Moving Beyond Basic Conversion Tracking - Engineering Signals for Sustainable Marketing Advantage
“What signals are you actually using to optimize your marketing campaigns?” This is the question I’ve started asking clients after witnessing many ...
Posts tagged "ga4"
13 posts
MCP Servers in Digital Analytics - Levelling Up Your LLM Game
This article is a write-up of my talk at MeasureCamp Copenhagen 2025 - thanks to everyone who attended the session and provided feedback. It’s b...
Server-Side Data Enrichment for GA4
The data in the digital analytics tool of your choice alone tells only part of your business’ story. That is because actual information isn’t just ...
Who are my website users? And if so how many? - User IDs in GA4
Google Analytics 4 (GA4) can unify your users’ journeys using various methods, like User ID, Device ID, and Modeling. These methods allow GA4 to cr...
Ensuring Data Quality for GA4 at Scale with Google Cloud Platform
Disclaimer: This post of mine was first published on IIH Nordic’s website and has been slightly modified here. Head over there to read it in its...
Mapping GA4 Conversions in BigQuery for Comprehensive Dashboarding
Recently, I found myself in a situation where I needed to use Google Analytics (GA4) conversions in BigQuery (BQ) for a dashboarding project. The d...
Consent Mode v2 - A Comprehensive Technical Guide
In fall 2023, the EU has deemed Google as a gatekeeper in the digital space under the Digital Markets Act (DMA), placing it under heightened legal ...
GA4 Client-Side Data Redaction - How to remove PII from your data before you collect it
In my recent article, I explored the potential of GA4 as a core component in crafting a lightweight Composable CDP. One of the capabilities for a C...
GA4 - The CDP You Didn't Know You Had
This article is a write-up of my talk at MeasureCamp Czechia in Prague in September 2023 - thanks to everyone who attended the session and provided...
GA4 Time Travel - Bridging UTC and Local Timezones
Navigating the intricacies of data in GA4’s raw-data has its own hurdles. A good example is the event_timestamp which is logged in microseconds and...
Debugging Google Analytics Tracking for Mobile Apps - A Guide for Beginners
Are you a digital analyst looking to implement and debug Google Analytics tracking via Firebase for your mobile iOS apps and have no clue where to ...
How to replicate the GA4 Path Exploration report with BigQuery SQL?
The New Google Analytics (GA4) comes with a new Exploration feature, which allows GA users to deep-dive into their data — beyond the capabilities o...
GTM Server-Side Tagging – Better Data & More Control
Over the last many months we have been running a series of beta tests and projects for a group of selected clients to get both practical experience...