Accurate GA4 reporting relies on selecting the right Reporting Identity (Blended, Observed, or Device-based) based on cookie consent and traffic.
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Google Ads Announces 37-Month Limit for Historical Data Retention
by Courtney Jullien on May 05, 2026Starting June 1, 2026, Google Ads will cap granular historical data retention at 37 months, necessitating data export to private warehouses for preservation.
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How to Build a Strong Foundation for Better Reporting
by Shannon Gantt on Apr 23, 2026Effective reporting relies on a strong, accurate data foundation—data accuracy, storage, and transformation—more than the visible dashboards and analysis.
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The Return of Data Studio: What Google's Rebrand Means for Your Dashboards
by Paul Cote on Apr 17, 2026Google has renamed its self-service reporting tool back to Data Studio (from Looker Studio) to clearly distinguish it from the enterprise-grade Looker BI platform.
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Real-Time Analytics in GA4 and BigQuery: What You Can and Can't Do Today
by Jenny Jones on Apr 15, 2026GA4, BigQuery, and specialized streaming pipelines provide varying real-time analytics for progression from immediate validation to near real-time analysis and instant automation.
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The "Thank You" Tax: Why You're Paying for Conversions You've Already Won
by Martin Donnells on Apr 10, 2026Applying purchaser exclusion audiences in Google Ads and Meta eliminates wasted ad spend (the "Thank You" Tax) by targeting only new prospects.
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How Privacy Laws and Consent Mechanics Are Impacting GA4 Measurement
by Jenny Jones on Apr 05, 2026Privacy laws and user consent reduce GA4's complete data collection, requiring data modeling, first-party strategies, and data warehousing for accurate performance measurement.
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