Article Archive by Harrison Mateika


January 17 2024

Unraveling Data Driven Attribution Part 1: Survival Analysis Basics

by Harrison Mateika

Google has recently shifted away from rules-based attribution toward data-driven attribution in both GA4 and Google Ads. This shift was done to move toward a more accurate measurement of how different channels gain attribution. This post is the first of a multi-part blog post series that attempts to, in a simple and clear way, help you better understand Google’s approach to data-driven attribution modeling.

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November 13 2023

5 Holiday Wishes for GA4

by Harrison Mateika

The holidays are just around the corner. Therefore, many will be writing out a list of gifts for loved ones (or perhaps Santa). GA4 users, on the other hand, likely have their own list of wishes that they would like to give to Santa Google this holiday season. As we all stare in wonderment at the brightest star in the night (or perhaps an Explore report on a computer screen), there are many wishes that many of us would like to see for GA4. Here are a few wishes that would definitely help to improve GA4:

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Posted in: Analytics

November 8 2023

3 Questions to Consider When Using GA4 Calculated Metrics

by Harrison Mateika

In October, GA4 began rolling out a new calculated metrics feature. This feature will allow users with Administrator and Editor permissions to create metrics based on formulas utilizing other metrics. Once created, these calculated metrics are accessible in every place where reporting and custom metrics are available including in Reports, Explore, and the GA4 Data API (meaning that it should also be available to dashboard users as well). For a standard property, GA4 limits the number of calculated metrics to 5, while 360 properties get a limit of 50.

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Posted in: Analytics

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