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Notes on measuring what matters
Practical, opinionated writing on GA4, GTM, BigQuery, and building analytics you can trust.
GA4 Enhanced Ecommerce Events: Which Ones Actually Matter
GA4 offers more than a dozen ecommerce events, but most stores only need a handful configured correctly. Here's which ones drive real decisions — and which are noise.
GA4 Data Loss: How Ad Blockers & iOS Hide Real Revenue
Ad blockers and iOS privacy features silently erase a meaningful share of GA4 ecommerce data — here's how to quantify the gap and what actually recovers it.
The GA4 Purchase Event: Correct Implementation & Common Errors
GA4 purchase event implementation determines whether your revenue reporting is trustworthy. Here's how to build it correctly and the mistakes that quietly corrupt your data.
The Complete GA4 Ecommerce Accuracy Checklist
A step-by-step audit for GA4 ecommerce tracking accuracy — the checks to run before you make ROAS decisions on flawed data.
GA4 BigQuery Export: What It Unlocks and How to Set It Up Right
A correct GA4 BigQuery export gives you raw, unsampled event data for custom analysis — but one wrong setting can cost you or silently duplicate data.
Consent Mode v2: What It Actually Changes About Your GA4 Data
Consent Mode v2 doesn't just toggle tags on and off — it changes how GA4 models conversions and users when consent is denied. Here's what actually shifts in your reports.
Why GA4 Shows Different Revenue Than Shopify
GA4 and Shopify almost never report the same revenue — here's exactly why the gap exists, how big it should be, and which number to trust for which decision.
Is GA4 Double-Counting Your Conversions? Here's How to Check
GA4 double counting conversions inflates results and misleads budget decisions. Here's how to spot it, why it happens, and how to fix it in under an hour.
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