Measured opinions
The latest news and unfiltered views on the world of data, analytics and optimisation.
How to set up GA4’s custom insights and email alerts
What are custom insights? Sometimes the data available in Google Analytics 4 (GA4) can seem a bit overwhelming especially if…
How to create events in GA4 using the UI
Google Analytics 4 (GA4) now gives users the ability to create new events or modify existing events through the use…
What is a 'User' in GA4?
GA4 doesn’t track people, it tracks users. But users are the closest proxy we have to counting people, so we end up just using it anyway, but do you know what it means?
Using UTM parameters for tracking campaigns in GA4 (properly)
UTM parameters are essential to be able to measure your marketing links and campaigns effectively in GA4. In this guide, I show you what they are and how to use them properly. There's also a free Google Sheet to use yourself to manage the link building process.
What is Google Analytics 360 (GA360) for GA4?
Google Analytics 360 (GA360) is worth knowing about, especially if you’re using Google Analytics 4 (GA4) to report on a business that gets a lot of daily traffic; has multiple analytics projects dependent on the BigQuery extract; operates on a lot of different sites and/or apps or has a particularly large number of users all utilising the same GA4 Property.
How to use the real-time report in GA4
The real-time report in GA4 is not without its merits. Here's what it is, how it works and how to use it and all of it's features.
GA4 property and data stream setup best practices
How do you structure a GA4 property and data stream, what considerations do you have to watch out for, and what are the options?
How to filter and compare data in GA4's reports
GA4's default reports are fine, but we need to be able to filter, compare and manipulate the data to fit specific needs, here's how.
Understanding and using GA4’s default reports
The reports section in GA4 is where you will do your day-to-day reporting. Here's how each of the default reports can be used effectively.
How to modify events in GA4
How to use the event modification feature in Google Analytics 4 (GA4) to change details about the event without touching the implementation. No coding, no Google Tag Manager, no developers, all done from within the GA4 user interface!
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