Nick Iyengar

Nick is Vice President of Analytics at Cardinal Path, where he is responsible for the commercialization and delivery of Google Analytics and related services. When not working with clients, Nick authors original research, articles and blog posts, and speaks at conferences around the world. He is an alumnus of the 2023 college football national champion University of Michigan.

Enabling Value-Based Bidding with Google Tightlock

Marketers are on a constant journey to optimize the efficiency of paid search advertising. In B2B in particular, many organizations…

1 month ago

GA4 and BigQuery: why might data not match?

One of the most common questions we get about GA4 isn’t really about GA4, itself. It’s about why data viewed…

5 months ago

GA4 + Optimizely: Integration Overview

Using engagement data to improve website performance is a near-universal use-case for users of Google Analytics 4 (GA4). For years,…

6 months ago

Google Delays Third-Party Cookie Deprecation to 2025

Google announced on April 23 that it will again delay third-party cookie deprecation (3PCD) in response to ongoing regulator and…

7 months ago

GA4 vs. Universal Analytics data discrepancies: what’s “normal?”

Here at Merkle | Cardinal Path, we’ve been working with Google Analytics 4 (GA4) since 2019, when it was initially…

7 months ago
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