As a meta point, it's really nice to see such a well-written, well-researched article that is obviously used as a form of lead generation for the company, and yet no in your face "call to actions" which try to stop you reading the article you came for and get out your wallet instead.
[1] recently read an SEO post on okta's site. who can read that garbage?
[2] only GA ... which isn't a 3rd-party tracker.