Data Engineering Director
What if you could ask your digital performance data a question and start getting useful answers in seconds? That's what we've been working towards with Inspectre. It uses AI to help our specialists interrogate data, follow up on the questions that come next, and get useful answers much faster. Learn what it does for our clients.
GA4 will tell you a metric moved. It won't tell you why — and sometimes it tells you the wrong story entirely.
Why context and data quality, not the AI itself, determine whether "chat with your data" tools actually work
Why "more conversions" rarely means "more value", and what to do about it
What Marketing Mix Modelling can tell you that last-click attribution can't
Welcome to the world of the BigQuery GA4 daily export schema! If you're scratching your head wondering what all those columns and tables mean, don't worry—you're not alone. In this post, I'll break down the BigQuery GA4 daily export schema in a way that even Sherlock Holmes would appreciate.
Ah, the eternal mystery of misattribution in Google Analytics 4 (GA4); it's like trying to figure out who ate the last slice of pizza at a party. You set up a brilliant campaign, and you're ready to bask in the glow of your marketing genius, but wait! GA4 reports it all, or some of it, as direct traffic... here's how to fix it.
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