Analytics Roundup – October 2026
Nico Brooks
November 3, 2026
The art of throwing things away; product updates in Google Ads, GA4, Data Studio, GTM; great articles about AI-assisted analysis and data visualization.
GA4 Resources
Practical GA4 Help for Marketers
We’re marketers and technologists who configure GA4 to answer real business questions. These are the articles our clients and readers come back to most.
Latest GA4 Blogs
Connecting to the Google Analytics MCP server with Claude
Nico Brooks
October 11, 2026
Connect live GA4 data with Claude, ChatGPT, or Gemini. Here's how to set up a GA MCP Server for illuminating insights.
Google Analytics Insights Monitoring Tool
Nico Brooks
October 21, 2026
Identify tracking problems with our GA Insights Monitoring Tool. Connect GA4 custom insights with a Looker Studio dashboard.
Analysis of GA4 Data
Go beyond the standard reports with BigQuery, path analysis, and AI-assisted exploration of your GA4 data.
GA4 Path Analysis with BigQuery
Nico Brooks
October 30, 2026
Analyze the pages users visit in their paths through your website with GA4 data in BigQuery. A Google Cloud Project and some coding knowledge will be needed.
Connecting to the Google Analytics MCP server with Claude
Nico Brooks
October 11, 2026
Connect live GA4 data with Claude, ChatGPT, or Gemini. Here's how to set up a GA MCP Server for illuminating insights.
Five Reasons to Set Up the GA4 BigQuery Export
Nico Brooks
July 31, 2024
Exporting GA4 data to BigQuery gets you better analysis, increased accuracy & faster reporting. We explain how it works, how much it costs & how to get started.
Bot Traffic in GA4
Spot bot traffic in your GA4 reports, remove it from your data, and block it before it reaches your site.
How to Set Up Cloudflare to Block Unwanted Bot Traffic From Your Website and Analytics
Nico Brooks
October 26, 2026
Block pesky bot traffic from getting into your Google Analytics data at your CDN. We show you how with Cloudflare's Super Bot Fight Mode.
How to Identify Bot Traffic in GA4
Nico Brooks
May 17, 2024
The first step in removing bot traffic from GA4 is identifying its characteristics. Use these reports & dimensions for diagnosis & taking action.
Removing bot traffic from GA4 reports
Nico Brooks
October 26, 2026
Learn how to identify bot traffic in GA4 and remove it from reports.
Data Studio with GA4 Data
Build GA4 reports in Looker Studio, from funnels and landing pages to time-of-day charts and sortable date comparisons.
Time-of-Day reporting in GA4 & Looker Studio
Nico Brooks
October 26, 2026
GA4's reporting for hour of day & day of week is limited. Learn how to create an easy-to-read chart in Looker Studio & a little about BigQuery along the way.
Sortable Date Comparisons in Looker Studio Tables
Nico Brooks
October 21, 2026
Looker Studio's comparison date range columns are nice, but frustratingly not sortable. Learn how to create a table with sortable comparison columns.
Funnel Reporting in Looker Studio with GA4 Events
Nico Brooks
September 30, 2024
Learn how to use the Funnel chart type in Looker Studio to visualize GA4 metrics, such as steps in a purchase process.
Reporting on GA4 Landing Pages in Looker Studio
Nico Brooks
November 3, 2026
GA4 Landing page data is not available as a dimension in Looker Studio. We share a workaround and walk you through some advanced techniques.
GA4 Foundations
Learn how GA4’s explorations, engagement metrics, ecommerce reports, and attribution models work.
GA4 Funnel Exploration: Where Do Users Go After Landing?
Nico Brooks
October 29, 2026
There's a hidden feature in GA4 Funnel Explorations that enables you to report on where users go after landing on your site — find out how to use it.
How to Use Path Explorations in GA4
Nico Brooks
October 30, 2026
GA4 Path Explorations show you how users flow through events and pages on your website. Find out how to create and use them!
GA4 Engagement Metrics: Session Duration & More
Nico Brooks
March 22, 2023
Learn about Session Duration in GA4, how the user_engagement event makes it a more useful metric, and how Average Engagement Time per Session is measured.
GA4 Attribution Models: How They Work
Nico Brooks
April 21, 2023
Conversion attribution in GA4 is weird. We show you how to change the attribution model, and why that changes some reports and not others.
Better Ecommerce Reports in GA4
Nico Brooks
November 30, 2023
Let's overhaul GA4’s standard Monetization reporting. We create a new ecommerce report based on traffic source, change the menu and customize the item report.
Tracking Customization
Customize what GA4 collects, from form submissions and session-duration conversions to AI traffic and custom insights.
Tracking AI Traffic in GA4: A Step-by-Step Guide
Nico Brooks
November 14, 2024
Report on traffic from people clicking through from AI services like ChatGPT. Build an exploration with a custom segment + a new channel group for AI traffic.
GA4 Custom Insights
Nico Brooks
April 30, 2024
Custom Insights in GA4 is great for monitoring & alerting on important metrics for changes. Learn how to use it, including examples of what to track.
Track session duration conversions in GA4
Nico Brooks
October 30, 2026
Tracking conversions based on session duration isn't possible out-of-the-box with GA4. Use this JavaScript and Tag Manager solution to build a custom event.
Customizing Automatic Form Submit Events in GA4
Nico Brooks
October 26, 2026
GA4’s built-in enhanced measurement form submit event isn’t always perfect. Learn how to track specific forms by page in GA4 and using GTM.
We’re Certified GA4 Experts
Since 2010, we've managed over 1,000 GA properties.
Sound familiar?
✕ Bot traffic skewing your reports
✕ Conversions not tracking
✕ Tags breaking after site updates
✕ Unassigned traffic
✕ Cookie consent gaps
✕ Dashboards no one trusts