Josh asks, “In GA4, how do we properly understand the paradigm shift when it comes to filters? In the past, we could provide access to data across numerous groups just by setting up a filtered and customized view for users – but that looks like it has all gone away in favor of data streams.”…
Summary In today's episode, I explain the paradigm shift in Google Analytics 4 around filters and reporting workflows. Here's what this means for you. You need to rethink how your team delivers insights because GA4 now treats analysis and visualization as separate functions, pushing more work onto analysts. You'll also learn these concepts: why GA4…
Michelle asks, “What one piece of marketing advice would you offer to brands as we head into the new year?” Get your analytics infrastructure in order. So many companies are in terrible condition, analytics-wise, and if you’re a mess, then you can’t make data-driven decisions. You want to be data-driven. You want to make decisions…
Summary In today's episode, I share one critical piece of marketing advice for brands entering a new year of disruption, focused on building rock-solid analytics infrastructure. Here's what this means for you. You gain a survival framework that lets you pivot your business in real time when markets, customer behavior, and conditions shift unexpectedly. You'll…
Oleksandyr asks, “What defines a trend versus a tactic or a strategy?” Mathematically speaking, the definition of a trend is a sustained change in a metric over a period of time that can be proven with a statistical test. In the context of this question, I assume we’re talking about usage of particular channel, tactic,…
Summary In today's episode, I break down the difference between a trend, a tactic, and a strategy while showing how statistical tests reveal real trends in marketing data. Here's what this means for you. You'll stop guessing which platforms and channels deserve your investment and start basing decisions on measurable sustained change. You'll also learn…
Jim asks, “We’ve actually gotten pushback internally for using GA because of data privacy. Ever come across this?” Plenty of times. There are situations in which Google Analytics would not meet regulatory requirements. Google Analytics is not HIPAA compliant; the only industry certification for security it possesses is ISO 27001. And while no PII/SPI/PHI is…
Summary In today's episode, I break down when Google Analytics does and doesn't meet data privacy and compliance standards for organizations handling sensitive information. Here's what this means for you. You'll understand the real reasons teams get internal pushback on using GA and how to audit your site to avoid accidentally leaking personally identifiable information…
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…
