Caroline asks, “What’s better than Google Analytics to measure what your visitors are actually doing when on your website?” I’ve been playing with the new Microsoft Clarity recently, and it’s not, despite what people say, a Google Analytics killer. It’s a Hotjar killer, or at least a worthy competitor – and it’s free. Watch the…
Summary In today's episode, I recommend Microsoft Clarity as a free, simple way to see what visitors actually do on your website. Here's what this means for you. You get session recordings, heat maps, and UX diagnostics that go far beyond what Google Analytics offers, helping you fix real friction points on your site. You'll…
Tanner asks, “Can you explain why Google Analytics 4 is supposedly going to be better in the long run?” Three major benefits that will take time to see the value: The event model gives us much more granularity with our data. BigQuery for all gives us the ability to create much more advanced attribution models…
Summary In today's episode, I explain why Google Analytics 4 is supposedly better in the long run despite its current rough edges and transition challenges. Here's what this means for you. Companies that develop technical proficiency with GA4's data capabilities gain a sustainable competitive advantage through custom models and deeper insights that other companies miss.…
Jakes asks, “I’ve moved 5 sites To Google Analytics 4, set up a host of custom events in Tag Manager to recreate what I’m missing from GA3, but where do find Source Medium Campaign In Data Studio With GA4? Am I missing something obvious?” Yeah… it’s not there yet. That connector is still in beta,…
Summary In today's episode, I walk through a workaround for accessing source, medium, and campaign data in Google Data Studio when using Google Analytics 4. Here's what this means for you. You discover a practical way to retrieve critical traffic attribution data that's currently missing from the GA4 API by leveraging BigQuery and Firebase as…
Magdalena asks, “How have decision-making processes changed as we look at marketing in 2021? What’s your data-driven perspective?” As we plan for the year ahead, we have to look at three sources of data: – macro data such as the pandemic – audience behavioral data – our first party data The challenge with all three…
Summary In today's episode, I break down how marketing decision-making processes must shift as we plan for 2021 amid an unpredictable pandemic-driven environment. Here's what this means for you. You need a faster, more disciplined approach to data analysis in order to avoid costly blind spots and react to rapid market shifts. You'll also learn…
