Analytics

I remember the first time I had to migrate an entire event tracking setup from Universal Analytics (GA3) to Google Analytics 4 (GA4): it felt like defusing a bomb while trying to keep the lights on. The key to getting it right is planning, mapping and running both systems in parallel until you're confident the new implementation is capturing everything you need. Below is the step-by-step plan I use with clients to migrate event tracking without...

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On subscription products, the onboarding flow is where you win or lose customers. I’ve spent years instrumenting flows for SaaS and content subscription businesses, and one thing keeps coming up: teams either track too little (so they can’t diagnose churn/handoff points) or they track too much (raw data with no action). Below I share the exact analytics events I recommend for subscription onboarding on Next.js sites — what to capture, when...

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I’ve seen the same problem come up again and again with brands moving to Google Analytics 4: the reported revenue is lower than expected, sometimes dramatically so. It’s frustrating, because marketing decisions — budget allocation, channel performance, lifetime value models — all hinge on accurate revenue data. Over the years I’ve audited dozens of GA4 setups and the causes tend to fall into a few recurring patterns. Below I walk...

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