Adobe Target and Adobe Analytics are at their most powerful when used together. With Analytics for Target (A4T), teams can measure the performance of Target activities directly in Adobe Analytics and link experience tests to specific business outcomes. For many use cases, this is already sufficient. You can compare offers, analyze conversion rates, segment results, and track the performance of […]
MCP is increasingly becoming the standard protocol for connecting AI agents with MarTech systems. This month’s focus is primarily on new features related to Adobe Target—specifically technical changes relevant to experimentation, personalization, and performance workflows. The MCP server itself is only one part of this development. More importantly, MCP is putting pressure on vendors to […]
Accurate user data is a topic of particular relevance for online marketers and analysts, as it forms the basis for well-founded decisions. However, an incomplete or incorrect implementation of the web analytics tool Google Analytics 4 (GA4) can lead to inaccurate reports and incorrect decisions. It is therefore important to focus on a structured and well-planned implementation right from the start. This article provides practical tips on how to ensure a clean implementation of your account or analytics properties and avoid the most common mistakes.
Google Analytics 4 (GA4) offers many options for analyzing user data and tracking important metrics. However, GA4's standard reports quickly reach their limits when it comes to demanding or customized questions. This is where BigQuery comes into play: it extends the possibilities of GA4 and makes individual, in-depth analyses possible.
In this article, you will learn why BigQuery is so valuable for Google Web Analytics and how it helps you to make better use of your data.
This article is aimed at developers and consultants who are keen to experiment As a professional user of Adobe Target, whether you are a front-end developer or a marketing strategist, you are no doubt constantly on the lookout for ways to optimize user experiences and the effectiveness of campaigns. One powerful technique that is often underutilized is Advanced Frequency Capping. In this [...]
This article is aimed at developers who like to experiment Wait a minute - holdback groups in Adobe Target Experience Targeting...? We're talking about personalization, not A/B testing.Isn't there something mixed up? If you set up personalization measures, it stands to reason that they will perform better than generic content, right? But wouldn't it be great if you could track how much [...]
This article is aimed at technical users of Google Tag Manager. In the world of web analytics and digital marketing, the dataLayer is a key concept, especially when working with Google Tag Manager (GTM). It is an array that serves as a central repository for storing and managing the data you use on your [...]
This article is aimed at technically minded A/B testing users A/B testing has long been a marketer's best friend. These tests allow websites to present two different versions of content to assess which one performs better. In the tech-savvy world, where most A/B tests involve dynamically changing website elements, the [...]
This article is aimed at technically oriented dynamic yield users In today's market environment, where customer engagement depends on both website performance and personalized experiences, companies are often faced with two opposing opinions - prioritizing website performance or delivering highly personalized content. On the one hand, personalization teams want to be completely independent of [...]