Setup guide: the Google Analytics 4 MCP server
A step-by-step guide to setting up Google's official GA4 MCP server so AI tools such as Gemini CLI can query GA4 data in natural language, covering security and…
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Make sense of the data
Tools evolve. The ability to question and understand data keeps growing.
Latest · 2026-10-11
Data Studio report broken or showing errors? First work out which kind of problem it is
A broken Data Studio report does not always need rebuilding. This piece sorts errors into six areas (system, access, data sources, chart configuration, blending and GA4 quota) with an order for diagnosing them, and explains what caching, data extracts and BigQuery can each fix and when they apply.
Read Sound familiar?Numbers disagree. Where do we look first?
Start with a Data Health Check Sound familiar?Too many reports. Which one matters?
Point Data Studio at the decisionSAVED FOR ANOTHER LOOK
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Key GA4 updates: cross-channel budgeting and Analytics Advisor
Before the end of 2025, Google added two major GA4 features: cross-channel budgeting, with a projections report and scenario planner, and the Gemini-powered Analytics Advisor. What each does,…
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GA360 data governance guide: don’t feed AI junk food, build an accurate profit engine
When AI bidding underperforms, the data it is fed is usually the problem. What sampling does and does not affect, how GA360, BigQuery streaming and server-side tagging help,…
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GA4 numbers don’t add up? Reporting identity explained through two client cases
Two client cases show how GA4's Reporting identity setting affects data accuracy: one where a static User-ID undercounted purchases, and one where segment data didn't appear after a…
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GA4 numbers don’t add up? Reporting identity explained: the concepts
GA4's Reporting identity setting decides how users are identified and stitched together across devices and sessions. An explanation of User-ID and device ID, and the three options: Blended,…
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Understanding (not set) in GA4: why data goes missing and what marketers can do
What (not set) means in GA4 reports, how it affects marketing decisions, the common causes across traffic source, page and custom dimension reports, and three steps to reduce…
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