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Notes on measuring what matters
Practical, opinionated writing on GA4, GTM, BigQuery, and building analytics you can trust.
The Complete Guide to Connecting GA4 to BigQuery (2026)
Link GA4 to BigQuery in about ten minutes, for free. The exact 2026 setup, real pricing ranges, the nested schema you'll actually query, export limits, and the mistakes that quietly cost teams data.
How Much Does a GA4 Audit Cost in 2026? (Real Pricing)
GA4 audits run $500–$5,000 in 2026. Here's what each tier actually buys, the specific checks a real auditor runs, what drives the price, and how to pick the right one without overpaying.
Google Consent Mode v2: The Complete Implementation Guide
Google Consent Mode v2 tells Google's tags whether a user consented to ads and analytics — and for EEA traffic it's effectively mandatory. A complete 2026 implementation guide: Basic vs Advanced mode, the default-to-update sequence, exact gtag and GTM code, server-side tagging, consent modeling, and how to validate it.
Server-Side Tracking: The Complete Guide (And When It Is Worth It)
Server-side tracking moves data collection off the browser and onto a server you control. Here is exactly how sGTM works in 2026, what it fixes and what it does not, the code that makes CAPI deduplication and Consent Mode correct, real costs, and a spend-based framework for deciding whether it is worth it.
Why Your Conversions Don't Match (And How to Fix Attribution)
GA4 says one number, your ad platform says another, and finance says a third. Here's why they disagree — and which one to trust.
GA4 vs Universal Analytics: Everything That Actually Changed
Universal Analytics and GA4 aren't two versions of one tool — they're different data models. Sessions vs. events, the vanished bounce rate, free BigQuery, the June 2026 consent change, and why your numbers dropped: every real difference, explained with working code.
GA4 Isn't UA: 5 Settings Everyone Gets Wrong
Migrating from Universal Analytics? These are the five GA4 settings that quietly break your reporting if you leave them on the defaults.
Measurement notes, by email
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