Measured opinions

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

GTM’s new Google tag: one tag to rule them all

Goodbye to the GA4 Config Tag Anyone who’s spent any time implementing the Google Analytics 4 (GA4) tracking in Google…

Customising GA4's reports menu using the report library

By now you’ll all have GA4 up and running (I hope!) but now the realisation is kicking in that you…

The Derelict Data Warehouse

A well-maintained and utilised data warehouse is a thing of beauty. Imagine all your data from disparate sources autonomously extracted,…
Measurefest blog illustration with a dashboard and superhero

Getting started with Plotly Dash

This blog post is a brief introduction to Plotly Dash and a short tutorial to learn how to build a…
The Measure Pod: 2 years of podcasting

The Measure Pod: 2 years of podcasting

If you also work in an industry like analytics, there's generally very few people who you can really talk to…
ROI on analytics

How to create new events in GA4 (using the UI)

Google Analytics 4 (GA4) gives users the ability to create new events or modify existing events through the use of the GA4 user interface. This is a fantastic add-on available to all and will be welcomed by those who are not familiar with their existing tag management system or do not have the relevant tech resources available to make some changes in a timely manner.
Measurefest blog illustration with a dashboard and superhero

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?
Measurelab blog header illustration with charts and magnifying glass

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.

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