Analytics & Tracking Blog
Expert guides on GTM, GA4, conversion tracking, server-side tagging, and data-driven marketing.
GA4 Thresholding and Data Sampling: Why Your Reports Hide Data
GA4 applies thresholding (hiding low user counts) and sampling (using data subsets) in some reports. Learn when this happens and how to work around it.
(not set) in GA4: What Causes It and How to Fix Each Case
(not set) appears in GA4 reports when a dimension has no value. Learn the most common causes — missing UTMs, unlinked properties, and cross-domain issues — and how to fix each.
GA4 Audiences: Building Segments That Power Your Remarketing
GA4 audiences power remarketing in Google Ads. Learn how to build high-intent audience segments — cart abandoners, page visitors, and engaged users — that improve ad performance.
How to Set Up GA4 Ecommerce Tracking: Complete Event Reference
GA4 ecommerce tracking requires specific event names and parameters. This complete reference covers every GA4 ecommerce event from view_item to purchase with required parameters.
GA4 Explorations: 8 Reports Worth Building Today
GA4 Explorations unlock analysis beyond the standard reports. Here are 8 exploration reports — funnel, path, cohort, and more — that provide real business insight.
Sessions in GA4 vs Universal Analytics: Why Your Numbers Changed
Switching from UA to GA4 changed your session count — and not because your traffic changed. Learn why GA4 counts sessions differently and how to make sense of the discrepancy.
GA4 Custom Dimensions and Metrics: Setup and Use Cases
GA4 custom dimensions let you capture business-specific data in your analytics. Learn how to set up event-scoped and user-scoped custom dimensions and what to use them for.
How to Filter Internal Traffic and Spam in GA4
Internal traffic from your office and developer testing inflates your GA4 data. This guide shows how to set up internal traffic filters and spam exclusions in GA4.
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.