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Articles by Zac Nash

Data Engineering Director

Blog
The Trouble With Letting GA4 Watch Your Data For You
GA4 will tell you a metric moved. It won't tell you why — and sometimes it tells you the wrong story entirely.
Zac Nash
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Your GA4 data isn't ready for AI. Here's how to change that
Why context and data quality, not the AI itself, determine whether "chat with your data" tools actually work
Zac Nash
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Teach your ad platform what actually makes you money
Why "more conversions" rarely means "more value", and what to do about it
Zac Nash
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Find out which channels are actually earning their budget
What Marketing Mix Modelling can tell you that last-click attribution can't
Zac Nash
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Mastering the BigQuery GA4 Daily Export Schema in the Consent Mode Era
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. Grab yo
Zac Nash
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Why Is Google Analytics 4 Reporting Your Campaign Traffic as Direct? Let's Fix It!
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 tra
Zac Nash
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