Measured opinions

The latest news and unfiltered views on the world of data, analytics and optimisation.

10 reasons to export your GA4 data to BigQuery

There are a lot of benefits to linking your GA4 data to BigQuery – we’ve got ten good reasons for you to take your analytics to the next level today.

How to write a value to a cookie using GTM

Learn how to create and set cookies using Google Tag Manager using this simple script and a Custom HTML tag.

The superpower of objectivity

The do-it-yourself approach to data-driven organisational change can be daunting – an objective consultant, removed from the day-to-day operations of the business, can take more risks.

Key KPIs, ATM machines and other such nonsense

All KPIs are metrics, but not all metrics are KPIs. Are they key to the business’ success? Or do they contribute to it? When it comes to analytics, not all performance indicators are critical.

How core values define a company

At Measurelab, we look to our company values to drive the company culture. The whole company has to feel connected to these core values; they have to mean something to everyone.

Everything’s an experiment

Everyone in the team has ideas for how we can optimise the organisation. Here’s how we use an Experiment Canvas and Experiment Board to prioritise and manage change at Measurelab.

PIVOT: a five-step process for your GA4 migration

If you’re migrating from Universal Analytics to Google Analytics 4, our PIVOT framework provides guidance on what you’ll need to consider at each stage of the process. See our GA4 migration guide.

GA4 event parameters - now with extra pickles!

Google Analytics offers unlimited options for customising your event parameters. George explains how you can get yours made to order.

Getting started with Google BigQuery

BigQuery is literally the next “Big” thing (with a capital B) in analytics. We explain what it is, how some of our clients are already using it, how much it costs and where you can start.

How to flatten tables with user-defined functions in BigQuery

Flattening tables in Google BigQuery can be painful when doing multiple fields with UNNEST. User-defined functions (UDFs) make life easier and this one will do it for you automatically.

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