InfoTrust Author Profile

Christina Balles

Christina Balles, Enterprise Technology and Consulting Lead, has been with InfoTrust since January 2022. With an unwavering passion for seamless data implementation and an uncanny ability to orchestrate data landscape, change management solutions, and communications, Christina fearlessly spearheads Google Analytics 4 rollouts across multi-brand companies globally. When she’s not conquering the tech world, you can find this bookworm basking on a sun-kissed beach or donning her Mickey ears as she immerses herself in the enchanting realm of Magic Kingdom, Florida.
Attribution Impacts on Data in Google Analytics 4

Attribution Impacts on Data in Google Analytics 4

In Universal Analytics (sometimes known as GA360 or GA3), the fundamental marketing traffic source dimensions include Channel Grouping, Source, Medium, and Campaign. This structure…

11-minute read
Advanced Analysis Techniques in Google Analytics 4: How to Use AI-Powered Insights and Predictive Analytics for Effective Marketing

Advanced Analysis Techniques in Google Analytics 4: How to Use AI-Powered Insights and Predictive Analytics for Effective Marketing

AI-powered insights and predictive analytics are revolutionary tools reshaping the modern marketing landscape. These advanced analytics techniques, particularly prominent in Google Analytics 4 (GA4),…

8-minute read
Understanding Data Migration and Retroactivity in Google Analytics 4: Your Questions Answered

Understanding Data Migration and Retroactivity in Google Analytics 4: Your Questions Answered

As we navigate the transition from Universal Analytics (UA) to Google Analytics 4 (GA4), questions about data migration, retroactivity, annotations, filters, and audience segments…

3-minute read
Navigating Conversions and Channel Paths in Google Analytics 4

Navigating Conversions and Channel Paths in Google Analytics 4

The shift from Universal Analytics to Google Analytics 4 (GA4) has brought a range of new capabilities and insights for marketers and analysts. Among…

3-minute read
Navigating the Shift: Understanding the Impacts of Transitioning from Universal Analytics to Google Analytics 4

Navigating the Shift: Understanding the Impacts of Transitioning from Universal Analytics to Google Analytics 4

2022 marked a significant shift in the digital analytics landscape. Google announced that Universal Analytics would stop processing hits in July 2023 (July 2024…

3-minute read
Top 4 Considerations When Comparing Google Analytics 4 to Universal Analytics

Top 4 Considerations When Comparing Google Analytics 4 to Universal Analytics

In today’s digital landscape, understanding user behavior is crucial for businesses to optimize their online presence and drive growth. Google Analytics has been a…

5-minute read
How AI Can Be Used to Improve Business Outcomes & Why It Matters

How AI Can Be Used to Improve Business Outcomes & Why It Matters

In this digital age, it’s more important to make the most of your data and stay ahead of the competition. With AI becoming an…

6-minute read
Preparing for a New Privacy-Centric Data Reality in the Travel Industry in 2023 and Beyond

Preparing for a New Privacy-Centric Data Reality in the Travel Industry in 2023 and Beyond

Introduction The travel industry is facing a number of challenges around user privacy as it adapts to the expansion of privacy legislation. At the…

5-minute read
A Guide to Page Value: The Undervalued Metric

A Guide to Page Value: The Undervalued Metric

Introduction Data is valuable, wouldn’t you agree? Whether it’s the revenue generated by your business or the number of leads you’ve generated, every slice…

5-minute read
Top Business Retail Trends to Look Out for in 2023

Top Business Retail Trends to Look Out for in 2023

The retail industry is constantly evolving to meet the needs of consumers, and the coming year will see some interesting shifts in business trends….

4-minute read
What You Need to Know about Google Analytics 4 Account Structure

What You Need to Know about Google Analytics 4 Account Structure

Google Analytics is the most powerful and effective tool for tracking and analyzing your website traffic. It is also the most popular: roughly 55…

7-minute read
Attribution Modeling for Beginners: Two Approaches to Attribution

Attribution Modeling for Beginners: Two Approaches to Attribution

Attribution modeling is a process of assigning credit to particular marketing channels for the performance of an ad campaign. This means that if you…

3-minute read

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