Kennisbank

For many organisations, Google Analytics is still the right tool. But once teams start asking product questions instead of marketing questions, the fit can quietly disappear. We saw this first-hand at Liantis, a Belgian HR services provider. Here’s what made them move away from GA4,…

Sometime in the past year, a number of advertisers watched their Google Ads conversions drop sharply. Campaigns were still running, clicks were arriving, budgets had not changed, yet the conversions stopped being recorded. Teams would often spend a day or two going through the campaign…

The measurement conversation in our industry is currently dominated by regulation. Since the European Commission published its Digital Omnibus proposal in November 2025, I have seen countless posts and panels about what happens when cookie rules move from the ePrivacy Directive into the GDPR, what…

Analytics tools are often viewed as a cost rather than an investment. That framing alone tells you a lot. A “cost” suggests operational overhead. An investment is capital deployed to generate future returns.

Every marketer has had the moment. You read that a competitor got fined for tracking visitors without consent, the article names the brand in the headline, and somewhere between the second and third paragraph you think: I have no idea whether our own setup would…

The demo always looks great. Someone types “why did our revenue drop last week” into a chat window, and two seconds later out comes a tidy answer with a chart and an explanation stapled to it. The room nods along. This is the future, everyone…

Data vertelt ons steeds meer. Over klikgedrag, voorkeuren, klantreizen, conversies en loyaliteit. Toch betekent meer kennis niet automatisch meer begrip.

Wie de gemiddelde marketingafdeling binnenloopt, merkt dat er aan alle kanten wordt geschreeuwd om AI. Directies eisen snelle implementaties en de markt belooft gouden bergen via nieuwe chatbots en agents. De praktijk is echter weerbarstig: de tools praten niet met elkaar en de output mist…

Op 15 juni 2026 verandert Google hoe Google Analytics en Google Ads consent-signalen met elkaar delen. De controls worden teruggebracht tot in de kern één knop. Waarom doet Google dit, wat verandert er precies, en wat betekent het voor je meting, je attributie en je…

Iedere marketeer kent het gevoel. Je kijkt naar een dashboard, ziet een kanaal dat uitstekend presteert en concludeert dat het budget daar omhoog kan. Meer verkeer, meer conversies, meer resultaat.