Digital Analytics

Data streams in GA4 are the sources that send data from a website or app into a property, making web and app measurement possible within the same setup.

UTM parameters in GA4 help improve campaign attribution by showing which sources, mediums, and campaigns are driving traffic and conversions.

“(not set)” in GA4 appears when a dimension has no value. Understanding the cause in each report is key to deciding whether it can be fixed or simply reduced.

Google Consent Mode lets Google tags adapt to the user’s consent choices and helps balance privacy requirements with measurement needs.

GA4 exports data to BigQuery using a nested structure, so understanding repeated fields and the UNNEST function is essential for querying it properly.

Linking GA4 to BigQuery lets you export raw event data for SQL analysis, custom reporting, and deeper integration with other business data.

Cross-domain measurement in GA4 lets you track the same user across different domains as part of a single journey, improving attribution and session accuracy.

Custom dimensions and metrics in GA4 let you analyze additional data collected through event parameters and user properties beyond the platform’s standard fields.

Tracking a single-page application in GA4 requires a different setup so virtual page changes are measured correctly as page views.

Events are the foundation of GA4. Understanding the different event types helps you plan a cleaner and more effective measurement strategy.

Segments in Google Analytics let you isolate specific users, sessions, or events so you can analyze your data in a more focused way.

Attribution models help you understand how conversion credit is distributed across the different marketing channels a user interacts with before converting.