GA4 answers the questions Google decided to pre-build reports for. That’s a useful list, but it’s a small list once you start running real money through paid media. Below are six questions I get asked all the time by clients spending $3-50K/month in Google Ads. None of them can be answered in the GA4 UI…
If you’re making Google Ads decisions based on the ROAS number in the platform, you’re almost certainly optimizing toward the wrong thing. I’m not being dramatic. In every audit I run for a new client, the first exercise is reconciling Google Ads ROAS against what actually hit the bank account. The two numbers rarely match,…
GA4 + BigQuery Behavioral Modeling: How We Grew Revenue 33% on Flat Traffic An ecommerce client came to us with the problem I hear frequently from brands in the $30–50k/month ad spend range: the account was working, but nobody could explain why it was working, and nobody had a defensible plan to make it work…
Upper-Funnel Incrementality Case Study: 67% Revenue Lift Upper-funnel incrementality case study: a national brand’s themed product launch A national consumer brand spent six figures on Demand Gen and YouTube ads tied to a themed product launch. Their marketing team needed to know whether the spend actually moved the business. Impression counts weren’t proof. Upper-funnel reporting…
GA4 vs BigQuery: what’s the difference (and why it matters) Short version: GA4 is a reporting tool. BigQuery is a data warehouse. If you only run GA4, you’re limited to the questions Google decided to pre-build reports for. For most businesses spending under $10K/month on ads, GA4 alone is fine. Once you’re past $30K/month, you…