Two Octobers Blog

Understanding GA4

All Analytics articles below. Or view our GA4 resources.

5 Tips for Getting More from GA4’s Standard Reports

Kris Skavish August 16, 2024

Learn how to adjust settings on any standard report in GA4 to dive into the data and find what you're looking for.

Understanding GA4 & UA Data Discrepancies

Nico Brooks June 1, 2023

Differences between data in GA4 and UA are not uncommon. These are the seven most common explanations.

GA4 “Views:” How to Create and Report on Filtered Data

Nico Brooks April 27, 2023

GA4 does not have the equivalent of Universal Analytics views, but it has something even better: customizable reporting and navigation. Find out more.

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.

GA4 session duration vs. UA session duration.

GA4 Engagement Metrics: Session Duration & More

Nico Brooks November 4, 2026

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.