Executive Summary // TL;DR GA4 is good, it is a step forward in web analytics from UA. Google is bias and doesn't always advise on what is best. Auditing, implementing and optimising GA4 as a...
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Google Ads Enhanced Conversions
Google Ad's Enhanced Conversions allows us to send hashed (encrypted) customer data to Google Ads when a purchase event or lead has been submitted (including email address, phone number and name)...
The Future of Analytics and the Cookie Apocalypse: Cookieless Tracking and Server Side Implementations
When GA4 had its beta debut in 2020 it introduced significant challenges hindering migration / updating to the platform. The cross-overs with Universal Analytics (GA3) were fairly loose. Namely:...
GA4: Considerations for Migration from UA
GA4 is the latest version of Google Analytics (GA) that combines data or 'data streams' from both apps (for example iOS and Android) and websites. Universal Analytics or GA3 is currently the most...
iOS 14+ Effects on Ecommerce Profitability and Declining Performance Trends
Privacy vs Tracking - Round 10: Fight The solution to iOS 14+ privacy settings is already available - server side tracking. Not widely adopted (extra costs for server and implementation), but I am...
How to Link Google Search Console to Google Analytics
Use Case Google Analytics tracks visitor activity on your domain, whereas Google Search Console tracks visitor activity (related to your domain) on google.com (search results pages). Linking Google...
How to Link Google Ads to Google Analytics
Use Case Import campaign traffic performance data into Google Ads, unlock the Google Ads reports in Google Analytics and create remarketing campaigns based on analytics data and Audience Segments....
Uncover Common Tracking Mistakes in Google Analytics
Use Case Audit your Google Analytics data to make sure it is accurate and trustworthy. Perform these checks to uncover common tracking implementations issues. Use tools like Screaming Frog or...
How to Build Segments in Google Analytics
Use Case Isolate subsets or ‘Segments’ of your overall data set for the purpose of analysis or creating Audiences for remarketing campaigns to create a high ROI remarketing campaign. Identify...
Granularity, Cardinality and Data Processing
How Useful is Your Data? This can probably be answered by assessing how much you can sort and filter the data. Data is essentially useless unless it is organised and accessible - (meaning filterable...
Session vs. User Based Tracking in Google Analytics
Not sure which is better to use for benchmark metrics - Sessions or Users? Trying to work out why Google Analytics is reporting different conversion data than another platform e.g. Shopify Analytics...
UTM Tracking Best Practices: Collect Campaign Data & Reduce Direct Traffic
Summary of Best Practices This is this is the essence of what you need to learn from this article: NEVER use campaign tracking for internal links from one page to another on your site. Use event...