The Last Post: Adventures with the Written Word

Web analytics services – such as  Google Analytics  –  allow companies to measure, collect and analyse data. Their purpose is to measure business goals and find areas for improvement. These services are useful for writers, editors and other professionals because they allow insights into performance and optimisation of content. This article provides a brief overview of the detailed analyses available. Analytics services. Designed by  macrovector on  Freepik Google Analytics 4 (GA4) GA4 is the new version of Google Analytics. It replaces Universal Analytics (UA), which was discontinued in 2023. The new version has been rewritten from the ground up, and is entirely event-driven. It allows automatic (and more precise) tracking, along with more flexible analyses.   You can install GA4 manually or via  Google Tag Manager (GTM) . How Does the Service Work? The Google tag (GTAG.js) is a small piece of JavaScript  code used on every page of your website. I...

Hello, and welcome. This is  The Last Post :   a place to discuss language, grammar, punctuation, plain English and publishing.  Illustration: James Hutchinson + AI My name is James Hutchinson . I'm a professional Copy Editor and Copywriter with over 20 years of experience. In my career, I've worked on a wide variety of material, including: architectural publications; specification software; SEO -driven articles for the web; research reports; marketing copy; case studies; and dissertations. I've written my own guides, articles, plays and reviews.  I've also studied copyright and have cleared thousands of high-quality images for publication.  With a degree in English Literature and membership of the Chartered Institute of Editing and Proofreading (CIEP) , I bring both knowledge and passion to these Adventures of the Written Word .  Are you an author or editor? Are you a copywriter or content producer? Maybe you are simply curious about the origins of th...