A first-party identity graph can reconnect customer journeys that GA4, ad platforms, and cookies leave fragmented. We explain how Shopify brands can use GA4, BigQuery, and first-party data to improve attribution and give paid media the credit it actually earned.
Read MoreLearn how to build a Google Analytics AI agent using BigQuery and Gemini with this step-by-step guide. Connect GA4 to BigQuery, create unified views, and train an agent to analyze traffic, conversions, and campaign performance—no MCP required.
Read MoreIf you’ve ever tried to use the AI features of Google Analytics, you might have been underwhelmed. While it is possible to connect other AI tools like Claude, the better path is to move your Google Analytics (GA4) data into an environment where a stronger model can work with it more directly and more flexibly. For teams already operating in Google Cloud, that usually means exporting GA4 data to BigQuery and connecting it to Gemini inside Google Cloud Platform.
Read MoreThis guide walks through the 10 most common ways Shopify revenue gets misassigned and what to do about each one. The goal isn’t perfect attribution (it doesn’t exist). The goal is decision-grade attribution: reliable enough to allocate spend confidently and defend the story in a CFO meeting.
Read MoreIf you’re spending thousands or millions of dollars on digital ads, your analytics should be airtight. But in reality, most aren’t.
Read MoreIf your company is spending $1 million or more per year (or even approaching that), you should be able to answer this question: “What percentage of our ad spend is truly working — and what is just noise?”
Read MoreOne prediction from 2024 that didn’t quite come true was Google Chrome’s total blocking of third-party cookies. When this does happen – Google predicts it will be in 2025 – marketing tags such as Google Analytics, Meta Pixel, and Linkedin Insight Tag will be far less effective at measuring user behavior, and it will be much more difficult to attribute the results of media spend.
Read MoreIn Google Analytics 4, you have to wait 24 hours to get report data. Using BigQuery on the Google Cloud Platform, you can get same-day data easily exported.
Read MoreWe still see a near complete reliance on last-touch attribution for assessing marketing channel performance and making investment decisions. There are much more effective means for attributing the true source of conversions in 2024.
Read MoreBig changes are afoot in the world of web analytics. Both Apple and Google are taking steps to block third party cookies from web browsers. While this change will be largely invisible to users, it will have a significant impact on publishers and merchants who want to understand how visitors reach their sites — and how well their advertising is working.
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