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.

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.

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.

How do you structure a GA4 property and data stream, what considerations do you have to watch out for, and what are the options?

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.

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 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!

Still struggling with Google Looker Studio breaking due to the GA4 Data API quota limits? We have tested some of the available solutions for you to help get around the issues and get a working dashboard up and running.

If you’re ready to make the leap to a server-side Google Tag Manager (sGTM) container, we developed the UPDATE framework to help you maximise your chances of a successful switch.

A reflection on the year gone by and how far we’ve come as a company and team. From taking over the north, growing the team, and an ever growing GA4 and sGTM appetite, this is the time to give ourselves a big pat on the back.