alex
ignatenko
BigQuery
Books & Videos
GA4
GTM
Metrics
About
Courses
tag:
metrics
Thursday
Apr 30, 2026
Metrics aren't about measurement. They're about substitution.
Wednesday
Apr 29, 2026
How to Measure New User Share by Channel Correctly?
Wednesday
Apr 29, 2026
How to Calculate LTV:CAC by Channel in BigQuery — and Why It Shows Where Budget Leaks Fastest?
Wednesday
Apr 29, 2026
Proxy on proxy: how the SaaS industry lost itself in its own metrics
Wednesday
Apr 29, 2026
Why Average Campaign ROAS Lies to You — and How to Calculate It by Cohort?
Wednesday
Apr 29, 2026
How to Correctly Calculate Average Sessions Before Purchase
Wednesday
Apr 29, 2026
How to Calculate Weekly Retention When Users Don’t Come Back Every Day
Wednesday
Apr 29, 2026
Sessions Without page_view: Where Do They Come From and What Should You Do With Them?
Wednesday
Apr 29, 2026
Cumulative Session Metrics: A Trap With a Twist
Wednesday
Apr 29, 2026
Average Order Value by Country: How to Calculate It in BigQuery
Wednesday
Apr 29, 2026
Confidence Interval for Conversion Rate: Is This Even Possible?
Wednesday
Apr 29, 2026
Startups’ favorite mantra: “We’re B2B SaaS — so monetization = subscription”
Wednesday
Apr 29, 2026
Items per Order: What Could Be Simpler? Or Not?
Wednesday
Apr 29, 2026
Average Purchases per User: How to Calculate It Without a Headache
#
GA4
Sunday
22 Feb
When Does Analytics Stop Measuring and Start Interpreting?
#
GA4
Sunday
22 Feb
How to Build Reliable Channel Grouping in GA4 BigQuery Without Fighting source/medium Forever
#
BigQuery
Sunday
22 Feb
Why Your BigQuery Numbers Don’t Match “Reality” (Or GA4)?
#
Metrics
Sunday
22 Feb
How an Analyst Loses Control of Metrics — Even Knowing SQL
#
Metrics
Sunday
22 Feb
How Bad Event Timing Breaks Every Product Conclusion?
#
GA4
Sunday
22 Feb
Which GA4 Fields Should Never Be Used for Business Decisions?
#
GA4
Sunday
22 Feb
How Do You Explain GA4 Number Mismatches to a CEO?
#
Metrics
Sunday
22 Feb
How Can One Window Function Break Your Metrics?
#
GA4
Sunday
22 Feb
Are You Measuring Retention — or Just Recounting Sessions?
#
BigQuery
Sunday
22 Feb
How to Measure Time-to-Purchase in BigQuery Without Distorting the Customer Journey
#
Metrics
Sunday
22 Feb
Why GA4 and BigQuery Don’t Always Agree on Daily Metrics
#
Metrics
Sunday
22 Feb
Why Do Metrics Start Contradicting Each Other — Even From the Same Source?
#
BigQuery
Sunday
22 Feb
How to Measure Conversion Rate by Landing Page in BigQuery
#
Metrics
Sunday
22 Feb
Why Does Decision-Making Get Harder When All Data is Available?
#
Metrics
Sunday
22 Feb
Why Does “agreeing on data” Often Create Even More Distrust?
#
Metrics
Sunday
22 Feb
Why Does Analytics Increase Tension Between Marketing, Product, and Finance?
#
GA4
Sunday
22 Feb
How to Rebuild Sessions in GA4 + BigQuery Without Relying on session_start
#
Metrics
Sunday
22 Feb
Why Does a CMO Feel Responsible For Numbers He Doesn’t Actually Control?
#
Metrics
Sunday
22 Feb
How to Calculate Retention with SQL Window Functions (Without Mixing Everything Together)
#
Metrics
Sunday
22 Feb
Why Does Having More Data Make Uncertainty More Visible Instead of Reducing It?
#
Metrics
Sunday
22 Feb
Why Do Numbers Stop Helping Teams Agree — And Start Defending Positions?
#
Metrics
Sunday
22 Feb
Why Do Metrics Stop “holding together” Once a Company Grows Beyond One Channel?
#
Metrics
Sunday
22 Feb
How to Shift Attribution from Last Click to First Click in SQL
#
Metrics
Sunday
22 Feb
Why Does a CMO Trust Numbers More Than the Team — And Still Doubt Both?
#
Metrics
Sunday
22 Feb
Why Do Metrics Stop Reflecting Reality When the Business Becomes More Complex?
#
Metrics
Sunday
22 Feb
Why Does Automation Increase CMO Frustration Instead of Reducing It?
#
Metrics
Sunday
22 Feb
What Breaks When One Team Owns Growth and Another Owns Accuracy?
#
Metrics
Sunday
22 Feb
Why Does Adding More Metrics Reduce Confidence Instead of Improving Control?
#
BigQuery
Sunday
22 Feb
Using ARRAY_AGG in BigQuery to Rebuild User Paths from Raw Events
#
Metrics
Sunday
22 Feb
Why Do Different Teams Read The Same Report — And Make Opposite Decisions?
#
Metrics
Sunday
22 Feb
How Do Deduplication Errors End Up Affecting Careers — Not Just Metrics?
#
Metrics
Sunday
22 Feb
Why Does a CMO Stop Trusting Data During Growth — Not During a Crisis?
#
Metrics
Sunday
22 Feb
How Do Metrics Change Their Meaning When Marketing Scales Faster Than the Analytics Model?
#
GA4
Sunday
22 Feb
Why GA4 Often Shows Fewer Transactions Than Your Payment Gateway
#
Metrics
Sunday
22 Feb
What Happens to Attribution When Marketing and Product Speak Different Event Languages?
#
GA4
Sunday
22 Feb
Calculating CLV With SQL: Why Window Functions Change the Entire Approach
#
GTM
Sunday
22 Feb
Why does “properly configured” tracking still feel unreliable?
#
Metrics
Sunday
22 Feb
Why do executive dashboards hide problems more often than they reveal them?
#
GA4
Sunday
22 Feb
Why does the same user become three different people in GA4, BigQuery, and your CRM?
#
GTM
Sunday
22 Feb
How can server-side GTM make your data worse — even if it was set up “by the book”?
#
GA4
Sunday
22 Feb
Stop Using session_start as Your Primary Session Counter in GA4 BigQuery
#
GA4
Sunday
22 Feb
How to Calculate Net Dollar Retention (NDR) With SQL Window Functions?
#
GA4
Sunday
22 Feb
How does Consent Mode quietly rewrite your reports - and why don’t you see the real scale of loss?
#
BigQuery
Sunday
22 Feb
How to Calculate ARPU (Average Revenue Per User) in BigQuery?
#
GA4
Sunday
22 Feb
How to Track Subscription Renewals in GA4 Export Data?
#
GA4
Sunday
22 Feb
How to Calculate Churn Rate in SQL Using GA4 Export Data?
#
GTM
Sunday
22 Feb
What’s Left of Analytics If You Lose Access to the GTM Container?
#
BigQuery
Sunday
22 Feb
How to Track Trial-to-Paid Conversion in BigQuery for SaaS?
#
GA4
Sunday
22 Feb
Why Track Dozens of GA4 Events If the Business Only Needs Five?
#
BigQuery
Sunday
22 Feb
How to Calculate Net Revenue (After Refunds) in BigQuery?
#
GA4
Sunday
22 Feb
Why Does the Same Channel Show Different Revenue in GA4 vs. BI?
#
GA4
Sunday
22 Feb
Why Does GA4’s Geography Report Not Match CRM Data?
#
Metrics
Sunday
22 Feb
How to Calculate CLV (Customer Lifetime Value) With SQL Window Functions?
#
GA4
Sunday
22 Feb
Why Does Retention Look Different in Product Analytics vs. GA4?
#
GA4
Sunday
22 Feb
Can You Trust GA4 When Data Updates Lag by 48 Hours? Why does this matter?
#
GA4
Sunday
22 Feb
How to Build a True First Organic Click Attribution Model in SQL?
#
GA4
Sunday
22 Feb
How Excel and Google Sheets Turn You Into a Reporting Slave
#
Metrics
Sunday
22 Feb
Why Do We Collect Dozens of Metrics No One Uses?
#
BigQuery
Saturday
21 Feb
How to Correctly Calculate AOV (Average Order Value) in BigQuery?
#
Metrics
Saturday
21 Feb
How to Attribute Conversions to the First Click (Instead of Last) in SQL?
#
GA4
Saturday
21 Feb
Can You Trust GA4’s Attribution?
#
Metrics
Saturday
21 Feb
How to Correctly Calculate Retention Rate with SQL Window Functions?
#
GA4
Tuesday
2 Dec
How to understand traffic sources in GA4 without losing your mind?
#
GA4
Tuesday
2 Dec
What’s the Right Way to Join GA4 Events and CRM Orders in BigQuery?
#
BigQuery
Tuesday
2 Dec
How not to blow up on BigQuery bills?
#
GA4
Tuesday
2 Dec
How does GA4 conversion rate mislead us?
#
GA4
Tuesday
2 Dec
How to Build a Custom Attribution Model in SQL (Without Crying)
#
Metrics
Tuesday
2 Dec
Why does Meta Ads attribute to itself customers who bought via email?
#
BigQuery
Tuesday
2 Dec
Why do GA4 and BigQuery reports differ for the same day?
#
BigQuery
Tuesday
2 Dec
What Is Partitioning and How Does It Work in GA4 Export to BigQuery?
#
Metrics
Tuesday
2 Dec
How is CPA defined in Ads Manager and CRM - do they match?
#
BigQuery
Tuesday
2 Dec
All About Traffic Source Parameters in GA4 Export to BigQuery
#
BigQuery
Tuesday
2 Dec
How does wrong user_id setup break analytics?
#
GA4
Monday
1 Dec
How much do 70% cookie banner refusals affect GA4 data?
#
Metrics
Monday
1 Dec
How does Meta Ads count view-through conversions and why is it dangerous?
#
GA4
Monday
1 Dec
How to Find Abandoned Carts in GA4 BigQuery - Without Abandoning Your Sanity
#
GA4
Monday
1 Dec
Who Actually Benefits From GA4 Inaccuracies - You, the Agency, or the Platform?
#
GA4
Monday
1 Dec
How to Quickly Build a Session Table in GA4 + BigQuery (Without Questioning Reality)
#
GA4
Monday
1 Dec
How to Handle String, Integer, and Float Parameter Values in GA4 BigQuery
#
Books & Videos
Monday
1 Dec
NEW VIDEO! "How can marketers finally get CLARITY from dashboards?"
#
GTM
Monday
1 Dec
How Do You Know Platforms Aren’t Getting Distorted Data Without GTM Server-Side?
#
GA4
Monday
1 Dec
How to Build Accurate Channel Grouping in GA4 BigQuery (Without Losing Your Mind Over source/medium)?
#
GA4
Monday
1 Dec
Can You Trust the Conversion Rate in GA4 - And How Is It Actually Calculated?
#
GA4
Sunday
30 Nov
Why a Scroll Event in GA4 Doesn’t Mean Someone Actually Read Your Content
#
Books & Videos
Sunday
30 Nov
NEW VIDEO! “Why do CONVERSIONS never match across platforms?”
#
BigQuery
Sunday
30 Nov
How to Use IFNULL and SAFE_CAST to Clean Custom Parameters in BigQuery
#
BigQuery
Sunday
30 Nov
How to Use ARRAY_AGG in BigQuery to Reconstruct User Journeys (Without Losing Your Mind)
#
GA4
Sunday
30 Nov
What’s Really Behind the “Traffic Source” in GA4 — And Why Does It Show Up Differently Everywhere?
#
Metrics
Sunday
30 Nov
Which Of The Three Conversion Metrics in GA4 Are You Using — And Do You Know the Difference?
#
GA4
Sunday
30 Nov
What Does An “engaged session” in GA4 Really Mean — And What Does It Have To Do With Actual Engagement?
#
BigQuery
Sunday
30 Nov
How to Calculate Conversion Rate in BigQuery
#
GA4
Sunday
30 Nov
Do You Compare Two Periods in GA4 — And Do You Know It Might Be Misleading?
#
GA4
Sunday
30 Nov
Why GA4 Data Is Delayed — And Why You're Making Budget Decisions Today
#
BigQuery
Sunday
30 Nov
How to Calculate Average Order Value (AOV) in BigQuery — Without Fooling Yourself
#
GA4
Sunday
30 Nov
What Do You Actually See in a GA4 Funnel — And How Much Does It Reflect Real User Behavior?
#
GA4
Sunday
30 Nov
Why Don’t GA4 And BigQuery Data Match — And Which One Should You Trust?
#
GA4
Sunday
30 Nov
Are You Sure Your GA4 is Set Up Correctly — Without Server-Side Tracking?
#
GA4
Sunday
30 Nov
How to Work with item_id in GA4 BigQuery (Without Losing Your Mind)
#
BigQuery
Sunday
30 Nov
How to Measure User Churn in BigQuery Using GA4 Data
#
Metrics
Sunday
30 Nov
Does SEO Really Drive 60% of Sales? Or Do All Roads Just Lead to Organic?
#
Metrics
Sunday
30 Nov
How to Properly Handle Offline Conversions in Meta
#
Metrics
Friday
1 Aug
Why Meta Might Be Burning Your Budget — and How to Stop It
#
Metrics
Thursday
31 Jul
What to Do When Meta Claims Credit for Conversions It Didn’t Earn
#
Metrics
Wednesday
30 Jul
How to Avoid Wasting Money on Meta Campaign Tracking — and Get Accurate Data
#
Metrics
Wednesday
30 Jul
How to Track Creatives in Meta Ads at Scale?
#
Metrics
Wednesday
30 Jul
How Server-Side Tracking Can Save Your Meta Campaign
#
Metrics
Wednesday
30 Jul
5 Myths About Consent Mode That Are Costing You Money — Let’s Break Them Down
#
Metrics
Wednesday
30 Jul
Server-Side Tracking For Meta: Does It Actually Change Anything?
#
Metrics
Wednesday
30 Jul
Why Meta’s 7-Day Attribution Window Is a Real Problem
#
Metrics
Wednesday
30 Jul
So... Do You Really Need Raw Data To Get Attribution Right? (Yes, You Do)
#
GA4
Wednesday
30 Jul
Launched a Facebook Campaign — And GA4 Suddenly Shows a Spike In Direct Traffic? Weird, Right?
#
Metrics
Wednesday
30 Jul
How Native Facebook Pixel Integrations Quietly Kill Your Optimization
#
Metrics
Wednesday
30 Jul
How To Survive Multiple Attribution Models And Keep Your Sanity (And Budget)
#
Metrics
Wednesday
30 Jul
Tracking Purchases On The “Thank You” Page? And Where’s The Money?
#
Metrics
Wednesday
30 Jul
48MB of Pain: How Excel Kills Your Marketing Analytics
#
Metrics
Wednesday
30 Jul
META AND YANDEX EXPOSED: Privacy on Android is a Myth
#
Metrics
Wednesday
30 Jul
Why Meta Doesn’t See Your Conversions (And What To Do About It)
#
Metrics
Wednesday
30 Jul
Last Click Out Of The Box? That’s a Trap.
#
Metrics
Wednesday
30 Jul
How Do You Train Meta Campaigns When Your Sales Cycle Is Longer Than a Netflix Miniseries?
#
Metrics
Wednesday
30 Jul
Low CPA, No Money. Amazing, Right?
#
GA4
Wednesday
30 Jul
Meta Says 170 Conversions. Google Ads Shows 85. GA4 Lands at 110. So... Who’s Telling The Truth?
#
GA4
Monday
21 Apr
Why collected_traffic_sourse ≠ session_traffic_sourse_last_click in GA4-BigQuery?
#
GTM
Monday
21 Apr
Automatic Setup of First-party Mode for GTM Using Cloudflare
#
GA4
Monday
21 Apr
Understanding User ID in GA4: Everything You Should Know
#
GA4
Monday
21 Apr
The Most Useless Feature in Analytics Tools
#
GTM
Monday
21 Apr
"Still Running" Tags in Google Tag Manager: Why It Happens and How to Fix It
#
BigQuery
Monday
21 Apr
How to Send Data to BigQuery with SGTM: Easy and Stress-Free
#
Metrics
Monday
21 Apr
Stop A/B Testing!
#
BigQuery
Monday
21 Apr
How to Transfer Data from MySQL or PostgreSQL to BigQuery?
#
GA4
Monday
21 Apr
Choosing the Right GA4 Integration Method for Your Shopify Store
#
Metrics
Monday
21 Apr
How to Stop UTM Parameters from Disappearing (and Keep You Happy)
#
GTM
Sunday
20 Apr
Custom Pixel in Shopify: What It Is and Why You Need It
#
BigQuery
Sunday
20 Apr
What is the Signals Gateway by Meta?
#
GTM
Sunday
20 Apr
Yandex Metrica Tag in GTM - Now Official!
#
Books & Videos
Sunday
20 Apr
NEW YOUTUBE VIDEO!
#
GA4
Sunday
20 Apr
When Conversions Don't Match Sales
#
GA4
Sunday
20 Apr
How to Get Simple, Clear Reports in Google Analytics?
#
GA4
Sunday
20 Apr
Are You Really Sure You Understand Google Analytics?
#
GA4
Sunday
20 Apr
How to Set Up Google Ads Analytics Without Messing Things Up
#
Metrics
Sunday
20 Apr
Advanced CRO Calculator for FREE
#
GA4
Sunday
20 Apr
How to Choose a Google Ads Agency Without Regretting It Later
#
GA4
Sunday
20 Apr
Google Tag Manager Has a JavaScript Problem (and a Sneaky Fix!)
#
GA4
Sunday
20 Apr
How I Use Google Analytics Every Day
#
GA4
Saturday
19 Apr
Consent Mode in GA4 – What It Is and Why It Might Melt Your Brain a Little
#
GA4
Saturday
19 Apr
Why Your GA4 Numbers Don't Match
#
GA4
Saturday
19 Apr
When the GA4 community builds the features Google forgot
#
BigQuery
Tuesday
10 Dec
How to Quickly Obtain Percentile Values in BigQuery?
#
Metrics
Tuesday
10 Dec
Google trends in BigQuery with bigfunctions. Whaaat?
#
GTM
Tuesday
10 Dec
A Fresh Guide to Duplicating GTM Containers by Simo Ahava
#
GA4
Tuesday
10 Dec
Issue with Sending Events via Measurement Protocol with user_id
#
GTM
Tuesday
10 Dec
Conversion Linker Now Supports Local Storage
#
BigQuery
Tuesday
10 Dec
Gemini + BigQuery: A New Era of Analytics with AI or Money Down the Drain?
#
Metrics
Tuesday
10 Dec
Post-View Attribution: Everything You Didn't Know but Were Afraid to Ask
#
GTM
Tuesday
10 Dec
How to Send Data from sGTM to Google Sheets with Stape
#
BigQuery
Tuesday
10 Dec
Quickly Analyzing Revenue Distribution by Customer with GA4 and BigQuery
#
Metrics
Tuesday
10 Dec
Common Mistakes in ROI Calculations Due to Attribution Model Specifics
#
GTM
Saturday
9 Nov
Traffic Attribution in Single Page Applications
#
GA4
Saturday
9 Nov
All Methods to Track Conversions in GA4
#
Metrics
Saturday
9 Nov
Attribution Models Cheat Sheet
#
Metrics
Saturday
9 Nov
What is the Difference between ROI, ROMI and ROAS?
#
GA4
Saturday
9 Nov
Consent Mode Settings and Measurement Protocol
#
BigQuery
Saturday
9 Nov
Custom Channels Groupping in BigQuery
#
BigQuery
Saturday
9 Nov
What are BigQuery Materialized Views?
#
GA4
Saturday
9 Nov
Extensions for Displaying the Percentage of the Total in GA4
#
BigQuery
Saturday
9 Nov
How to Parse URLs in BigQuery?
#
GTM
Saturday
9 Nov
How to Monitor GTM Server Side?
#
GTM
Saturday
9 Nov
Tracking Single Page Applications (SPA) - Official Google Documentation
#
GA4
Saturday
9 Nov
How to Debug Measurement Protocol Requests in GA4?
#
BigQuery
Saturday
9 Nov
How to Retrieve a List of Queries to Looker Reports in BigQuery?
#
GA4
Saturday
9 Nov
Why Use Custom Channel Groups in GA4?
#
Metrics
Friday
8 Nov
Leading and Lagging Metrics - What's the Difference in a Nutshell?
#
Metrics
Friday
8 Nov
What is the Top Score Attribution?
#
GA4
Friday
8 Nov
GA4 and Google Sheets Integration
#
BigQuery
Friday
8 Nov
Grouping by All in BigQuery! Finally!
#
Metrics
Friday
8 Nov
Why Can't You Rely on Facebook Ads Analytics?
#
Metrics
Friday
8 Nov
Behavioral Modeling for Consent Mode v2 - It's Not What You Might Think!
#
GA4
Friday
8 Nov
Update on User-Provided Data in GA4
#
Metrics
Friday
8 Nov
ARPU, ARPPU, and LTV: Differences, Misconceptions, and Importance for Business
#
Metrics
Friday
8 Nov
Core Web Vitals - What Are They and How to Work with Them?
#
GTM
Friday
8 Nov
Do You Want Your Own Hub for Offline Conversions?
#
GA4
Friday
8 Nov
User Data Import without Website Visits
#
GA4
Friday
8 Nov
Conversion Rate in GA4
#
Metrics
Friday
8 Nov
Tips for Optimizing Conversion Rates
#
BigQuery
Friday
8 Nov
Google Increased the Maximum Number of Partitions for BigQuery
#
Metrics
Friday
8 Nov
Custom Parameters in Yandex Metrica
#
Metrics
Friday
8 Nov
What's Available for Marketing Attribution in 2024 Besides GA?
#
Books & Videos
Friday
8 Nov
First Party Mode from Google
#
Metrics
Friday
8 Nov
Where to Find Ideas for A/B Tests?
#
Metrics
Friday
8 Nov
Tea-tasting package for A/B-testing in Python
#
Metrics
Friday
8 Nov
Market Map of Product Analytics
#
Metrics
Friday
8 Nov
How to Run an Experiment FOR FREE?
#
GTM
Wednesday
29 May
Tips For Form Optimization
#
Metrics
Wednesday
17 Apr
Subscriptions Mobile Apps: RevenueCat 2024 report
Subscriptions Mobile Apps: RevenueCat 2024 report by Alex Ignatenko
bigquery
ga4
metrics
gtm
server-side
attribution
education
abtest
web-analytics
product-analytics
2024
analytics@add-2-cart.online
