Stop trusting broken analytics. Get precise GA4 and BigQuery techniques for accurate session tracking, multi-touch attribution, and campaign ROI.
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Google Analytics 4 & much more!
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Google Analytics 4 (ga4) versus Universal Analytics: Complete Comparison Guide
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2–3 minutesIf 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…
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Fix Broken Campaign Tracking in SFMC — 100% Campaign Attribution Toolkit
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14–21 minuteswhy attribution fails? If Your UTM Tagging Is Inconsistent, Your Campaign Data Is Useless Most marketing teams think their tracking is working. It’s not. Here’s what’s actually happening behind the scenes: Why? Because your UTM…
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What Is traffic_source.medium in GA4 BigQuery?
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2–3 minutesIntroduction 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…
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Understanding Sessions in Google Analytics 4 (GA4): A Deep Dive
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3–4 minutesIn 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…
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6 BigQuery SQL Tips That Power GA4 Session Stitching & Attribution
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2–3 minutesIntroduction Analyzing GA4 data in BigQuery can be incredibly powerful — but it’s easy to end up with slow, expensive queries as your logic grows. After writing complex GA4 SQL for things like session stitching…
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Cross-Device Session Stitching and Multi-Touch Attribution in GA4 Using BigQuery
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2–4 minutesIn today’s multi-device world, users often start a journey on mobile, continue on desktop, and convert on a tablet. GA4 UI can deduplicate users but splits sessions across devices, making session counts and marketing attribution…
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How to Reconstruct Accurate Sessions in BigQuery: Session Stitching in GA4
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2–3 minutesSession counts in GA4 often don’t match what you see in BigQuery exports. This is because GA4 constructs sessions using rules like inactivity timeouts, traffic source changes, and midnight splits. For analysts and marketers, this…
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Attribution Modeling in Google Analytics 4 using Big Query Data: Last Click vs Data-Driven in GA4
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2–3 minutesMarketers often ask the big question: “Which channel really drives conversions?”With GA4 and BigQuery, you can move beyond guesswork and analyze attribution models directly in your data warehouse. In this post, we’ll show how to…
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What is a session in GA4?: A Deep Dive
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Read time:
3–4 minutesIn 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…
