Articles by Lola Watkins

Google Analytics 4 (GA4) provides a robust set of built-in metrics to help you track website performance, user behaviour, and conversions. But what if the default metrics don't quite fit your needs? That's where custom metrics come in.

In this guide, I explain how to customise your GA4 UI, from tweaking individual reports to reorganising the navigation menu and adding custom metrics that are intuitive, efficient, and tailored to your business.

Data is most useful when people can act on what they learn from it. Often, presentations can be overwhelming due to the amount of data, lack a clear storyline and direction, and not be properly aimed at the audience. This can lead to people coming away from your presentation having misinterpreted or