Explainers
Clear and simple guides that break down Google Analytics 4, BigQuery, and digital analytics concepts. Perfect for beginners and pros who want quick, practical explanations.
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Google Analytics 4 (ga4) versus Universal Analytics: Complete Comparison Guide
Introduction If you’ve used Google Analytics for your website, chances are you’re familiar with Universal Analytics (UA) — the long-standing version that most marketers and analysts grew up on. But now, Google Analytics 4 (GA4) has taken center stage, and it’s not just a redesign — it’s a whole new way of thinking about analytics.…
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What Is traffic_source.medium in GA4 BigQuery?
Introduction If you’ve started analyzing GA4 data in BigQuery, you’ve likely come across the field: It looks simple at first. However, in the context of Consent Mode, user stitching, and multi-touch attribution, its meaning and behavior deserve a deeper look. In this post, I’ll break down: Let’s get into it. What Is traffic_source.medium? In GA4…
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Understanding Sessions in Google Analytics 4 (GA4): A Deep Dive
Introduction In web and app analytics, sessions are the foundation of most user-level metrics. However, GA4 fundamentally redefines sessions compared to Universal Analytics (UA). Where UA relied heavily on time-based rules, cookies, and pageview hits, GA4 is event-driven, focusing on user engagement and cross-device tracking. Understanding GA4 sessions is critical to correctly interpreting metrics like Active Users, Engagement Rate, Conversions, and…
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Mastering GA4 Users: Metrics, Identity, and BigQuery Analysis
GA4 completely changed how we think about website and app users. Instead of just counting every visitor like Universal Analytics (UA) did, it focuses on real engagement. To truly master GA4, you have to go beyond the basics and understand how it defines, measures, and reports on users, especially when you dive into the raw…
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Demystifying GA4’s Event-Scoped vs Session-Scoped Metrics in BigQuery
One of the biggest shifts from Universal Analytics to GA4 is the way data is structured around events and scopes. Whether you’re analyzing campaigns, funnels, or user behavior, understanding the difference between event-scoped, session-scoped, and user-scoped metrics is critical. In this post, we’ll use BigQuery SQL to show how scope affects your numbers — with…
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How to Query GA4 Ecommerce Events in BigQuery to Analyze Your Checkout Funnel
Understanding your e-commerce checkout funnel is key to improving conversions and sales. Google Analytics 4 (GA4) exports detailed event-level data to BigQuery. This lets you slice and dice every user interaction in your funnel. These interactions range from product views to purchases. In this post, I’ll walk you through the GA4 e-commerce event schema in…
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Types of Users in GA4: Definitions & Key Considerations
Google Analytics 4 (GA4) offers a more flexible and event-based model than Universal Analytics, but it can be confusing when it comes to understanding user types. Here’s a breakdown of the main user types GA4 tracks, what they mean, and what you should consider when analyzing them. 1. Total Users 2. New Users 3. Returning…
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Understanding GA4 Attribution in BigQuery
Google Analytics 4 (GA4) BigQuery exports include a wide range of traffic source attribution fields. This variety can feel overwhelming when you’re first trying to understand and calculate attribution. You might envision it in a specific way. In this guide, I’ve outlined the key concepts and steps I’ve gathered so far in navigating GA4 attribution.…