Exporting GA4 to BigQuery: when a smaller company really needs it
Three limits of GA4 justify an export to BigQuery, the rest is over-engineering. The real cost, the SQL skills required, and why to switch…
Archive
Category: Analytics
Measurement, GA4, tagging plans and data reliability.
This site went from 73 to 99: two of the fixes changed nothing
Two runs of the same tool, one minute apart, with nothing changed in between: 96, then 100. Here are the six fixes applied to…
French e-invoicing: the date that concerns you is closer than you think
Most online retailers remember 2027. The real deadline is 1 September 2026, it applies to every company in France, and it is not about…
Opening a marketplace without losing your margin
Catalogue mapping, prices per country, and the trap of providers who publish on your behalf. Why we advise running your marketplaces yourself.
Your tracking may be lying to you in silence. Here is how to see it.
GA4 counting a sale twice, invisible conversions, consent badly reported: broken tracking never warns you. A consultant's audit method, with a real case.
GA4 is installed everywhere, and badly configured almost everywhere
GA4 has been installed on almost every site since 2023. In most of the properties we audit, six default settings have never been touched,…
The end of third-party cookies never happened: what that changes for your business
In 2023 everyone announced the disappearance of third-party cookies in Chrome. Google backtracked, then buried Privacy Sandbox. What that really changes for your measurement.
First-party data: building your customer base from scratch
The data your customers declare survives browsers, blockers and third-party cookies. Here are the six moments to ask for it, and what to offer…
The tagging plan: the document that decides whether your figures are right
Two people, two figures for the same question: that is what happens without a tagging plan. Naming conventions, the parameters that matter, event duplication,…