Google Analytics 4 data modeling is an underrated topic… yet one of the most important things to do if you want a serious Analytics project to succeed. After working with it for quite some time, I will share my learnings with you on how to transform the data so that it’s usable. P.S. I am … Read more

The Analytics world is flooding with AI hype and misinformation. Every day brings new promises: AI will build your dashboards, AI will do all your analysis, AI will replace analysts entirely. It’s nonsense. But here’s what’s not nonsense: LLMs are genuinely useful for specific parts of Analytics work. I’ve spent the last year testing LLMs … Read more

I often talk about managing content but how can we ensure this process is smooth? If you are a professional or own a small website, there is no need to use tools like Airtable or NocoDB. Obsidian is a FREE alternative that I use to handle pretty much all of what I do now. Mind … Read more

Everyone in SEO talks about Google Search Console (GSC) because it’s the core tool. But what about its forgotten brother, Bing Webmaster Tools (BWT)? Not much has been said about it despite the fact that Bing is used to power OpenAI and is a great tool. I show you what are the differences and why … Read more

When I started with SEO and Web Analytics I was puzzled by the discrepancies between Search Console and Universal Analytics. Sure, people explained to you that “the 2 calculate different things”. But this isn’t enough to understand why the two data sources are so different. Now with GA4 the issue persists so I will show … Read more

You may already know what are some of the most common Google Analytics 4 metrics… but what about their interpretation? And how to calculate them in BigQuery? Look, I will do both: show you what they are and why they matter for the business. Once you understand why some of these options are subpar, you … Read more

You have probably used Google Search Console (GSC) many times in the past but never went beyond the very basics. Lucky you! In this article I explain how to interpret each metric (+ the data as a whole). Before We Start If you haven’t checked my article on why BigQuery is different with GSC and … Read more

The Web Analytics community often talks about big websites… but what about small players? They exist and there is a lot you can actually do with them! Yet, many don’t really acknowledge the key differences between the 2 groups both in terms of Analytics and Marketing. Minimum Viable Stack Working with data is expensive… but … Read more

Keyword clustering is everywhere in SEO and it’s a quite common technique to group keywords. I will show you many alternative methods and share some code so that even YOU can create some basic app with it. If you want to implement some of this into your existing workflows, you are in the right place. … Read more

Content Decay plays a key role in SEO since it affects the success of your content over a prolonged time. You may have noticed that some articles lose their edge over time and you wish you started earlier. I will talk about the causes, the solutions and how to measure Content Decay in SEO and … Read more