Bottom line: Flow diagrams were useless to me for years because the tools drew every path and explained none of them. Shape the paths in BigQuery first, color each flow by whether it ends in a purchase, and add a channel filter, and the same diagram becomes one of the most useful views of a website I have. This post walks through all of it, queries and code included, using Google's public GA4 sample data. more...
GA4 vs. Universal Analytics: A Practical Comparison for Professional Analysts If you’re a practitioner who spent years working in Universal Analytics (UA), the last couple of years have been a significant adjustment. You aren't an occasional user; you're a professional who builds and manages analy... more...
The Big Picture: Why Did Google Move to GA4 and What Does It Mean for Your Data Strategy? Let’s be honest. If you spent the last decade mastering Universal Analytics (UA), the forced switch to Google Analytics 4 (GA4) probably felt less like an exciting upgrade and more like a frustrating, ground-... more...
Analyzing Content Performance with Google Analytics and Python Content performance analysis has always been a complex challenge for digital marketers and website owners. Over the years, I've experimented with various approaches—from combining entrance metrics across different mediums to calculatin... more...
Google Analytics 4 (GA4) has a secret superpower that many marketers might not be aware of: BigQuery integration. This powerful combination can revolutionize your digital marketing efforts, providing insights that were previously difficult or impossible to obtain. Let's dive into what BigQuery can d... more...