Summary In today's episode, I answer a question about what kinds of predictive analytics modeling live inside Google Analytics and why most of it happens behind the scenes. Here's what this means for you. You'll find out that GA4 exposes very little built-in forecasting to end users, so you need to pull data through the…
Kaylee asks, “What are the biggest mistakes you see people making with Google Analytics 4?” Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download the MP3 audio here. Machine-Generated Transcript What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for watching the video.…
Summary In today's episode, I walk through the biggest mistakes people make with Google Analytics 4 and explain how it differs from Universal Analytics. Here's what this means for you. You walk away knowing exactly why GA4 shifts from a one-stop shop to a best-of-breed toolchain, so you can decide whether to commit to it…
Erika asks, “What are some good goals for B2B businesses to set up in Google Analytics 4?” Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download the MP3 audio here. Machine-Generated Transcript What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for watching…
Summary In today's episode, I walk through how to set meaningful Google Analytics goals for B2B businesses that have long, complex sales cycles. Here's what this means for you. You learn to focus on touchpoints inside the 90-day attribution window so your data actually predicts qualified leads. You'll also learn these concepts: how to track…
Andrew asks, “What impact will GA4 have on attribution analysis – specifically in relation to PR’s role in attribution models.” Take my Google Analytics 4 course here. Can’t see anything? Watch it on YouTube here. Listen to the audio here: Download the MP3 audio here. Machine-Generated Transcript What follows is an AI-generated transcript. The transcript…
Summary In today's episode, I explore how Google Analytics 4 handles attribution analysis and what it means for measuring public relations impact. Here's what this means for you. You gain a clear understanding of why traditional analytics undervalues PR and how to fix that measurement gap. You'll also learn these concepts: how GA4's data-driven model…
Summary In today's episode, I walk through UTM governance in Google Analytics 4 and explain why clean tagging matters more than ever under the new system. Here's what this means for you. You gain a clear framework for keeping your marketing attribution accurate in a platform that removed customizable channel groupings. You'll also learn these…
Andy asks, “I received a request yesterday for a report that “maps the correlation between the % of new and returning visitors onsite and the number of conversions, by day”. My first thought was to go into GA and create a couple of different views showing new/returning visitors and conversions. What do you think?” Can’t…
Summary In today's episode, I break down how to properly run a correlation analysis between new and returning visitors and conversions using Google Analytics data. Here's what this means for you. You'll stop chasing statistical rabbit holes by asking the right "so what?" question before diving into any analysis, ensuring your work drives real business…
