GA4
11 articles in this category.
GA4 + Shopify: the setup guide that Shopify's docs should have been
Shopify's built-in GA4 integration misses half the ecommerce events. Here's how to set it up properly with GTM.
GA4 predictive audiences: how to build and activate 'likely to purchase' segments
GA4 can predict which users are likely to buy or churn. Most properties don't use this. Here's how to set it up and connect it to Google Ads.
How to track AI-referred traffic in GA4 (ChatGPT, Perplexity, and others)
AI tools are sending traffic to your site and GA4 is probably classifying it wrong. Here's how to identify, track, and report on AI referrals.
GA4 + AI in 2026: Gemini insights, predictive metrics, and what actually works
Google added AI everywhere in GA4. Some of it is useful. Most of it isn't. Here's what's worth your time and what to ignore.
What we learned migrating 50+ properties from UA to GA4
Universal Analytics is dead. But the lessons from migration are still relevant. Here are the patterns that worked and the mistakes we kept making.
Stop tracking everything: a sane GA4 event strategy
More events don't mean better data. Most GA4 properties are drowning in events nobody looks at. Here's how to build an event strategy that actually informs decisions.
Cross-domain tracking in GA4: why it breaks and how to fix it
Every time a user crosses between your domains, there's a 50/50 chance GA4 loses them. Here's how to set it up so it actually works.
GA4 ecommerce tracking: the setup guide nobody gave you
GA4 ecommerce events look simple in the docs. In practice, most implementations are missing half the data. Here's how to do it properly.
10 GA4 audiences you should be using (but probably aren't)
GA4 audiences are one of the most powerful and most ignored features. Here are 10 that actually drive revenue when connected to Google Ads.
The analytics audit checklist I use on every new client
The exact 30-point checklist I run through before touching anything. Takes 2 hours. Saves weeks of guessing.
Your GA4 migration is probably broken (and here's how to tell)
Most GA4 setups I audit are missing 40-60% of the events they think they're tracking. Here's what goes wrong and how to check yours in 10 minutes.