-Kzk-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3937],{"name":3796,"image":3797},{"to":1414,"name":20},{"type_key":3773,"title":3940,"excerpt":3941,"to":3942,"postedAt":3943,"readingTime":1249,"image":3944,"authors":3945,"category":3947},"Enhance your reporting with new Google Analytics 4 UTM parameters","\u003Cp>Well almost… These parameters are not yet available in your GA4 reports, but they are available to collect, ready for when they are added to the GA4 interface. An opinion shared by many, one of the most powerful tools within Google Analytics is UTM tracking. The ability to track all inbound links with custom parameters […]\u003C\u002Fp>\n","\u002Fblog\u002Fnew-ga4-utm-parameters\u002F","2023-03-21T11:49:25","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F01\u002Fmyriam-jessier-Pu96DJ6rct8-unsplash-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[3946],{"name":3796,"image":3797},{"to":1414,"name":20},"104","6",{"category":1412,"collection":29},{"title":1420,"script":3952,"meta":3994,"link":4009},[3953],{"type":3954,"key":3955,"innerHTML":3956},"application\u002Fld+json","yoast-json-ld",{"@context":87,"@graph":3957},[3958,3968,3972,3976],{"@type":3959,"@id":2728,"url":2728,"name":3961,"isPartOf":3962,"datePublished":3963,"dateModified":3964,"description":3965,"breadcrumb":3966,"inLanguage":96},[3960,90],"WebPage","Digital and Internet Marketing Blog | Impression",{"@id":93},"2020-03-08T21:11:10+00:00","2021-09-28T09:25:47+00:00","SEO and the landscape of online marketing is always changing. 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