Recently a prospect asked us to rethink their approach to lead generation for their precious metals business.  This caused me to re-evaluate all the old concepts and techniques that I had been using over the past 20 years, and make sure they still worked now in 2025.  Now I get to share these strategies with the rest of the world!

Lead generation has evolved dramatically in the past few years. If you’re still thinking of lead generation as simply buying email lists or cold-calling prospects, you’re missing out on a world of opportunities. It’s 2025, and today’s lead generation strategies involve smart technology, personalization, and real-time engagement to transform complete strangers into interested buyers.

Let’s break down what lead generation looks like today and how you can harness these strategies to grow your business effectively.

What Exactly is Lead Generation in 2025?

In simple terms, lead generation is the process of attracting and converting strangers into prospects who express interest in your product or service. In 2025, it’s all about using digital tools and personalized strategies to guide potential customers naturally towards a buying decision.

Think about it: you’re scrolling through Instagram, and you see an ad that feels like it speaks directly to you. You click on it, land on a tailored landing page, and before you know it, you’ve downloaded a guide or signed up for a newsletter. That’s lead generation working perfectly – turning your interest into actionable engagement.

The Tech-Driven Evolution of Lead Generation

Today, artificial intelligence (AI) and automation have completely reshaped the landscape. According to recent HubSpot research, companies leveraging AI for lead generation in 2025 see a 45% increase in qualified leads compared to those sticking with traditional methods.

• AI-Powered Personalization: AI tools analyze behavior to deliver hyper-targeted content. For instance, imagine someone visiting Addion.com to explore digital marketing services. AI can immediately customize the website experience based on their browsing history, showing case studies or blog posts relevant to their specific industry.
• Chatbots & Conversational AI: Automated bots now handle initial customer conversations, answering questions instantly and nurturing leads 24/7. Over 65% of customers in 2025 prefer interacting with chatbots for quick inquiries, as noted in Gartner’s latest consumer trends report.

Real-Time Engagement and Interactivity

Interactivity is a key component of lead generation today. Static, boring forms just won’t cut it anymore. Instead, businesses engage leads using interactive content like quizzes, assessments, and calculators.

Consider this: you might offer an interactive ROI calculator on its website. Visitors input their current marketing spend and instantly see potential returns from your services. Not only does this encourage immediate engagement, but it also positions your business as valuable and relevant.

Leveraging Content Marketing in 2025

Quality content remains king, but it has evolved to match user expectations. The latest studies show that 82% of marketers now use video marketing, with short-form video proving particularly effective at lead generation.

For example, you could showcase customer testimonials or quick “how-to” marketing tips in engaging video formats across platforms like LinkedIn, TikTok, or YouTube Shorts, significantly increasing lead conversion rates.

Omnichannel Approach: Meet Your Customers Everywhere

Today’s successful marketers don’t rely on a single channel. They meet potential customers wherever they are online, creating a seamless experience across platforms.

In practice, if a user first engages with your website via Google search, they’ll see consistent messaging across subsequent touchpoints—email, social media, or even digital retargeting ads. This unified approach is essential to build trust and move leads smoothly down your sales funnel.

Data Privacy and Lead Generation

In 2025, respecting privacy isn’t just good ethics—it’s a necessity. With stricter global regulations (think GDPR, CCPA, and newer policies), transparency in how you collect and use data is crucial.

Companies that clearly communicate their privacy policies see higher trust levels. For instance, a clearly visible privacy policy page on Addion.com, detailing exactly how user data is managed, helps increase conversions by reassuring cautious visitors.

FAQ: Your Questions Answered

What’s the best tool for lead generation in 2025?

There’s no single “best” tool, but successful companies typically use a combination of AI-driven software (like HubSpot or Salesforce Einstein), chatbot platforms (Drift or Intercom), and advanced analytics tools.

How quickly can you expect results from new lead generation strategies?

Typically, a strategic implementation can yield noticeable improvements within 1-3 months. However, meaningful, sustainable results usually become apparent after about 6 months of consistent execution.

Is email marketing still effective for lead generation in 2025?

Absolutely. Email marketing continues to have a high ROI, especially with personalized and segmented campaigns. In fact, businesses using advanced email personalization can see up to 50% higher open rates compared to generic email blasts.

What’s the role of social media in lead generation today?

Social media plays a pivotal role in brand awareness and direct lead engagement. Platforms like LinkedIn for B2B or Instagram and TikTok for B2C remain crucial for driving interest and conversions.

Putting it All Together

Lead generation in 2025 is about being smarter, not just louder. Leveraging technology, creating engaging interactive experiences, and maintaining consistent, personalized messaging across channels are vital.

At Addion.com, we specialize in helping businesses like yours optimize lead generation strategies to achieve maximum results. Ready to transform your lead generation strategy? Visit our services page or reach out for a free consultation—we’d love to show you what’s possible.

Let’s turn those strangers into your biggest fans.

In the ever-evolving landscape of advertising, understanding the nuances between performance marketing and traditional advertising is crucial for businesses aiming to maximize their return on investment (ROI). Having been at the forefront of digital marketing since the inception of paid search, I’ve witnessed firsthand the transformative power of performance marketing. Let’s delve into what sets it apart.

The Essence of Performance Marketing

Performance marketing is a results-driven approach where advertisers pay only when specific actions are completed—be it a click, lead, or sale. This model ensures that every dollar spent contributes directly to measurable outcomes.

At Addion, our philosophy revolves around this principle. We focus on driving measurable metrics such as sales, leads, and revenue toward goal-focused objectives like ROI or Cost Per Action (CPA).

Contrasting with Traditional Advertising

Traditional advertising, encompassing mediums like TV, radio, and print, often operates on a pay-for-placement model. Advertisers pay upfront for ad space or airtime, hoping to reach their target audience. However, this approach lacks the granular tracking and immediate feedback loop inherent in performance marketing.

While traditional advertising builds brand awareness, it doesn’t offer the same level of accountability. In contrast, performance marketing allows for real-time adjustments based on data, ensuring campaigns remain optimized for the best results.

The Rise of Performance Marketing

The shift toward performance marketing isn’t just a trend—it’s a response to the demand for accountability and measurable results. As of 2024, it’s estimated that 60% of marketing was digital by the end of 2024, with offline media spending declining in recent years.

This growth is fueled by the ability of performance marketing to provide clear insights into campaign effectiveness, allowing businesses to allocate budgets more efficiently.

Addion’s Journey in Performance Marketing

Our journey at Addion began in 2002, following the acquisition of GoTo.com (the first pay-per-click search engine) to form Yahoo Search Marketing. Since then, we’ve been at the ground floor of building and optimizing thousands of campaigns for clients.

Our team, comprising former GoTo/Overture executives, has managed millions in targeted ad spend over the past two decades. We’ve honed our expertise in selecting keywords, crafting compelling ad copy, and leveraging proprietary technologies to maximize qualified leads and customers at an affordable cost.

The Addion Difference

What sets Addion apart is our relentless focus on results. We don’t require long-term contracts that auto-renew; instead, we earn our keep by delivering tangible outcomes. Our approach combines the art and science of managing SEM campaigns, ensuring that every strategy is tailored to our clients’ unique business goals.

Our services encompass:

•Paid Search Advertising: Driving immediate traffic and conversions through strategic keyword targeting.

•SEO: Enhancing organic visibility to attract high-intent visitors.

•Social Media Marketing: Engaging audiences across platforms to build brand loyalty and drive sales.

•Conversion Rate Optimization: Refining user experiences to increase the percentage of visitors who take desired actions.

•Analytics & Tracking: Monitoring performance metrics to inform data-driven decisions.

•Marketing Automation: Streamlining processes to nurture leads and maintain customer engagement.

•Email Marketing: Crafting personalized campaigns to foster relationships and encourage repeat business.

Real-World Impact

Our commitment to performance marketing has yielded significant results for our clients. For instance, LBC Lighting experienced over 40% revenue growth year-over-year after partnering with us for SEO and paid search initiatives.

Similarly, Doryn Wallach Jewelry credits paid search as their most valuable business resource, highlighting the effectiveness of our strategies in driving tangible business outcomes.

Looking Ahead

As we move further into the digital age, the importance of performance marketing will only continue to grow. Businesses seeking to maximize their marketing budgets must embrace strategies that offer transparency, accountability, and measurable results.

At Addion, we’re proud to lead the charge in performance marketing, leveraging our deep industry experience to help clients navigate the complexities of the digital landscape.

Ready to elevate your marketing performance? Contact our team today for a free consultation and discover how we can help your business grow.

After spending 15 years in the trenches of digital marketing, I’ve seen my fair share of “revolutionary” technologies come and go. But what’s coming in 2025 is different. We’re on the cusp of a fundamental shift in how we approach performance marketing, and I want to share my insights on what this means for marketing managers at mid-sized companies.

True 1:1 Marketing Finally Becomes Reality

Remember when we used to brag about “personalization” because we included someone’s first name in an email? Those days are nearly behind us. By 2025, AI will enable genuine one-to-one marketing at scale, and here’s what that actually means:

Real-time behavior analysis is about to get scary good. Instead of looking at basic metrics like page views and click-through rates, AI systems will analyze hundreds of micro-behaviors across channels. They’ll notice when someone hesitates over a button, how quickly they scroll through content, and even predict their next move based on subtle patterns.

Think of it like having a thousand highly trained salespeople watching and adapting to every customer interaction, but automated and running 24/7.

The Practical Side of AI Implementation

Let’s get real about what this means for your marketing department. Here’s what you need to focus on:

Intelligent Campaign Orchestration
I recently worked with a mid-sized retailer who was struggling to manage campaigns across six different channels. By implementing AI orchestration, they automated 70% of their campaign adjustments and saw a 43% improvement in ROAS. The key was starting small – they began with email and paid search, proved the concept, then expanded.

Predictive Analytics That Actually Work
Gone are the days of basic forecasting. Modern AI systems can predict customer lifetime value with uncanny accuracy. One of my clients recently used AI to identify a segment of customers who were 80% likely to churn in the next 30 days. By proactively engaging this group, they saved $300K in potential lost revenue.

Content Generation and Optimization
This isn’t about robots writing your copy (though they’re getting better at it). It’s about AI suggesting optimal content combinations based on real performance data. We’re seeing systems that can automatically adjust messaging, images, and offers based on individual user behavior patterns.

Getting Your Organization Ready

Here’s what you need to do now to prepare for 2025:

1. Data Foundation
   Start cleaning your data now. I can’t stress this enough. The biggest obstacle I see isn’t technology – it’s messy, inconsistent data. Create a clear data governance plan and stick to it.
2. Technology Stack
   Don’t get caught up in the hype of every new AI tool. Focus on platforms that integrate with your existing systems and have proven ROI for companies your size. I recommend starting with one core AI-powered solution and expanding from there.
3. Team Development
   Your team doesn’t need to become AI experts, but they do need to understand how to work alongside AI systems. Invest in training that focuses on practical applications rather than technical details.

Privacy and Ethics: The Elephant in the Room

Let’s address this head-on: with great power comes great responsibility. As we move toward hyper-personalization, we must balance effectiveness with ethics. I recommend:

• Creating clear internal guidelines for AI use
• Being transparent with customers about data usage
• Regular audits of AI decisions for bias
• Maintaining human oversight of critical decisions

Action Steps for Right Now

1. Start Small: Choose one aspect of your marketing to enhance with AI. I usually recommend starting with email personalization or ad optimization.
2. Measure Everything: Create baseline metrics now so you can demonstrate ROI from AI implementations.
3. Build Cross-Functional Teams: Success with AI requires marketing, IT, and analytics working together.

Looking Ahead

The future of performance marketing isn’t just about technology – it’s about using that technology to create better, more meaningful customer experiences. The companies that will win in 2025 aren’t necessarily those with the biggest AI budgets, but those who use AI most thoughtfully to serve their customers.

I’ve seen too many companies fall into the trap of implementing technology for technology’s sake. Don’t be that company. Start with your customer needs, then work backward to determine how AI can help you meet those needs more effectively.

Remember, the goal isn’t to replace human creativity and strategy with AI – it’s to augment our capabilities and free up time for the strategic thinking that machines still can’t match.

Feel free to reach out if you want to discuss how these changes might affect your specific situation. I’m always happy to share more detailed insights from my experience helping companies navigate this transition.

Get ready for a whole new Google Shopping experience! Google’s using the power of AI to totally revamp how we shop online, and it’s bringing big changes for both shoppers and the brands they love.

What’s in it for you, Shoppers?

• Your Own Personal Shopper (Kind Of): Google Shopping now uses AI to learn what you like. That means you’ll get a feed of products, deals, and videos tailored just for you, based on your past purchases and what you like to browse. Pretty cool, right?
• Price Comparisons Made Easy: Say goodbye to opening a million tabs! Google Shopping’s new tools make it super simple to compare prices from different stores, see how prices have changed, and snag the best deals.
• A Whole Section Just for Deals: Love a good bargain? You’ll find personalized deals based on your shopping habits in a brand new “Deals” section.
• Pick Up Where You Left Off: Ever get distracted mid-shopping spree? No worries! Google Shopping saves your products, deals, and categories so you can easily jump back in.
• You’re in Control: Not feeling the personalized vibes? No problem! You can easily adjust or turn off these features in your settings.

Attention, Marketers! Here’s the Deal:

• AI is Calling the Shots: AI is now deciding which products shoppers see first. This means brands need to make sure their product information is top-notch and optimized for Google’s algorithms.
• AI-Generated Briefs Are Your New BFFs: These handy briefs help shoppers decide what to buy. Marketers need to understand how to make these briefs work for them and showcase their products effectively.
• Dynamic Ads Are a Must: Time to get dynamic! To reach customers in this new AI-driven world, you’ll want to use ad formats and targeting options that can adapt on the fly.
• Honesty is the Best (Pricing) Policy: With all the new price comparison tools, being competitive and transparent about your prices is more important than ever.
• Don’t Be Afraid to Experiment: Google’s AI features are still a work in progress. So, keep testing, learning, and give Google your feedback – you can help shape the future of online shopping!

As a small business owner in Seattle, you’re likely aware of how competitive the local market can be. Whether you’re running a cozy coffee shop in Capitol Hill, a boutique in Ballard, or a tech startup in South Lake Union, standing out online is crucial. This is where local SEO (Search Engine Optimization) comes into play. By optimizing your online presence for local searches, you can attract more customers from your area, increase foot traffic, and ultimately boost your sales.

I’ll quickly walk you through some practical tips and tricks to optimize your business for Seattle’s local search landscape. Let’s dive in!

1. Claim and Optimize Your Google My Business Listing

Google My Business (GMB) is a free tool that allows you to manage your online presence across Google, including Search and Maps. If you haven’t claimed your GMB listing yet, this should be your first step. Here’s how you can optimize it for better visibility:

• Complete Your Profile: Ensure that all your business information is accurate and complete, including your address, phone number, website, and business hours. Google favors listings that are fully filled out.
• Add High-Quality Photos: Photos of your storefront, products, or team can make your listing more appealing and help potential customers get a sense of your business.
• Post Regularly: Use the Posts feature to share updates, promotions, or events. Regular posting signals to Google that your business is active.
• Choose Relevant Categories: Make sure to select the most appropriate categories for your business. This helps Google understand what your business is about and when to show it in search results.

2. Leverage Local Keywords in Your Content

Keywords are the backbone of any SEO strategy. For local SEO, you’ll want to focus on keywords that include geographic terms, such as “Seattle coffee shop” or “Ballard boutique.” Here’s how to effectively use local keywords:

• Incorporate Keywords in Key Areas: Place local keywords in your website’s meta titles, descriptions, headers, and throughout your content. This helps search engines understand the geographical focus of your business.
• Create Location-Specific Content: Blog posts, landing pages, or service pages that focus on Seattle-specific topics or neighborhoods can help you rank for local searches. For example, if you’re a plumber, a blog post on “Preparing Your Seattle Home for Rainy Season Plumbing Issues” could attract local traffic.

3. Build Local Citations and Backlinks

Local citations are online mentions of your business name, address, and phone number (NAP) on other websites. These citations, along with local backlinks, are essential for building your online authority in the Seattle area.

• Submit to Local Directories: Ensure your business is listed in local online directories like Yelp, Yellow Pages, and city-specific directories like NextDoor. Consistent NAP information across all listings is crucial for SEO.
• Partner with Local Blogs and Websites: Reach out to Seattle-based bloggers or websites for guest posting opportunities or to get featured. Backlinks from reputable local sites can significantly boost your local search rankings.
• Get Listed in Industry-Specific Directories: If applicable, list your business in industry-specific directories that cater to Seattle businesses. For example, if you’re in the food industry, consider directories focused on local eateries.

4. Encourage and Manage Customer Reviews

Online reviews are not just for building trust with potential customers; they also play a significant role in local SEO. Google takes into account both the quantity and quality of reviews when ranking local businesses.

• Ask for Reviews: Encourage satisfied customers to leave positive reviews on your Google My Business page, Yelp, and other relevant platforms. You can do this through follow-up emails, on your website, or even by offering a small incentive.
• Respond to Reviews: Show that you value customer feedback by responding to both positive and negative reviews. Addressing concerns promptly and professionally can help mitigate any negative impact.
• Highlight Reviews on Your Website: Showcase your best reviews on your website to build credibility and encourage more customers to share their experiences.

5. Track and Adjust Your Local SEO Strategy

SEO is not a one-time effort; it’s an ongoing process. Regularly tracking your local SEO performance will help you understand what’s working and where there’s room for improvement.

• Use Google Analytics: Monitor your website traffic, focusing on the percentage of visitors coming from local searches. Look at metrics like bounce rate, time on site, and conversion rate to gauge the effectiveness of your local SEO efforts.
• Check Your Rankings: Use tools like Google Search Console or third-party SEO tools to track your rankings for local keywords. This can help you see how well you’re performing in local search results.
• Adjust as Needed: Based on the data you collect, make adjustments to your SEO strategy. This might mean updating content, building more local backlinks, or refining your keyword strategy.

Ready to Boost Your Seattle Business’s Online Presence?

Optimizing for local SEO is a powerful way to connect with potential customers in your area and drive more business. However, it requires a thoughtful approach and ongoing effort. If you’re ready to take your Seattle business’s online presence to the next level, we’re here to help.

Set up a call with us today to discuss how we can improve your website’s ranking and help you reach more customers in the Seattle area. It’s more affordable than you think to build your local reputation in Seattle!

25 years ago I lead the team that built the very first paid search engine. Nobody has a longer history in paid search than myself and the other experts at Addion. I’ve been running agencies and managing millions in paid search spend since then. As the definitive expert in paid search, I want to walk you through this journey so you can maximize the effectiveness.  Frankly, Google has enough money – it’s time you got the best ROI from your advertising.

In today’s digital landscape, reaching potential customers online is more crucial than ever. But with so much noise, how do you ensure your business stands out? Enter paid search advertising—a powerful tool that can put your business right in front of people actively searching for what you offer. If you’ve never ventured into the world of paid search, don’t worry. This guide will break it down for you, explaining what it is, how it works, and how you can start using it to grow your business in 2024.

What is Paid Search Advertising?

Paid search advertising, often referred to as search engine marketing (SEM) or pay-per-click (PPC) advertising, is a way to get your business to appear in search engine results when someone searches for terms related to your products or services. Unlike organic search results, which are ranked based on a search engine’s algorithm, paid search ads appear at the top of the search results page, marked as “sponsored” or “ad.”

Here’s how it works: You choose keywords that are relevant to your business, create ads around those keywords, and then pay the search engine to display your ads when someone searches for those terms. You only pay when someone clicks on your ad, hence the name “pay-per-click.”

Why Should You Care?

You might be thinking, “Why should I pay for search ads when I can try to rank organically for free?” While organic search is valuable, it can take time to see results, especially in competitive markets. Paid search offers a faster, more targeted approach. Here are a few reasons why it’s worth considering:

1. Instant Visibility: Your ad can appear on the first page of search results as soon as your campaign goes live, putting your business in front of potential customers right away.
2. Targeted Reach: With paid search, you can target specific audiences based on factors like location, device, and even the time of day, ensuring your ads reach the right people at the right time.
3. Measurable Results: Paid search platforms provide detailed analytics, allowing you to see exactly how your ads are performing. You can track clicks, conversions, and return on investment (ROI) to ensure your money is well spent.

How Does It Work?

Let’s break down the basics of a paid search campaign:

• Keywords: These are the words or phrases that people type into search engines when looking for something. You’ll want to choose keywords that closely match what your business offers.
• Ad Copy: This is the text that appears in your ad. It should be clear, compelling, and directly related to the keywords you’re targeting. A good ad copy grabs attention and encourages users to click.
• Bidding: Paid search operates on an auction system. You set a maximum amount you’re willing to pay for each click (your bid). When someone searches for your chosen keywords, the search engine compares all the bids and determines which ads to display and in what order.
• Pay-Per-Click: You only pay when someone clicks on your ad. The amount you pay per click can vary based on factors like competition for the keyword and your ad’s relevance.

Tips for Success in Paid Search

Starting with paid search might seem daunting, but with a few key strategies, you can set yourself up for success:

1. Research and Select the Right Keywords: Use tools like Google’s Keyword Planner to find keywords that are relevant to your business and have a good balance between search volume and competition. Look for highly relevant keywords that capture a customer right when they are looking to make a purchase or contact a company. Don’t look at keywords with LOTS of traffic – those are both expensive and poor converters. If a keyword gets 10 searches a month, but you sell 33% of those, then that’s incredibly profitable. Counter that with keywords that get thousands of clicks a month, but they are expensive and don’t convert as well. Now you are likely unprofitable on that keyword.
2. Create Compelling Ad Copy: Make sure your ad clearly communicates what you offer and includes a strong call to action (e.g., “Shop Now,” “Learn More”).
3. Monitor and Optimize Regularly: Paid search isn’t a “set it and forget it” strategy. Keep an eye on your campaigns, adjust your bids, test different ad copies, and refine your keywords to get the best results.

Common Myths About Paid Search

Let’s address a couple of common misconceptions that might be holding you back from trying paid search:

• “Paid search is too expensive.” It’s true that costs can add up, but you have full control over your budget. Start small, test, and scale up as you see results.
• “It’s only for big businesses.” Paid search is for everyone. In fact, small to medium-sized businesses can benefit greatly from the targeted reach and instant visibility that paid search offers. This fact alone is the reason that paid search is 95% of Google’s revenue – it works for ALL businesses regardless of size. It’s just a case of optimizing and starting conservatively.

The Best Tool to Profitably Advertise Online

Paid search advertising is a powerful tool that can help you reach your target audience quickly and effectively. Whether you’re looking to drive more traffic to your website, increase sales, or simply raise brand awareness, paid search offers a flexible and measurable way to achieve your goals. If you haven’t explored it yet, now is the perfect time to start. Take a look at the platforms available, experiment with a small budget, and see how paid search can work for your business.

What is push marketing?

Push marketing is a type of marketing strategy that involves pushing your products or services to potential customers who may not be actively looking for them. Push marketing can help you create brand awareness, generate leads, and drive sales. Some examples of push marketing are:

• paid search ads
• email campaigns
• social media ads
• pop-up banner ads
• cold calls
• direct mail

Push marketing can be effective for online businesses that want to reach a large audience quickly and persuade them to buy their products or services. However, push marketing can also have some drawbacks, such as being intrusive, annoying, expensive, and low converting. To optimize your push marketing, you need to setup dedicated landing pages designed to convert effectively, and manage your advertising rigorously. You also need to monitor your metrics and optimize your campaigns based on data and feedback.

What is pull marketing?

Pull marketing is a type of marketing strategy that involves attracting customers who are already interested in your products or services. Pull marketing can help you build trust, loyalty, and reputation. Some examples of pull marketing are:

• blogs
• podcasts
• webinars
• ebooks
• newsletters
• SEO

Pull marketing can be effective for online businesses that want to educate their customers, provide value, and solve their problems. However, pull marketing can also have some drawbacks, such as being time-consuming, competitive, and difficult to measure. To optimize your pull marketing strategy, you need to make sure that your content is high-quality, relevant, and optimized for keywords and user intent. You also need to promote your content on different channels and platforms to increase your reach and visibility.

Conclusion

In this post, we have discussed the differences between push and pull marketing strategies for online businesses. We have also shared some tips on how to optimize your push and pull marketing campaigns for search engine optimization (SEO). Push marketing can help you reach a large audience quickly and persuade them to buy your products or services. Pull marketing can help you build trust, loyalty, and reputation with your customers by providing value and solving their problems. Both strategies have their advantages and disadvantages, so you need to choose the one that suits your goals, budget, and audience best. If you want to learn more about how to create effective online marketing campaigns that boost your SEO performance, contact Ted Huffman here.

What is Google Analytics UA?

The original form of tracking in Google Analytics is called Universal Analytics (or UA) and is a free tool offered by Google to track website performance. You can view the UA report as part of your regular GA dashboard. If you have a specific marketing strategy, UA can help you track and measure user engagement at scale. The data you collect with UA can then be logged into your regular Google Analytics account. The primary benefit of using UA is that it’s free.

UA tracks website visitors in different ways than the newer GA4 will:

• Users who visit a site are broken down into sessions
• Sessions are a group of web interactions during a given timeframe (think of how you might read multiple pages on a website and ultimately purchase the product … that’s all considered one session in UA)
• Other main metrics that UA reports are things like page views, purchases, form submissions, etc. So it’s very focused on how a specific person navigates your website and what they did while they were there.

What is Google Analytics GA4?

Google Analytics 4 is a free web analytics tool that digital marketers and business owners use to measure how users interact with their websites. GA4 lets you view insights into your site traffic, user engagement, and marketing ROI. GA also provides data on how people found and interact with your website—including information on browsers, operating systems, screen resolutions, and more. Beyond the core Google Analytics tools, GA4 is an additional variation of the Google Analytics tool. GA4 is an enhanced version of GA that includes additional features. You can log in to GA4 using your regular GA login information. The primary benefit of using GA4 is that it has more data and functionality than UA.

However, GA4 works very differently than UA:

• Sessions are no longer a “thing” in GA4, instead it looks at the world as a series of “events”
• Anything is an event – page view is an event, as is a form submission or a purchase.
• GA4 is designed from the outset to not be web-based but instead is meant as a more general analytics platform across mobile apps, websites, really anything.
• As such, some of the old “web” vocabulary like sessions get a translation into a new event-based world.
• Common events come pre-defined in GA4 (like page location, title, etc.)

How are Google Analytics UA and GA4 Different?

The primary difference between UA and GA4 is the amount of data collected. UA will track data like the name of the device, the browser being used, and the operating system. You’ll also be able to see data on the location of users and their time spent on the site. GA4 collects even more data than UA, including the device pixel and time spent on page. While UA requires you to manually enter in the user agent of each device or browser, GA4 uses a crawler to automatically detect data like the device being used, the operating system, screen resolution, and more. The level of data collected is one of the main differences between the two versions. UA is more basic and simpler to deploy, while GA4 requires a little more effort. GA4 also has a larger learning curve than UA.

Many of the old reports that users are used to using in UA (like Medium & Source reports to who where your traffic came from) aren’t built into GA4.  You can use a custom reporting interface to build much more sophisticated reports than UA, however by default those basic reports that you are used to using in UA may not exist in GA4.  So there is a definite learning curve.

Another key difference is that GA4 limits you on custom events that you may want to create.  So rather than create an event for EACH of your form submissions on your site (for instance), you should just use one general Form event and instead look at performance also by page name + event.  Otherwise you can rapidly exceed your limits on events.  For larger websites, GA4 is going to require more strategic planning on what to track and how to track it.  Also, unlike UA, GA4 will not store unlimited history of data – you are limited to 18 months.  So you should also implement the free tier of Google BigQuery to store your analytics history longer term.

Should You Use UA or GA4?

The decision on what platform to use is somewhat meaningless now that Google has announced it is stopping UA in favor of GA4 in 2023.  This means that your web history in UA will no longer be accessible or usable, so at a minimum you should consider implementing both UA and GA4 to allow for you to transition data and reporting over to the new platform.

In the past, the main deciding factor between choosing UA or GA4 is the level of detail you want. If you want to track a large amount of user data, you’ll want to implement GA4. If you want to track a smaller amount of data, you’ll want to use UA. If you want to track data from a single website, you can use UA. In fact, you should choose to use both UA and GA4 on your website, but you need to be aware of the fact that tracking multiple sources of data will take up some additional computer resources.

Important: Google has announced an End-Of-Life for UA, so you should definitely implement GA4 tracking on your site regardless of UA.  UA and GA4 use different tracking pixels that are placed universally on all website pages, and there is no problem having both on your site at the same time.  However, eventually UA data will disappear so the earlier you start collecting data in GA4, the better.

The Bottom Line

Google Analytics is a free tool that can help you track your website traffic, user engagement, and marketing ROI. UA provides easier out-of-box reporting and is more accessible to website analytics, while GA4 collects more data than UA.  Most importantly, since UA is being decommissioned by Google, you should get started implementing GA4 sooner rather than later. You can choose to use both UA and GA4 on your website, but you need to be aware of the fact that tracking two sources of data will take up some additional computer

Tadabase is a no-code startup looking to raise money.

Their CEO, Moe Levine, was a fan of investor Mark Suster. So he set up some Google ads targeting Suster’s name, reminding him that he’s yet to invest in no-code startups.  Levine had read that Suster used Google Alerts to track mentions of his own name. So in theory he’d see the ad.

As it happened, Product Hunt’s founder, Ryan Hoover, beat him to it:

Suster saw Hoover’s tweet and immediately contacted Levine to set up a call.

Creative marketing is underrated

I’m sure Levine could have tracked down Suster’s email. But then he’d be one of a hundred other emails sitting in his inbox. The extra effort Levine took signalled he was someone worth talking to.  He skipped the queue. And was also rewarded with a write up in TechCrunch.

Example Number 3 – Magic Selfies

Every Penn & Teller show ends the same way. The magicians dash up the center aisle of the theatre and wait in the foyer to greet their fans.

They take selfies, shake hands, and answer questions. Each night 200 customers leave with a story to tell.

That’s how you become the longest-running headline act in Vegas history.