Category: analytics
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Event-Scoped Custom Dimensions in GA4: A Practical Guide for Marketers
Google Analytics 4 can tell you that someone clicked a button, submitted a form or watched a video. But marketers usually need to know more than what happened. They also need to know: That additional context is where event-scoped custom dimensions become valuable. Event-scoped custom dimensions allow marketers to turn the extra information attached to…
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GA4 Internal Traffic Exclusion Setup Guide
This guide explains how to set up internal traffic labeling and exclusion in Google Tag Manager (GTM) and GA4 for any website you manage. This setup uses: What this setup does When someone visits a website with a special URL parameter, GTM stores a cookie in their browser. On future visits, GTM reads that cookie…
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How I Trained My AI to Actually Think Like an Analyst
I got curious about how my own brain works. Not in a philosophical way, in a practical one. I wanted to understand what was actually happening when I dug into a client report and started pulling on threads. What moves was I making? In what order? And could I teach an AI to do the…
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Why CPC, CPM, and Smart Bidding Confuse Everyone
Is it right to blame all our woes on Google? Not necessarily. I don’t think it’s Google’s fault I burned myself on a pan this morning. But I do think it’s Google’s fault that I spent years being deeply confused about CPC vs CPM, Smart Bidding, conversion optimization, bid caps, automated delivery strategies, and whatever…