George Mendham

Machine learning

From the wild west of data collection to conversion modelling

Access to ‘real’ data in Google Analytics (UA and GA4) is becoming more limited due to technology and legislation changes.…
5 new GA4 features Google should introduce

5 new GA4 features we want Google to introduce in 2022

Let’s talk Google Analytics 4 and what’s in store this year. There are some features missing from GA4 and it's…

PIVOT: a five-step process for your GA4 migration

There are many famous acronyms designed to help people follow a recommended procedure. For example, ‘DR ABC’ is commonly used…
GA4 event parameters - now with extra pickles!

GA4 event parameters - now with extra pickles!

As mentioned in an episode of The Measure Pod, GA4 is a big change for those of us who are…