Latest updates, guides, and insights about Google Analytics 4
A practical 4-phase walkthrough for auditing a GA4 property — what to prep, where to look first, how to document findings, and how to prioritize fixes.
GA4's three reporting identity modes change how unique users are counted across devices. Here's how Blended, Observed, and Device-only differ — and how to pick.
In 2024 Google renamed GA4 'conversions' to 'key events' — but the new name hides a real split between what GA4 measures and what Google Ads bids on. Here's the model, the audit, and the 4 mistakes to fix.
Most GA4 internal traffic filters silently fail because the IP definition is missing, the filter is still in Testing mode, or the team is on a VPN. Here's how to set it up correctly and prove it's working.
GA4's Enhanced Measurement flips on six auto-events with one click — but two of them are usually fine, two are usually wrong, and two need to be replaced with custom events. Here's how to audit each.
GA4 defaults user-level data retention to 2 months. Here's exactly what that breaks, what 14 months actually buys you, and the 30-second fix in the admin panel.
GA4 custom dimensions look simple — pick a scope, name it, save. But the wrong scope can wipe out a parameter from reporting, and silent quota limits cap you at 50/125. Here's the audit you need.
A 25-point GA4 audit checklist for 2026 covering configuration, tracking, conversions, consent, and attribution — with a quick test for each item.
GA4 cross-domain tracking depends on the _gl parameter surviving every hop. Here are the 6 places it silently disappears, and how to detect each in 5 minutes.