Enhanced Measurement in Google Analytics 4: The Guide

Updated: November 28th, 2025 When installed on a website (without any additional configurations), Universal Analytics (a.k.a. GA3) was tracking just page views. If you want to see any other interactions in your reports, you’d have to implement additional event tracking. To improve that, Google Analytics 4 offers more out-of-the-box interactions that are tracked without the […]
Julius Fedorovicius
In Google Analytics Tips

Microsoft Ads conversion tracking with Google Tag Manager (Bing Ads)

Updated: November 26th, 2025 Microsoft ads (a.k.a. Bing Ads) are Microsoft’s equivalent to Google Ads, allowing you to run promo campaigns, promote your business, and drive traffic to your site. But if you want to benefit from it, you must track conversions. Or else, how will you know which ads/campaigns/keywords perform better? Even though I […]
Julius Fedorovicius
In Google Tag Manager Tips

Free Form Reports in Google Analytics 4 (GA4 Explorations)

Updated: November 25th, 2025 In the Google Analytics 4 interface, you have several options for viewing data (Reports section, Explore, Advertising). This time, we’ll focus on the Explore (a.k.a. Explorations). It’s the place where you can do ad-hoc analysis and dig deeper into your data. In today’s blog post, I wanted to focus on one […]
Julius Fedorovicius
In Google Analytics Tips

Not set in Google Analytics 4. How to fix it?

Updated: November 24th, 2025 In Google Analytics 4, (not set) is a placeholder that appears in your reports when GA4 has not received any information for a specific dimension. For example, if you are analyzing website data, any app-related dimensions like App store will naturally show as (not set) because they don’t apply. On the […]
Julius Fedorovicius
In Google Analytics Tips

Unassigned in Google Analytics 4 (and how to fix it)

Updated: November 24th, 2025 You open the Traffic Acquisition reports in Google Analytics 4 and see a mysterious Unassigned. In Google Analytics 4, “Unassigned” is the default channel group for traffic that GA4 cannot categorize into any of its other predefined channels, like “Organic Search” or “Paid Social.” This often happens when the source, medium, or […]
Julius Fedorovicius
In Google Analytics Tips

Custom JavaScript variable in Google Tag Manager

Updated: November 21st, 2025 When it comes to tracking user interactions and customizing data collection, Google Tag Manager (GTM) offers incredible flexibility through its built-in variables. However, sometimes the default options just aren’t enough for the specific insights you need. That’s where the Custom JavaScript variable comes in. With a bit of JavaScript, you can […]
Julius Fedorovicius
In Google Tag Manager Tips