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…
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…