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.

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.

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.

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.

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

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.

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.

We’re so obsessed with analytics that we started a podcast! Here’s how we turned our passion into The Measure Pod.

Sometimes less is more; especially when it comes to security access. This simple walkthrough will show you how to use GCP IAM to surface just the parts of your data warehouse to just the right people.

As the Measurelab family expands and evolves, our team at the top has decided to switch up roles and use their talents where they fit best. You can't have growth without change, right?