Measured opinions

The latest news and unfiltered views on the world of data, analytics and optimisation.
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What is bounce and engagement rate in GA4?

What is “engagement” in Google Analytics 4 (GA4)? How does Google Analytics define and measure engaged sessions vs. ‘Bounced’ sessions? And what happened to Bounce Rate?
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Measuring marketing ROI with GA4's acquisition reports

For any data-driven business, understanding where website visitors come from is a crucial component of optimising marketing campaigns and improving ROI. Acquisition reports in Google Analytics 4 (GA4) provide valuable insights into visitor acquisition and can help businesses make informed decisions about where to allocate their marketing budgets.
Changing a GA4 Data Stream name

Backing up Universal Analytics data in BigQuery

Saying goodbye to UA hurts, especially when you need your historical data out before Google deletes the lot. We at Measurelab built our own tool to soothe this pain for our clients.

Why you should consider Server-Side GTM

It can be daunting and frustrating to add another piece of technology and complexity to your analytics stack. Still, we explain why server-side GTM may be worth the migration.
types of GA4 events

How to set up GA4’s custom insights and email alerts

What are custom insights? Sometimes the data available in Google Analytics 4 (GA4) can seem a bit overwhelming especially if…
types of GA4 events

How to create events in GA4 using the UI

Google Analytics 4 (GA4) now gives users the ability to create new events or modify existing events through the use…
types of GA4 events

What is a 'User' in GA4?

GA4 doesn’t track people, it tracks users. But users are the closest proxy we have to counting people, so we end up just using it anyway, but do you know what it means?
types of GA4 events

Using UTM parameters for tracking campaigns in GA4 (properly)

UTM parameters are essential to be able to measure your marketing links and campaigns effectively in GA4. In this guide, I show you what they are and how to use them properly. There's also a free Google Sheet to use yourself to manage the link building process.
types of GA4 events

What is Google Analytics 360 (GA360) for GA4?

Google Analytics 360 (GA360) is worth knowing about, especially if you’re using Google Analytics 4 (GA4) to report on a business that gets a lot of daily traffic; has multiple analytics projects dependent on the BigQuery extract; operates on a lot of different sites and/or apps or has a particularly large number of users all utilising the same GA4 Property.
types of GA4 events

How to use the real-time report in GA4

The real-time report in GA4 is not without its merits. Here's what it is, how it works and how to use it and all of it's features.

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