The customer journey now centers on exposure, recall and return
Traditional metrics miss how decisions are actually made. Learn which signals reflect real influence before users ever click.
Contributor
Dan Taylor's latest articles
Why direct traffic in GA4 isn’t what it looks like
Direct traffic isn’t always intentional. In GA4, it often captures missing referrer data, untagged campaigns and AI-influenced visits.
Marketing artificial intelligence (AI)
Why AI visibility can increase direct traffic even when nobody clicks
Seeing a spike in direct traffic you can’t explain? It’s not a glitch. Here’s how to prove AI visibility is driving brand recall — even when you don't get the click.
Why engagement metrics matter more than sessions in AI search
Sessions don’t tell the full SEO story in AI search. Engagement metrics reveal whether content actually satisfies user intent.
GA4’s Advertising Snapshot shows why last-click attribution no longer fits AI-led journeys
GA4 gives a clearer view of how channels shape discovery and intent across complex user paths – revealing value that last-click reporting misses.
How GA4 records traffic from Perplexity Comet and ChatGPT Atlas
AI browsers disrupt how GA4 records referral data, obscuring traffic sources and discovery patterns. Find out how to track them accurately.
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.
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.