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Category Archive: Analytics

1. Was the switch to GA4 actually required? Google’s privacy sandbox announcement

   24/04/2025 11:08 am Leave a Comment

   Google have finally confirmed they’re sticking with them. Google have just announced that it is keeping them in Chrome indefinitely. https://privacysandbox.com/news/privacy-sandbox-next-steps/

   Google created the privacy sandbox largely due to global changes in legislation and to try and get ahead of the inevitable. However, this was largely done in isolation. Since the privacy sandbox inception Google has partnered with the CMA and ICO in 2022, this partnership meant that they had the important job of overseeing Google’s design, development and ultimate implementation of the Privacy Sandbox proposals. In short meaning such work could fall under the remit of the Digital Markets Unit (DMU).

   This seemed like a really necessary move to ensure all parties we’re building something compliant and also meaningful. Critics of Google’s approach to removal of third party cookies would’ve seen them form a further monopoly on data, with an increased reliance on Google’s user data

   There’s little doubt Google was very serious about getting rid of cookies. Google invested a lot of time, money and resources in anticipation of it being gone forever. This largely came when they replaced its Universal Analytics which depends on cookies, with Google Analytics 4, which does not.

   Google have cited that that change of heart largely comes from the adoption of privacy-enhancing technologies having accelerated, new opportunities to safeguard and secure people’s browsing experiences with AI have emerged, and the regulatory landscape around the world has evolved considerably’.

   It’s an ever-changing landscape and with news also coming that Google may be forced to split up search, Chrome and ads to boost competition this could also have an impact of digital measurement and activation as we know it. It’ll be really interesting to see how this plays out over the coming months and years and how it may relate to Google Analytics 4.
   https://competitionandmarkets.blog.gov.uk/2022/02/24/cma-secures-final-privacy-sandbox-commitments-from-google/
   
   I think one thing is clear and to be mindful of… Google is a revenue generating business, and whilst it may profess to be a privacy first business anything they can do to boost revenue and badge it up as a ‘privacy first’ initiative will help them even more..

   What is the main takeaway from this? In short third-party cookies aren’t going away anytime soon, but 1st party data (and cookies) should always be a priority to power better understanding of your customers and give them more relevant experience (whether than be on or off site).

   I’d suggest a widely diversified strategy that doesn’t rely on one provider (IE Google) or any third party cookies in the long term is the best way to go. 

   The world of data and measurement is only going to continue to get more fragmented and with the mainstream media picking these news stories now it’s never been harder to be in this space

   https://competitionandmarkets.blog.gov.uk/2022/02/24/cma-secures-final-privacy-sandbox-commitments-from-google/

2. GA4 Annotations: A Guide by Fabric

   01/04/2025 12:22 pm Leave a Comment

   Google has recently introduced annotations to GA4. This is a pretty simple but powerful feature that will allow users to add notes directly to their reports. The benefits of this is that it makes it easier to track key events, explain data changes and it will improve internal and external collaboration. The key positive to take from annotations now being a part of GA4 is addition clarity, whether it’s a campaign launch, a website update or an unexpected spike in traffic. Annotations will help provide context within your GA4 reports.

   Why Use Annotations?

   What are Annotations useful for:

   • The help explain spikes, dips or trends in traffic by linking them to key events such as campaigns, product launches or site changes.
   • It’s now easier for teams to share insights, reducing the need for external documents and keeping relevant information within GA4
   • By having clarity within daily reports, brands can quickly understand why changes have occurred and react quicker.
   • It’s also easier to track changes made in GA4 by internal or external teams reducing the need for WIP’s

   How to implement Annotations

   Firstly, you will need Editor level access or higher on GA4. Viewers can see annotations but they won’t be able to create or change them.

   Limitations:

   • Each GA4 property can store up to 1,000 annotations
   • Annotations can be created directly in reports with line graphs or via the Admin API

   Getting started

   1. Open Google Analytics and navigate to the Reports section.
   2. Select the report where you want to add an annotation.
   3. Right-click any data point on the line graph and click Add annotation.
   4. Fill in the following details:
      • Title (up to 60 characters)
      • Description (up to 150 characters)
      • Date or Date Range (a single date is recommended for clarity)
      • Colour (for better organisation)
   5. Click Create annotation

   Your annotation will then be visible across all reports and report cards contating line graphs. You do have the option of hiding annotations from view if needed.

   Viewing and Managing Annotations

   • To view an annotation: Hover over the annotation icon below the line graph to see its details
   • To see all annotations for a property:
     1. Click Admin in GA4
     2. Under Data Display, select Annotations
     3. Here, you can create, edit, delete, or export annotations based on your access level
   • Adjusting settings: Within the Annotations Viewer panel, you can toggle annotations on or off for date ranges

   Google Analytics Created Annotations

   One thing to be aware of is that Google can automatically create annotations for such things like significant data-impacting events, such as:

   • System outages
   • Changes to data processing
   • Major Google Ads updates

   These can’t be deleted or turned off but you can hide the annotations if you don’t want them visible

   Best Practice

   • Keep title and descriptions concise, it doesn’t need to be War and Peace
   • Colour code strategically like you would you’re calendar
   • Stick to single-date annotations to avoid confusion when multiple annotations overlap each other
   • Like everything else, maintenance is required, regular review and update

   Final Thoughts

   This is another positive step for GA4 and can be a valuable tool if used properly. For any questions or help optimising your current GA4 setup. Get in touch with the team at Fabric https://fabric-analytics.com/contact/

   For more information on GA4 Annotations – https://support.google.com/analytics/answer/15884203?hl=en

3. Why Your Average Order Value is Lying to You

   17/02/2025 11:27 am Leave a Comment

   Average Order Value (AOV) is one of the most popular metrics in eCommerce. It’s plastered across dashboards, referenced in strategy meetings, and utilsed for key business decisions. But you need to be careful, AOV is misleading you.

   AOV is Just a Middle Point, Not the Full Picture

   Most brands assume that their customers place orders somewhere around their AOV. That’s logical, right? If your AOV is £75, you’d expect a large share of customers to be ordering close to that amount.

   But when you actually visualise order value distribution, you quickly see a different story:

   • A huge volume of orders sit below the AOV
   • Another set of high-value transactions sit well above it
   • AOV? It’s simply the midpoint and not a true reflection of where orders actually fall

   Instead of being a reliable benchmark, AOV often distorts reality.

   AOV is Driving Flawed Strategies

   Because AOV is widely accepted as a guiding metric, businesses frequently use it to set key pricing tactics most notably, the free shipping threshold.

   For example, if your AOV is £75, you might decide to set your free shipping threshold at £80, assuming it nudges customers to increase their cart size. But here’s the catch: if the majority of your orders are actually around £40-£50, your threshold is completely misaligned.

   This means:
   ✅ You’re missing an opportunity to encourage more incremental increases.
   ✅ You’re setting a target that many customers simply won’t stretch to reach.
   ✅ You’re potentially losing out on conversions from customers who see the free shipping threshold as too far out of reach.

   Instead of setting free shipping based on AOV, businesses should be looking at the most common order value ranges and adjusting their pricing strategies accordingly.

   Breaking AOV into Order Value Buckets

   To truly understand your customers’ purchasing behaviour, bucket your orders into meaningful value ranges.

   For example, instead of relying on a single AOV number, look at:

   • Orders under £xx (low-value, high-frequency purchases)
   • Orders between £xx-£xx (mid-tier, balanced buyers)
   • Orders above £xx (higher-end, big spenders)

   By doing this, you can make more data-driven decisions when it comes to pricing strategies, upsells, and incentives. You might find that:

   • Most of your volume sits around £45, meaning a free shipping threshold of £50 makes far more sense than £80.
   • Customers in the mid-tier range respond well to bundling incentives.
   • High spenders have different behaviours entirely and should be treated as such.

   We also recommend visualising ‘revenue’ per bucket, as this can tell a completely different story to ‘order count’. You might be surprised how much revenue comes from your higher-end big spenders.

   

   The Bottom Line

   AOV alone is not enough to guide strategy. Without understanding the actual distribution of orders, businesses risk miscalculating incentives, pricing, and marketing efforts.

   If you haven’t broken down your AOV into order buckets yet, now is the time to do it. The insights you uncover could completely change how you drive more revenue from your customers.

   Want help to visualise your order value distribution? Let’s chat. 🚀