Analytics & Tracking Blog
Expert guides on GTM, GA4, conversion tracking, server-side tagging, and data-driven marketing.
GA4 Data Retention Settings: Why the Default Costs You 12 Months of Data
GA4's default 2-month data retention deletes your Explorations event data after 60 days. Learn how to change it to 14 months before you lose historical data permanently.
Understanding GA4 Attribution Models and Reporting Windows
GA4 offers multiple attribution models that change how credit is assigned to channels. Learn how data-driven, last click, and first click models work — and which to use.
GA4 Audit Guide: How to Verify Your Data Is Actually Accurate
Most GA4 properties have data quality issues that go unnoticed for months. This audit guide shows you how to verify your GA4 data is collecting, processing, and reporting accurately.
How to Set Up Key Events (Conversions) in GA4 the Right Way
Setting up GA4 key events (formerly conversions) correctly affects Smart Bidding and attribution. Learn the right approach to marking events, importing to Google Ads, and avoiding double-counting.
GA4 Events Explained: Automatic, Enhanced Measurement, Recommended, and Custom
GA4 has four types of events with different collection methods and use cases. This guide explains each type and when to use custom events vs enhanced measurement.
GA4 Setup Checklist: 20 Settings Most Businesses Get Wrong
A practical GA4 setup checklist covering the 20 most commonly misconfigured settings — from data retention to internal traffic filters and conversion events.