Category
Google Analytics 4 for agencies
This category is about GA4 for agencies: setting up, auditing and fixing Google Analytics 4 across client properties. Posts cover GA4 audits, custom events and dimensions, ecommerce tracking, attribution models, audiences, explorations and the BigQuery export, plus fixes for unassigned traffic, self-referrals, thresholding and (not set) values, and GA4 numbers that disagree with Google Ads.
Posts in Google Analytics
June 21, 2026 · 4 min read
GA4 explorations: answering the questions standard reports can't
GA4 explorations answer the client questions standard reports can't. Free-form, funnel, path, and segment techniques, what to reuse per client, and the limits.
June 21, 2026 · 4 min read
GA4 ecommerce tracking done right: the purchase event that actually adds up
GA4 ecommerce tracking that adds up: numeric value, correct currency, unique transaction_id, populated items, and the refresh test that catches doubled revenue.
June 21, 2026 · 4 min read
GA4 says (not set), thresholded, or sampled: why your data looks incomplete
GA4 thresholding hides rows, (not set) means no value, sampling estimates from a subset. What causes each, how to fix it, and why BigQuery sees past all three.
June 21, 2026 · 4 min read
GA4 custom events and dimensions: capturing the data the defaults miss
Custom events are a three-step chain and most setups do two: fire the event with parameters, register them as custom dimensions, then use them in reports.
June 21, 2026 · 4 min read
GA4 audiences for agencies: build them once, use them everywhere
GA4 audiences turn tracking into targeting: remarketing lists in Google Ads, analysis segments, predictive groups — and the not-retroactive trap.
June 21, 2026 · 5 min read
GA4 attribution models for agencies: which to use and what they hide
GA4 attribution models: what data-driven and last-click each do, which to pick per client, and why missing touchpoints matter more than the model you choose.
June 21, 2026 · 4 min read
Cross-domain tracking in GA4: stop losing the source at the domain hop
Cross a domain the client owns and GA4 starts a new session with the wrong source. How to configure cross-domain, verify it, and the cases it won't fix.
June 20, 2026 · 6 min read
Why GA4 says 'Unassigned' — and how to get that traffic back
Unassigned traffic in GA4 is sessions that matched no channel rule or arrived with no source. The Explore report that tells you which, and the fix for each.
June 20, 2026 · 5 min read
GA4 self-referrals and rogue referral traffic: the fix
GA4 self-referrals put your own domain, Stripe, or Calendly in the Referral report and steal conversion credit. Fix it with cross-domain and unwanted referrals.
June 20, 2026 · 7 min read
GTM says "connected" but GA4 is empty: the usual causes
Tag Assistant says connected, Realtime shows nothing. The real reasons GA4 gets no data through GTM — in the order they actually happen — and how to check each.
June 20, 2026 · 6 min read
GA4 DebugView vs Realtime: which to trust when
GA4 DebugView vs Realtime: Realtime tells you data is arriving at all, DebugView tells you one event has the right parameters. Which to open, and when.
May 17, 2026 · 9 min read
GA4 + BigQuery export for agencies: the setup that survives ad-platform churn
GA4 BigQuery export gives agencies a stable analytical base platform UIs can't take away — what to export, how to query it, and the four pitfalls.
May 11, 2026 · 9 min read
The GA4 audit checklist agencies actually use
The 12-point GA4 audit that finds dead conversions, misclassified events, and missing cross-domain config — without breaking what works.
May 1, 2026 · 6 min read
GA4 conversions vs Google Ads conversions: what fires what (and why your numbers don't match)
Two conversion systems, two attribution models. The mental model that reconciles GA4 and Google Ads numbers — and what to check before debugging.