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Ken Williams

The Analyst's Guide to Google Analytics for Firebase

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Author: Ken

Posted onMarch 3, 2021March 4, 2021Guide

Goals vs. Conversion Events in Google Analytics

by KenLeave a comment on Goals vs. Conversion Events in Google Analytics

Google Analytics 4 replaces the concept of a “goal” with “conversion events”. In this short post I will explain the difference and provide a few…

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Posted onJanuary 15, 2021January 15, 2021Guide

How the WITH Clause Can Simplify Your SQL Queries

by KenLeave a comment on How the WITH Clause Can Simplify Your SQL Queries

This is a quick post to highlight how you can simplify your SQL using the WITH clause. I’ve used this technique a lot lately to…

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Posted onJanuary 7, 2021January 7, 2021Guide

BigQuery + GA4: How To Get the First or Most Recent Event for a User

by KenLeave a comment on BigQuery + GA4: How To Get the First or Most Recent Event for a User

When working with Google Analytics 4 data in BigQuery, it is common to analyze the first or most recent activity for a user. For example:…

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Posted onNovember 16, 2020November 17, 2020Guide

3 Tips for Planning Your Migration to Google Analytics 4

by Ken2 Comments on 3 Tips for Planning Your Migration to Google Analytics 4

It is time to start planning how and when you will migrate from the legacy version of Google Analytics to the new Google Analytics 4. …

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Posted onOctober 20, 2020October 21, 2020Guide

Google Signals and Privacy in Google Analytics 4

by Ken6 Comments on Google Signals and Privacy in Google Analytics 4

Digital Analytics platforms have been around for about 15 years now, and in early 2020 they all basically share the same functionality and features.  However,…

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Posted onOctober 14, 2020October 22, 2020Guide

What is Google Analytics 4?

by Ken4 Comments on What is Google Analytics 4?

Google Analytics 4 (or GA4) is a completely new version of Google Analytics that uses Firebase Analytics on the backend. In this post I will…

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Posted onOctober 5, 2020October 14, 2020Guide

How to Set Custom Dimensions and Metrics in Google Analytics 4

by Ken13 Comments on How to Set Custom Dimensions and Metrics in Google Analytics 4

Custom definitions (also known as custom dimensions and metrics) are critical to any business that relies on Google Analytics, and they have been completely overhauled…

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Posted onAugust 25, 2020October 14, 2020Guide

Where did Bounce Rate go in Google Analytics 4?

by Ken8 Comments on Where did Bounce Rate go in Google Analytics 4?

Analysts have relied on the metric “Bounce Rate” to understand how well users are engaging with a website for a decade, but it does not…

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Posted onJune 15, 2020January 29, 2021Guide

5 Best Practices for Creating Your Events and Parameters in Google Analytics 4

by Ken8 Comments on 5 Best Practices for Creating Your Events and Parameters in Google Analytics 4

In this post I will share the best practices that I have gathered when setting up events and parameters so that you can avoid common mistakes.

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Posted onMay 29, 2020October 14, 2020Guide

How to Use the Over clause to Create a Moving Average in BigQuery

by KenLeave a comment on How to Use the Over clause to Create a Moving Average in BigQuery

In this post I will explain how to use the Over clause to create a moving average, and provide a tutorial for visualizing COVID-19 cases in your area.

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This is my face

Ken Williams

Senior Data Engineer @ Search Discovery


I've spent the last decade helping my clients become experts in Analytics and Tag Management. This is what I've learned.

Connect with me on LinkedIn, or contact me over email or Measure Slack

me@ken-williams.com
@KenWilly on Measure Slack and Twitter

(more about me)

Get a monthly summary of the latest Google Analytics 4 news from the GA product blog, the GMP blog, the Firebase blog as well as other public announcements made available to Google partners and resellers.

[see the archive]

Recent Posts

  • Goals vs. Conversion Events in Google Analytics March 3, 2021
  • How the WITH Clause Can Simplify Your SQL Queries January 15, 2021
  • BigQuery + GA4: How To Get the First or Most Recent Event for a User January 7, 2021
  • 3 Tips for Planning Your Migration to Google Analytics 4 November 16, 2020
  • Google Signals and Privacy in Google Analytics 4 October 20, 2020
Publically available examples of data studio reports
Google is constantly iterating on the products described in this guide, and so please be understanding and notify me if you find any content that is out of date.
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