Google Analytics 4 (GA4) has been the default analytics platform since Universal Analytics was sunset in 2024. For travel businesses, the transition to GA4 isn’t just a technical migration — it’s a meaningful shift in how you measure the customer journey. Travel has one of the most complex conversion paths of any industry: users typically...

Google’s Rich Results Test is out of beta, but how does this impact digital marketers? Google’s Rich Results Test helps website owners verify whether their pages are eligible for rich results in search — the enhanced listings that include star ratings, FAQ accordions, breadcrumbs, and event information. For travel brands, structured data implementation that enables...

 Are Google Ads taking our control away? You may have seen the recent news that Google is sunsetting average position at the end of the year, which is a big change for many digital marketing agencies. Those in the industry have always accepted that average position alone isn’t the perfect metric, there’s a great piece on...