How to set up GA4 cross-domain tracking for global and multi-brand sites
Fragmented sessions distort insights. GA4 cross-domain tracking unifies data across brands and regions so marketers, analysts and leaders see the full journey.
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Dan Taylor's latest articles
How to optimize B2B SaaS user journeys with GA4
See how GA4 funnels reveal where SaaS users drop off — and how to fix friction points to improve conversions, onboarding and revenue growth.
Why it’s time to treat AI referrals as their own channel in GA4
AI search visits are hiding in your GA4 reports. A dedicated AI channel can reveal its impact on discovery, engagement and conversions — and help optimize for it.
How to use GA4 annotations to add context and clarity to your analytics
Finally, annotations return to Google Analytics. Use them to capture business context, align teams and speed up your analysis.
A guide to attribution models in GA4
GA4 attribution models don’t just report results — they influence them. See how model choice impacts marketing strategy, spend and perceived ROI.
How to effectively measure ecommerce using GA4
Google Analytics 4's event-based model can provide the metrics and track the customer behavior that will drive revenue.
How to use GA4 events to track and measure your KPIs
Google Analytics 4 events let you zoom in on the actions that move the needle for your business. Here’s how.
How to understand sessions in GA4
GA4 sessions work differently than in Universal Analytics. Learn the key differences and how session tracking affects attribution.
How to resolve unassigned traffic in GA4
Optimize your GA4 data by tackling unassigned traffic. Learn the causes, solutions and actionable steps to improve traffic attribution.