It’s finally happening. Google has announced the sunsetting of Universal Analytics, or more specifically, the date when UA will stop…

In BigQuery, the Google Analytics 4 schema is completely different to the (Universal) Google Analytics 360 schema. This tree map is a simple interactive way to explore the new schema for new and old GA/BigQuery users alike.

How will Google’s machine learning conversion modelling and other models change analytics? Is this the end of real data?

To perform advanced data analysis, you need a powerful data warehouse like BigQuery. Here’s how to extract Google Ads data using the BigQuery Data Transfer Service.

It’s an uncomfortable truth for Analytics specialists: GA is not always the answer. Google Analytics' limitations mean it won’t always be the right solution for you.

In Universal Analytics, you can build a user-level or session-level segment. Here’s a nifty little hack to force a hit-level condition to get the data that you want.

Whether GA4 is the ‘new and improved’ version of Universal Analytics remains to be seen. There are some GA4 features and functionality we’d like to see in 2022.

Keeping up with the analytics industry is a daunting task. This list is a good starting point for anyone wanting to get caught up - or stay one step ahead.

BigQuery cost optimisation tips to reduce the number of bytes processed and the cost of running queries.

How do you measure up when it comes to analytics maturity? Forget all those finicky frameworks. If you're displaying one of these nine signs then chances are, you're on the right track.