Whitepapers

Download our latest whitepaper, 'Researching the Robot: A New Era for Market Research', which explores AI's potential benefits within the world of media research, specifically on engagement, response quality, and emotion.

Download our latest whitepaper, 'Level Up: the brand opportunity in gaming', which debunks common gaming myths and outlines how brands can power up their media strategy through gaming.

Google Analytics 4 (GA4) represents a fundamental shift from the Universal Analytics (UA) we know. Data collection, setup, and configuration are all different. The interface and reporting are very different. Due to these crucial differences, you cannot start tracking everything in GA4 and compare like for like.

Whilst there’s a lot that has been simplified in GA4 (interface, base setup, data model), the fact that it’s so different means that you should spend more time planning your migration and learning the platform. It might take you a year to collect enough meaningful and accurate data before being able to switch over. But the sooner you start, the sooner you’ll be able to reap the benefits of GA4.

Get our guide that explains the differences between key data in GA4 and UA. You will need some existing knowledge of Google’s analytics platform and an understanding of the terminology. Google is still rolling out updates to GA4 so this setup may change later on.

Tracking of channel performance has had a significant makeover in Google Analytics 4 (GA4). Whilst the new setup brings a more granular view of marketing channels and improved tracking capabilities, it is less flexible and requires stricter adherence. With Google taking a stricter approach to traffic categorisation in GA4, you’ll need to adjust your campaign tagging approach to see whether your traffic still sits within the correct channels.

Get our guide that summarises how to track campaigns in GA4, and how it differs from the campaign tracking we’re used to in Universal Analytics (UA). Google is still rolling out updates to GA4 so this setup may change later on.

Please download 'Streams Like Teen Spirit': a whitepaper that explores the impact of an emergent new generation – Gen Alpha – and their relationship with music and technology.

Please download 'A People First Response in a Crisis', our whitepaper on the Cost of Living crisis, which helps brands understand people's attitudes and behaviours towards today's challenges and how they can respond by demonstrating resilience, integrity and purpose.

Please download Project Comet: Measurement Journeys with Meta – our whitepaper co-written by the7stars and Meta, which helps brands understand how to create meaningful and actionable measurement journeys in the Meta ecosystem and beyond.

Please download Sustainable Now – our whitepaper co-written between the7stars and Global, which helps brands understand how they can play a role in turning consumers' climate change goals into reality.

Please download The Original Misunderstood Generation, our latest whitepaper that explores how stereotypes about baby boomers impacts this generation's lifestyles and what this means for the media industry.