Plenty has been said and written about Google Analytics 4 (GA4), but one overlooked message is one about expectations. Marketers used to the legacy Google Analytics Universal platform for most of the ...

The highest hurdle for most businesses in adopting GA4 will be adapting to the new model and becoming familiarized with the “cookie-less” future. With Universal Analytics (UA) in its final year of ...

BigQuery is one of the most underutilized tools in PPC. While data professionals have been leveraging data warehousing and Structured Query Language (SQL) for years, many PPC specialists still rely on ...

Congratulations! You put in the work, rallied your engineers, and successfully migrated from Universal Analytics to Google Analytics 4 (GA4). Now what? How do you pull the data you need to make ...