GA4 BigQuery Channel Grouping

Replicate Default Channel Grouping in BigQuery Published on December 30, 2024 by Tanya Zyabkina On October 10, 2024, Google added the Session Default and Session Custom Channel Group data to the BigQuery GA4 events export to the following fields: session_traffic_source_last_click.cross_channel_campaign.default_channel_group session_traffic_source_last_click.cross_channel_campaign.primary_channel_group If you never created a Custom Channel Group in GA4, then these two fields … Read more

Bad Data: Where it Comes From and How to Fix It

Bad Data

Bad Data Bad data is everywhere. Whether it comes from a bad source, formatted incorrectly, or the analysis is biased, people and organizations end up making bad decisions based on misleading data.  In this article I will talk about and give examples of: Signs you have bad data floating around your organization. Reasons why misleading … Read more

Marketing Optimization Guide

Marketing Optimization Using Analytics - Guide

Marketing Optimization Guide Marketing optimization is the process of reallocating the marketing budget to drive more profit by investing in highly effective media and cutting the least effective media channels.  Based on my 15+ years of experience in Marketing Analytics, I can attest that it is possible to optimize marketing budgets and cut significant amounts … Read more