Author name: Andrei Kholkin

Understanding the B2B customer journey is crucial for companies operating in the business-to-business domain. It encompasses the complete experience a business customer goes through when interacting with a company, from the first point of contact to post-purchase engagement. This journey is multifaceted, often involving a longer sales cycle and multiple decision-makers, which requires a strategic […]

Performance marketing revolutionizes how companies approach their advertising efforts. It stands out as a results-driven strategy, where advertisers pay not for the placement of ads but for the tangible results these ads produce. The beauty of performance marketing lies in its capability to be measured and optimized in real-time, providing businesses with a clear view

Understanding user interactions with your website is paramount for any business operating online. Google Analytics 4 (GA4) brings in the new era of analytics by providing detailed insights into user behavior. However, as data fluctuates over time due to numerous variables – such as marketing campaigns, algorithm changes, or site updates – it can become

Determining the duration of an awareness campaign is a critical step for businesses looking to elevate their brand’s prominence in the market. In the world of digital advertising, platforms such as Meta (formerly Facebook) and Google offer robust tools to tailor ad campaigns geared toward raising brand awareness. These campaigns are designed to display ads