Web analytics, written for people who have to make the number hold up in a meeting.
Measurement, GA4, Search Console, BigQuery and the analyst craft around them.
Web analytics, written for people who have to make the number hold up in a meeting.
Scraping is one of those skills that stayed relevant while everything else got hyped. The tools changed a lot in the last 2 years though. If you learned Python the standard way, you know requests, BeautifulSoup and Selenium, the typical course libraries. That trio still works but it’s no longer the best starting point for … Read more
Web analytics, written for people who have to make the number hold up in a meeting.
Build a GA4 + GSC pipeline in Dataform step by step. Sources, staging, marts, incremental tables and assertions, with copy-paste code. No data engineer required.
Web analytics, written for people who have to make the number hold up in a meeting.
There are several ways to access Google Search Console data: UI, API and BigQuery Bulk Export. All of them use different criteria to sample and aggregate data, causing discrepancies and results that don’t always match. You should be able to know and explain ALL the discrepancies across the 3 data sources for the success of … Read more
Web analytics, written for people who have to make the number hold up in a meeting.
Small websites also need to have a basic stack for Analytics. Otherwise how are they even supposed to understand their digital business? I show you one of the many alternatives you can choose from, based on my experience. P.S. I tried to simplify the topic and avoid going into too much technical detail. This is … Read more
Web analytics, written for people who have to make the number hold up in a meeting.
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
Web analytics, written for people who have to make the number hold up in a meeting.
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
Web analytics, written for people who have to make the number hold up in a meeting.
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
Web analytics, written for people who have to make the number hold up in a meeting.
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
Web analytics, written for people who have to make the number hold up in a meeting.
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
Web analytics, written for people who have to make the number hold up in a meeting.
AI and Machine Learning are everywhere and people often confuse Analytics with these two… or even with Engineering or Tagging. Descriptive Analytics is what you will often do and what companies usually need. But even so, you don’t simply need analysis but business and domain knowledge. Today this task is relegated to specialists (e.g. SEO, … Read more
Web analytics, written for people who have to make the number hold up in a meeting.
The Google Search Console/Google Analytics 4 APIs are no longer the best alternative and it’s time to show you what to do instead. You can store your GSC and GA4 data in BigQuery thanks to their free native connectors. I’ll show you all the valid reasons that move the needle from a business perspective. The … Read more
Web analytics, written for people who have to make the number hold up in a meeting.
Everyone talks about strategy, tactics and operations in business… but how many actually make them actionable? This is a super common problem in Web Analytics, where technical knowledge is accessible but the actual business insights are hidden. I want to give something practical and different from the usual fluff you read online. This article is … Read more