Articles by Sam Dunkley

Discover how Fresh Egg's Google Analytics User Consent Dashboard reveals user trust, opt-in behaviour, and campaign performance like never before. Get actionable insight.

Are you using the data layer to enhance your website data collection? If not, your Google Analytics property and marketing platforms might be missing out on some impactful data. Comprehensive, clean data provides better insights, leading to improved website optimisations and more effective marketing

If you are not capturing your GA4 configuration details in a single, accessible location, then you are missing a trick. A central location for your GA4 documentation captures the setup of your GA4 events, making it easy to stay on top of your GA4 property. It also gives you a single document to shar

Do you need clarification about what to do with the data layer now that Universal Analytics no longer exists? You are not alone. Read our blog and discover what you need to do.

With UA finally sunsetting, you're likely breathing a big sigh of relief that it's come and gone. If you are still wondering what to do with your UA GTM tags, now is an excellent time to consider giving GTM a timely post-sunset clean. We'll take you through how to tackle the task.

It has been almost exactly one year since we published a blog post announcing the arrival of GA4, the 'new era of web analytics'. At launch, notable new features included a new, more dynamic data model, machine learning features for churn prediction, and data-driven attribution. Read on and learn ho

The launch of Google Analytics' new App + Web data model brings together cross-platform data, but may also signal a shift in how we think about measuring web traffic.