Category: PPC trends

Cross-domain and subdomain measurement: avoiding broken sessions

When the customer journey passes through several domains or subdomains (the shop, the payment, the blog, a customer area), badly configured measurement…

Consent and GA4: what changes in the data when people refuse

When a visitor refuses consent, GA4 stops collecting part of the data, and reports show less traffic and conversions than reality. Understanding what…

GA4 and AI: automated insights, natural-language questions and limits

GA4 includes AI-assisted features: automatic insights, anomaly detection, predictions and, in some cases, natural-language questions about the data. They…

The data layer: what it is and why it simplifies measurement

The data layer is a structure on the site that organises, in a standard way, the information you want to measure: product, value, user (if consented)…

First-party data and behavioural modelling: preparing GA4 for fewer identifiers

With less individual identification, measurement depends more on first-party data (collected directly by the company, with consent or another legal basis)…

Exporting GA4 data to sheets and BigQuery: practical cases

Exporting GA4 data to spreadsheets and data warehouses such as BigQuery lets you go beyond the standard reports: cross with ad costs and sales, analyse…

Documented metrics: definitions that people and AI can interpret unambiguously

Documented metrics are metrics with a written definition: what they measure, how they are calculated, which source they come from, which filters they use…

Linking GA4 to Google Ads: switching on without creating confusion

Linking GA4 to Google Ads looks like a simple step, but done badly it creates duplicate conversions, uncontrolled audiences and reports that do not match…

Traffic from AI assistants: how to identify, measure and attribute

Part of the traffic now arrives from AI assistants and generative search, through links in answers. Identifying, measuring and attributing this traffic is…

GA4 audit: five checks that catch most errors

Five quick GA4 checks catch most errors that distort the reading of ads: duplicated tags, badly defined conversions, misclassified sources, internal…