Make Data-Driven Decisions with Confidence

Universal Analytics stopped collecting data in July 2023. GA4 is now the only option for Google Analytics. Beyond that, GA4 offers better cross-device tracking, more detailed event tracking, privacy-focused measurement, and predictive insights powered by machine learning. If you haven't migrated yet, you're missing critical data about your website visitors and their behavior.

GA4 is the analytics platform that collects and reports on your data. Google Tag Manager (GTM) is a tool that manages tracking codes on your website. Think of GTM as the container that holds GA4 and other marketing tags (Meta Pixel, Google Ads, etc.). GTM makes it easier to add and update tracking without modifying website code, while GA4 is where you analyze the data. They work together but serve different purposes.

Enhanced e-commerce tracking goes beyond basic purchase data to track the entire shopping journey — product impressions, product clicks, add-to-cart actions, checkout steps, and transaction details. This shows you where customers drop off in your sales funnel, which products are viewed but not purchased, which marketing campaigns drive the most revenue, and your actual ROI for each traffic source. It's essential for optimizing your online store and making data-driven decisions about inventory, pricing, and marketing.

Not if implemented properly. I use best practices like async/defer loading, GTM to consolidate multiple scripts, and only implement tracking that serves a clear business purpose. Modern analytics platforms like GA4 are designed to have minimal performance impact. I also monitor Core Web Vitals to ensure tracking implementation doesn't negatively affect your site speed or user experience.

Privacy compliance is built into every tracking implementation I do. This includes: implementing proper cookie consent management, anonymizing IP addresses, respecting user privacy choices, and only collecting data that's necessary for your business. I configure GA4 with privacy-preserving settings and ensure your tracking setup complies with GDPR, CCPA, and other privacy regulations applicable to your business.

Absolutely. Every business has unique metrics that matter most. I can create custom dashboards in GA4, build automated reports that get delivered to your inbox, or set up third-party analytics dashboards (like Google Data Studio/Looker Studio) that combine data from multiple sources. The goal is to provide you with reports that are actually useful — not generic templates that don't address your specific questions.