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Articles on Google Analytics

Every article filed under Google Analytics, newest first. The rest of the archive is one chip away.

14 posts 2020–2025 latest 21 Feb 2025

Fig. 1 — Posts by month in Google Analytics. It follows the search below.

The index

Every post in this category, newest first. Pick another category, or search the titles and excerpts.

14 posts

2025 1 post

  1. Why Facebook & Google Ads Over-report (And What to Do About It)

    This is the digital marketer’s paradox: we are drowning in data, yet starved for a single, simple truth. In this article, we’re going to unravel this knot. We’ll dive deep into the murky waters of attribution models, explore the technical quirks that cause these discrepancies, and, most importantly, give you a practical framework for using these conflicting reports to build a stronger, more profitable marketing strategy.

    Google Analytics

2024 1 post

  1. Are You Really Tracking That? The Art of Construct Validity for CRO

    Imagine a seasoned explorer, compass in hand, venturing into uncharted territory, only to find their compass miscalibrated. This metaphor captures the essence of construct validity in Conversion Rate Optimisation (CRO) and User Experience (UX) testing. Are we truly measuring what we think we’re measuring? As we dive into the intricacies of operationalising abstract constructs like “trust” and “user engagement,” we uncover the potential pitfalls of proxy metrics and the importance of integrating qualitative insights. Join us on this journey to ensure our CRO efforts not only convert but resonate with users, fostering genuine loyalty and lasting value.

    Google Analytics

2023 7 posts

  1. Just a Byte: Google Analytics 4 and Data Sampling

    if you’ve got a website, odds are you’re started using GA4 to keep tabs on traffic, engagement, and all the fun stuff that GA4 lets you track. But have you ever heard of data sampling in GA4? Trust me, this is one topic you can’t afford to ignore. So, sit tight because we’re about to uncover everything you need to know about data sampling in GA4, no fluff involved.

    Google AnalyticsA surreal painting depicting robotic figures with camera-like heads overseeing a cityscape filled with tiny digital icons, symbolizing data surveillance and control.
  2. What the Heck is “Unassigned” Traffic in Google Analytics 4?

    Ah, Google Analytics 4 (GA4). It’s the ever-changing, always evolving beast that we hate to love and we love to hate (sometimes, anyway). GA4 is nothing short of a digital analytics powerhouse that allows you to dig deep into user behavior, campaign performance, and so much more. But let’s face it, it’s not all rainbows and unicorns. Every once in a while, we run into issues that make us scratch our heads with things like thresholding, that pesky data sampling, and data loss though retention issues. Top on that list? The infamous “unassigned” traffic category. Man, it’s like that itch you just can’t seem to reach.

    Google AnalyticsA crowd of smooth, oblong figures with single cyclopean eyes stands uniformly, representing a collective data set. Among them, a single vibrant red figure with distinct features stands out, symbolizing the enigmatic nature of "unassigned" traffic in Google Analytics 4 and the effort to identify its source.
  3. Thresholding in Google Analytics 4: What, Why, and How to Deal with It

    Alright, so you’ve just opened up Google Analytics 4, and you’re ready to sift through the treasure trove of data. You’re excited, maybe even have your morning coffee in hand, and then bam! You spot an orange exclamation mark warning that says “Thresholding applied.” Instant mood killer, right? You might be asking yourself, what is this thing and why is it messing up my meticulously gathered data?

    Google AnalyticsA stylized painting of a man in a suit being adjusted by two humanoid robots. One robot adjusts his tie, while the other fixes his lapel, showcasing a blend of human and AI collaboration in a formal setting.
  4. Mastering Google Analytics 4 Data Retention

    Greetings, data enthusiasts and business strategists! Today, we’re diving headfirst into a topic that’s often overshadowed but is absolutely pivotal—Google Analytics 4 (GA4) data retention settings. You might be tempted to skim over this, but let me assure you, this is the cornerstone of your long-term analytics strategy. After all, nobody wants to be left in a position where you are missing critical data right when you need it most. Here’s the quick rundown for those who like to get straight to the point: The default data retention period in GA4 is a scant 2 months. That’s like having a sports car and never taking it out of first gear. You risk losing a wealth of historical data that could be your competitive edge. But fear not; you can extend that to 14 months. And for those who like to go above and beyond, there are even more advanced options like BigQuery and “Reset user data on new activity.”

    Google AnalyticsA figure struggles to control a powerful burst of data symbols streaming out of an intricately designed box. The glowing energy symbolizes the challenge and complexity of managing and mastering data retention policies in Google Analytics 4.
  5. Get Your Data Out of Universal Analytics Before It’s Too Late!

    If you’ve been using Google’s Universal Analytics for tracking your site traffic and user behavior, you’ve probably heard the news by now: Universal Analytics will stop collecting new data on the July 1, 2023, and will be completely shut down a year later (July 1, 2024). That’s right, time to say goodbye to that old friend and start packing your data bags.

    Google AnalyticsA man waves goodbye as a towering inferno of documents burns, symbolizing the end of Universal Analytics data.
  6. Unmasking Bot Traffic: A Comprehensive Guide to Google Analytics 4

    Welcome back, data warriors! So, you’ve been eyeballing your Google Analytics 4 (GA4) dashboard, feeling pretty chuffed about those user engagement numbers, huh? Hold up a second. Did you account for the bots? Yes, those sneaky, invisible bots that roam the digital landscape and, guess what, mess with your metrics. But hold your horses; not all bots are the villainous creatures we make them out to be.

    Google AnalyticsA chaotic and intricate illustration showing a dense pile of small, quirky robots with a variety of eyes, gears, and mechanical parts interwoven. This artwork vividly represents the overwhelming nature of bot traffic and the challenge of identifying it within digital ecosystems, as explored in the context of Google Analytics 4.
  7. GA4: What To Know Before The Deadline Arrives.

    For pretty much everyone on the planet, 2020 was a year unlike any other, from the craziness of the US election, through to the changes to our routines that the early days of the COVID-19 pandemic imposed on us. And for the web analytics and marketing community, there was another significant disruption: the launch of Google Analytics 4 (GA4).

    Google Analytics

2022 3 posts

  1. Is Google Analytics GDPR Compliant?

    It is very difficult for an organisation to completely insulate the end-user from being exposed to some degree of extraterritorial data transfer. This means that, even with the strongest safeguards in place, EU citizens’ data may be exposed to US surveillance. Google Analytics 4 has added changes to privacy settings, but still collects the same or similar data as Universal Analytics.

    Google Analytics
  2. Navigating the Maze of Cross-Domain Tracking in Google Analytics 4

    Well, hello there, fellow data lovers and trackers! Welcome to the wonderful, sometimes confusing, but ultimately rewarding universe of cross-domain tracking in Google Analytics 4, or GA4 if you want to sound like you’re in the know. Now, if you’ve been spending sleepless nights trying to make sense of your data, pulling your hair out because the user journey on your analytics dashboard looks like a scattered jigsaw puzzle—hold onto your seats! Cross-domain tracking is basically the superhero you didn’t know you needed.

    Google AnalyticsA lone figure stands before a towering, monolithic door emitting radiant light, set against a dreamlike landscape of swirling clouds and distant, surreal cities. The scene evokes mystery and exploration.
  3. Harnessing the Power of the Google Analytics Spreadsheet Add-on

    Imagine having the immense power of the Google Analytics API at your fingertips, but with the added flexibility and ease of use that comes with Google Spreadsheets. That’s precisely what the Google Analytics Spreadsheet add-on brings to the table. The Google Analytics Spreadsheet Add-on is a tool that allows you to access, visualize, and analyze your Google Analytics data directly from Google Sheets.

    Google AnalyticsRobotic boats gathering data from a sea of floating figures, symbolizing mass data extraction and analysis.

2021 1 post

  1. The Art of Attribution: Which One to Choose?

    Indulge me, for a moment, and imagine you’re on an intriguing quest to brew the perfect cup of tea. Now, it’s not just about the final soothing sip, but the entire journey that takes you there – selecting the right tea leaves, setting the perfect water temperature, ensuring the optimal steeping time, and more. Each step contributes significantly to your ultimate tea experience. Surprisingly enough, a similar journey takes place in the realm of digital marketing through a process called Attribution Modeling. Much like brewing tea, where you can’t merely attribute the taste to the type of leaves or the temperature alone, in digital marketing, it is often tricky to pinpoint which initiative was responsible for a customer’s conversion.

    Google AnalyticsA surreal depiction of abstract human figures amidst a flurry of symbols and numbers, representing the complexities of choosing the right attribution model.

2020 1 post

  1. Mastering UTM Tags: Unlocking the Real Magic

    Welcome to the vibrant world of UTM tags in our dive into the fascinating universe of UTM tags—your new best friend (don’t tell your dog!) for slicing through the digital marketing fog. If you’re spinning up content, launching campaigns, or just want to geek out on user tracking and personalisation, getting a grip on UTM tags is like unlocking a cheat-code to unlock maximum capability. With that, let’s crack into what UTM tags are, scoop up their benefits, and master using them across your platforms. We’ll even cover a few advanced hacks to get a little bit of that sweet cross-platform audience unification action happening.

    Google AnalyticsA highly detailed, allegorical artwork featuring two grand towers symbolizing UTM tagging in digital marketing. The left tower represents structured, well-managed tagging, adorned with clear symbols and productive collaboration, while the right tower depicts chaotic mismanagement, with fire and confusion engulfing it. Between the towers lies a river flowing through a lush landscape, representing the potential for clarity and successful tracking when UTM tagging is correctly implemented. The scene is bustling with activity, showing scholars, marketers, and creatives either benefiting from structured UTM usage or struggling with its absence.