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Digital marketing tools

Practical guides to the tools I use every day: what they do, why you need them, what they integrate with and how to learn them.

Analytics

  • Analytics

    Google Analytics 4

    Event-based web and app analytics. Funnels, conversions and audiences.

  • Analytics

    Google Tag Manager

    Managing tracking tags and the dataLayer without code.

  • Analytics

    Matomo

    Open-source web analytics where you keep the data.

  • Analytics

    Yandex Metrika

    Free web analytics, Webvisor session recordings and heatmaps.

  • Analytics

    PostHog

    Product analytics, session recordings, feature flags and tests in one place.

Data and BI

  • Data and BI

    Google Data Studio

    A free dashboard tool. Shows GA4, ad and spreadsheet data in one place.

  • Data and BI

    Google BigQuery

    A serverless data warehouse. GA4 raw data and large-scale SQL analysis.

  • Data and BI

    Power BI

    Microsoft's BI platform. Corporate reporting and data models.

  • Data and BI

    Google Sheets

    Spreadsheets and simple reports

    Guide coming soon
  • Data and BI

    API

    Data connectors for ad and CRM platforms

    Guide coming soon

SEO

  • SEO

    Google Search Console

    Your site's visibility in Google Search, indexing and queries.

  • SEO

    Semrush

    An SEO and advertising platform for keywords, competitors and site audits.

  • SEO

    Ahrefs

    An SEO platform with a backlink database, keyword and competitor analysis.

  • SEO

    Screaming Frog

    A desktop crawler that crawls your site like Google. The basis of a technical SEO audit.

Advertising

  • Advertising

    Google Ads

    Search, YouTube, Display and Performance Max campaigns.

  • Advertising

    Google Display & Video 360

    The programmatic advertising tool (DSP) in Google Marketing Platform.

  • Advertising

    Google Meridian

    Google's open-source marketing mix model (MMM).

  • Advertising

    Meta Ads

    Facebook and Instagram ads, Pixel and Conversions API.

  • Advertising

    TikTok Ads

    Short-video campaigns, Spark Ads and a young audience.

  • Advertising

    AppsFlyer

    Mobile app attribution (MMP)

    Guide coming soon

CRO and testing

  • CRO and testing

    Microsoft Clarity

    Free heatmaps, session recordings and user behaviour analysis.

  • CRO and testing

    Hotjar

    Heatmaps, session recordings and on-site surveys.

  • CRO and testing

    GrowthBook

    An open-source feature flag and A/B testing platform.

Website and design

  • Website and design

    Webflow

    A visual site builder, CMS and hosting in one place.

  • Website and design

    WordPress

    The most widely used CMS. Blogs, corporate sites and e-commerce.

  • Website and design

    Figma

    Design, prototypes and design systems with your team in the browser.

  • Website and design

    Claude Design

    Design with Claude: screens, prototypes and visuals.

  • Website and design

    WeWeb

    A visual front-end builder. Web apps with Xano and Supabase.

E-mail

  • E-mail

    Tabular

    A visual e-mail template editor. Responsive HTML e-mails.

  • E-mail

    Mailchimp

    E-mail marketing, audience segments and automation.

  • E-mail

    SendPulse

    E-mail, SMS, web push and chatbots on one platform.

  • E-mail

    SendGrid

    An API and SMTP service for transactional e-mail.

Automation and AI

  • Automation and AI

    Google Apps Script

    Automation for Google Workspace with JavaScript.

  • Automation and AI

    Power Automate

    No-code workflow automation for Microsoft 365.

  • Automation and AI

    Claude Code

    Anthropic's agentic coding tool. Works directly in your codebase.

Backend

  • Backend

    GitHub

    Code hosting, version control, teamwork and CI/CD.

  • Backend

    Supabase

    An open-source backend on Postgres: auth, storage, API.

  • Backend

    Xano

    A no-code backend: database, API and business logic.

Let your team learn these tools

Practical corporate training on GA4, GTM and Data Studio.

View the training