Field Notes · Category
Analytics & CRO.
20 articles on analytics & cro — tactical, evidence-led guidance from our team.
What is a Data Layer? How Google Tag Manager Uses It
A data layer is a JavaScript object that passes information from your website to Google Tag Manager and analytics platforms. Understanding it is key to advanced tracking and accurate GA4 data.
Analytics & CROSessions vs Users in GA4: What's the Difference?
In Google Analytics 4, 'users' and 'sessions' measure different things. Understanding the distinction helps you interpret traffic reports correctly and make better marketing decisions.
Analytics & CROWhat is Google Search Console? How UK Businesses Should Use It
Google Search Console shows how your website performs in Google organic search — which queries trigger your pages, your click-through rates, and technical indexing issues. This guide explains how to use it.
Analytics & CROWhat is Direct Traffic in Google Analytics? What It Really Means
Direct traffic in GA4 often means much more than visitors who typed your URL directly. Understanding what it really represents can reveal missing attribution and improve marketing measurement.
Analytics & CROWhat is a Marketing Dashboard? How to Build One for Your Business
A marketing dashboard consolidates your key performance metrics into a single view, enabling faster decision-making. This guide explains what should be on a UK business marketing dashboard and how to build one.
Analytics & CROWhat is Looker Studio? How to Build Marketing Dashboards
Looker Studio (formerly Google Data Studio) is a free tool for creating interactive marketing dashboards that connect directly to GA4, Google Ads, Search Console, and other data sources.
Analytics & CROWhat is Attribution Modelling? How to Credit Marketing Correctly
Attribution modelling determines which marketing touchpoints receive credit for a conversion. The model you choose significantly affects your view of which channels are working. This guide explains the options.
Analytics & CROWhat is UTM Tracking? How to Track Marketing Campaign Performance
UTM parameters tag marketing links so GA4 can identify exactly which campaigns, channels, and content drive your website traffic and conversions. This guide explains how UTMs work and how to use them correctly.
Analytics & CROWhat is Google Analytics 4 (GA4)? A UK Business Guide
Google Analytics 4 is Google's current web and app analytics platform. This guide explains what GA4 does, how it differs from Universal Analytics, and how UK businesses should use it.
Analytics & CROWhat is UI Design? User Interface Design Explained
UI design is the visual and interactive design of digital interfaces — buttons, typography, colour, and layout. Good UI design makes products aesthetically appealing and easy to use. This guide explains what it involves.
Analytics & CROWhat is Multivariate Testing? When to Use It vs A/B Testing
Multivariate testing simultaneously tests multiple page elements to find the best combination. This guide explains when multivariate testing is appropriate versus A/B testing and how to run it.
Analytics & CROWhat is 'Above the Fold' in Web Design? Why It Matters for Conversion
Above the fold is the portion of a webpage visible without scrolling. It is the most valuable real estate on any web page. This guide explains how to use it to maximise conversions.
Analytics & CROWhat is Wireframing? How Wireframes Improve Web Design
Wireframes are structural blueprints of webpages that define layout and function before visual design begins. This guide explains what wireframes are and why they improve website design outcomes.
Analytics & CROWhat is User Journey Mapping? How to Improve Customer Experience
A user journey map visualises the steps a customer takes from first awareness to purchase. It reveals friction points and improvement opportunities across your entire customer experience.
Analytics & CROWhat is a Heatmap? How to Use Heatmaps to Improve Your Website
Heatmaps visualise where visitors click, scroll, and hover on your webpages. They reveal conversion barriers and UX problems that analytics data alone misses. This guide explains how to use them.
Analytics & CROWhat is Bounce Rate? What's a Good Bounce Rate for Your Website?
Bounce rate measures the percentage of visitors who leave your website after viewing only one page. Understanding what causes high bounce rate — and what to do about it — can significantly improve website performance.
Analytics & CROWhat is a Landing Page? How to Build One That Converts
A landing page is a standalone web page designed to convert a specific type of visitor. Effective landing pages significantly outperform standard web pages for PPC and email campaigns. This guide explains how they work.
Analytics & CROWhat is UX Design? User Experience Explained for Business Owners
UX design is the practice of making digital products easy and satisfying to use. Good UX directly improves conversion rates and customer satisfaction. This guide explains what it involves for UK businesses.
Analytics & CROWhat is A/B Testing? How to Run Tests That Improve Your Website
A/B testing shows two versions of a webpage to different visitors and measures which performs better. This guide explains how to run valid A/B tests and use results to improve conversion rates.
Analytics & CROWhat is Conversion Rate Optimisation (CRO)? A UK Business Guide
Conversion rate optimisation improves the percentage of website visitors who take a desired action. This guide explains how CRO works, what it delivers, and how UK businesses can approach it systematically.