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.…
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…
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…
Tara asks, “It seems pretty quick and simple to set up GA4, but do I need to set up all of the different triggers in the Tag Manager separately? Or can I just set up one Tag with all of the triggers?” Google Analytics 4 relies much more heavily on Google Tag Manager than GA…
Summary In today's episode, I walk through how Google Tag Manager handles goals in Google Analytics 4 and explain why you cannot rely on a single tag to capture every trigger. Here's what this means for you. You walk away with a clear mental model of how tags, triggers, and variables work together so you…
Summary In today's episode, I walk through two methods for curating content to build your personal brand network and feed traffic between your website, newsletter, and social channels. Here's what this means for you. You pick up free automation workflows that cut social scheduling from daily drudgery to a weekly hour or two. You'll also…
Jakes asks, “With the switch to GA4 Source/Medium is becoming so much more important, can you recommend any resources that I can share with our advertising stakeholders to upscale them on the best use of of these parameters?” This is a question of power and process. First, you have to have the organizational power to…
Summary In today's episode, I walk through how to get stakeholders aligned on source and medium tracking in Google Analytics 4 by combining organizational authority with a simple shared process. Here's what this means for you. You'll replace chaotic channel groupings with a controlled tagging system that makes attribution actually trustworthy. You'll also learn these…
Reid asks, “are you saying that we should use properties in the same way we would use views in UA? And if so, does that mean a separate tag for each property in GTM?” To understand the layout of Google Analytics 4 and where stuff has or has not gone, we have to understand the…
Summary In today's episode, I break down how Google Analytics 4 completely restructures the Universal Analytics hierarchy and explains where all those familiar features like views, goals, and channels ended up. Here's what this means for you. You stop creating new properties for every internal team and instead leverage GA4's data streams and Google Data…
