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…
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…
Brian asks, “When should a company really consider shifting over to Google Analytics 4?” Interestingly, reports from Reddit say people setting up new properties are not given an option for GA 3 (aka Universal Analytics, it is available as an ‘advanced’ option) so we’re already seeing Google pushing hard for GA 4 adoption. You should…
Summary In today's episode, I walk through exactly when and how your company should make the leap to Google Analytics 4. Here's what this means for you. You get a practical migration framework built around parallel deployment, governance readiness, and stakeholder reporting continuity rather than a single switchover date. You'll also learn these concepts: why…
Ivelina asks, “I can’t find anything in the new GA4. So what if you are not that good at reading raw data?” You’re not alone. Many, many people are having trouble, and it’s because of the change in mindset about how Google Analytics 4 collects data. When you compare the two side by side, GA4…
Summary In today's episode, I explain why Google Analytics 4 feels so different from the old version and what that shift means for your workflow. Here's what this means for you. You'll learn to think of GA4 as an analysis engine rather than a reporting tool, which changes where you build your dashboards. You'll also…
Tristan asks, “How are you getting on with the new Google Analytics 4 interface and data collection?” Google Analytics 4 represents a sea change in how Google thinks of its marketing platform. Instead of an all-in-one application, it’s now part of a suite of 3 major pieces that every marketer will need to consider. Google…
