AI search visits are hiding in your GA4 reports. A dedicated AI channel can reveal its impact on discovery, engagement and conversions — and help optimize for it. Dan Taylor on August 6, 2025 AI is changing how people discover and navigate websites. Visitors arrive from chatbots, generative answer boxes and virtual assistants instead … Continue reading Why it’s time to treat AI referrals as their own channel in GA4
Finally, annotations return to Google Analytics. Use them to capture business context, align teams and speed up your analysis. Dan Taylor on July 11, 2025 After waves of user requests, annotations are finally back in Google Analytics and GA4’s version is more useful than ever. Whether you manage analytics for a brand, agency or … Continue reading How to use GA4 annotations to add context and clarity to your analytics
Google Analytics 4 is evolving beyond web analytics into an AI-powered tool for measuring the entire customer journey and improving data quality. Constantine von Hoffman on July 7, 2025 Google Analytics 4 (GA4) made a lot of headlines when it replaced Universal Analytics two years ago. Marketers, upset about losing a familiar tool, moaned … Continue reading What’s new and what’s next in GA4
Google Analytics 4 events let you zoom in on the actions that move the needle for your business. Here’s how. Dan Taylor on April 4, 2025 Compared to Universal Analytics (UA), Google Analytics 4 (GA4) offers a more flexible, event-focused approach to tracking user behavior and greater granularity. Events can be compared to individual … Continue reading How to use GA4 events to track and measure your KPIs
Why Many Experts Hate Google Tag Manager (But Should They?) Victor Gonzalez Feb 6, 2025 Google Tag Manager (GTM) is supposed to make life easier. It promises a world where marketers and developers can manage tracking codes effortlessly, without constantly tweaking website code. Yet, despite its convenience, many experts hate GTM. Why? … Continue reading Why Many Experts Hate Google Tag Manager (But Should They?)
GA4 sessions work differently than in Universal Analytics. Learn the key differences and how session tracking affects attribution. Dan Taylor on March 7, 2025 Understanding how Google Analytics 4 (GA4) tracks sessions is key to making sense of your website data. GA4 tracks sessions differently than Universal Analytics, affecting your reports and insights. Let’s explore … Continue reading How to understand sessions in GA4
Optimize your GA4 data by tackling unassigned traffic. Learn the causes, solutions and actionable steps to improve traffic attribution. Dan Taylor on February 4, 2025 Unassigned traffic in Google Analytics 4 (GA4) can leave marketers scratching their heads, wondering where these visits are coming from. Here’s why it happens and how you can resolve … Continue reading How to resolve unassigned traffic in GA4
Learn how to build three reports in GA4 that will bring your customers’ frustrations to light. Mike Pastore on January 2, 2025 Feel like your marketing team is drowning in analytics reports? You’re not alone. Data surrounds today’s marketers, making it difficult to understand how to connect business problems to the data that offers … Continue reading 3 reports in GA4 that use analytics to eliminate customer friction
You can now compare your performance across key metrics with industry peers, providing crucial context for strategic decision-making. Anu Adegbola on September 3, 2024 Google rolled out a significant update to Google Analytics 4 (GA4), allowing users to compare their performance with other businesses in their industry. Why we care: This new feature will provide valuable context … Continue reading Google Analytics 4 introduces benchmarking data
Now that Universal Analytics has ridden into the sunset, we talk to the Google exec about what’s coming for GA4. Anu Adegbola on July 5, 2024 As we bid Google Universal Analytics (UA) its final adieu, we caught up with Product Director of Google Analytics, Steve Ganem, about its successor — Google Analytics 4 (GA4). … Continue reading Steve Ganem, Product Director of Google Analytics, on what’s ahead for GA4
