A surprising number of marketing decisions get made on analytics data that quietly stopped being accurate months earlier. Trustworthy measurement is a setup problem more than a tooling problem.
GA4 fundamentals worth getting right
Clear event naming conventions, correctly configured conversions, and consistent UTM tagging across campaigns are the unglamorous basics that determine whether a dashboard reflects reality.
Attribution without the guesswork
No attribution model is perfect, but picking one deliberately, and understanding its blind spots, beats defaulting to whatever a platform ships with. Cross-checking major decisions against more than one data source catches the cases where a single model misleads.
The goal isn’t a perfect measurement system. It’s one accurate enough that the team can trust it when making real decisions.
