31 Oct 2026
How to Build a UTM Naming System Your Team Can Follow
Create a UTM naming system with clear reporting questions, stable definitions, approved values, a usable link builder and real journey checks.
Giraffe Digital insights
Analytics & Data
Guidance on analytics, measurement and data-led decisions that help businesses understand website performance and customer behaviour.
Find useful advice
Explore the articles.
AI & AutomationAnalytics & DataContent MarketingCyber SecurityDigital MarketingDomains & HostingEcommerceEmail MarketingPrivacy & ComplianceSEOSocial MediaTechnologyWebsite Design
28 Oct 2026
How to Plan a CRM Data Migration Before Moving Records
Plan a CRM migration around meaningful field mappings, record relationships, data quality decisions, representative rehearsals and business reconciliation.
27 Oct 2026
How to Segment Search Console Queries by Customer Intent
Organise Search Console queries around customer tasks, handle overlapping intent groups and connect findings to useful pages and enquiry journeys.
22 Oct 2026
Choose the first website improvement: Birmingham, Coventry and Wolverhampton
Turn a long list of digital ideas into a workable first project. Use customer problems, evidence and operational readiness to agree a website improvement your team can deliver.
18 Oct 2026
How to Interview Customers About a Website They Did Not Enquire Through
Interview customers who used another contact route to understand their website journey, distinguish preferences from obstacles and plan evidence-led improvements.
17 Oct 2026
From enquiry to a useful reply: Belfast, Lisburn and Newry
Connect the questions on your website with the people who prepare replies, bookings and quotations. A practical handover exercise for Northern Ireland businesses.
13 Oct 2026
Different customers, clearer website routes: Cambridge, Peterborough and Ely
Use three East of England business contexts to review customer routes, distinguish useful enquiry types and measure the next decision without confusing interest with a confirmed order.
12 Oct 2026
How to Build a Website Measurement Plan Before Installing Tags
Plan website measurement around business decisions, meaningful customer actions, event definitions, privacy responsibilities and reliable implementation checks.
11 Oct 2026
Measuring Software and AI Productivity: Separating Activity from Outcomes
Measure complete work, review effort and real outcomes when assessing software and AI, with fair comparisons and clear limitations.
11 Oct 2026
Marketing Attribution and Reporting Windows: Interpreting Enquiry Sources
Interpret enquiry sources using clear acquisition scopes, attribution models, reporting windows and reconciled business outcomes.
11 Oct 2026
Dashboards, Data Quality and Customer Outcomes: Making Reports Useful
Make dashboards useful with clear measures, quality checks, refresh information and evidence of complete customer outcomes.
11 Oct 2026
Website Analytics: Events, Campaign Tags and Validation
Define analytics events, keep campaign tags consistent, protect personal information and validate recorded actions against real outcomes.
15 Sep 2026
How to Measure Brand Visibility in AI Search
AI search visibility now affects how UK buyers find, compare and trust suppliers. Measure prompts, citations, mentions, accuracy and competitor presence with a repeatable framework.
10 Sep 2026
How to Reduce Website Bounce Rate Without Guesswork
Bounce rate optimisation in 2026 works best when analytics, search intent, page speed, layout, content clarity and calls to action are reviewed together.
14 Aug 2026
Website Performance, UX and Conversion Work Together
Connect website speed, user experience, content, trust signals, forms and measurement to improve the customer enquiry journey.
6 Aug 2026
First-Party Data Helps Businesses Improve Customer Journeys
First-party data gives UK businesses a clearer view of how customers use websites, search, social media, email and support channels, helping digital strategy become more relevant, measurable and customer-focused.
11 Jul 2026
A First-Party Data Strategy Supports Privacy-Conscious Marketing
A strong first-party data strategy helps UK businesses improve targeting, trust, website performance and customer insight while reducing reliance on third-party tracking.
12 Dec 2023
First-Party Data Supports Better Digital Marketing
First-party data helps UK businesses improve websites, SEO, email and social media with clearer customer insight, stronger measurement and responsible consent management.