Attribution
GA4 Channel Groupings: How Traffic Gets Classified
Open any GA4 acquisition report and you’ll see traffic bucketed into labels like Organic Search, Paid Social, Direct, and Referral.…
The Fieldbook
Analytics guides & insights
Practical, step-by-step guides built on 8+ years of hands-on analytics work. From GA4 setup to attribution modeling — find exactly what you need.
All articles
Every guide, newest first
Reporting
The GA4 BigQuery Export Explained: Raw Data, Schema, and Setup
The GA4 interface is convenient, but it’s also opinionated — it samples, it caps cardinality, it collapses rare values into…
Tracking
GA4 Audiences: How to Build, Segment, and Remarket
Most people treat GA4 as a place to count things — sessions, conversions, clicks. But buried in the admin is…
Reporting
GA4 Custom Dimensions: How to Track What Default Reports Miss
GA4 collects a lot of data automatically — but the things that make your business unique usually aren’t in there…
Privacy
How to Set Up Cookie Consent for Google Analytics
If your website uses Google Analytics and serves visitors in the EU, you need cookie consent. It’s not optional —…
Tag Management
Google Tag Manager: The Complete Guide for Marketers
Google Tag Manager changed how marketing teams manage tracking code. Before GTM, every new tag — analytics, ads, remarketing —…
Reporting
How to Build a Marketing Dashboard in Looker Studio
Marketing reports get ignored. They sit in shared drives, unopened. Dashboards, on the other hand, get used — because they…
Reporting
Analytics Reporting: How to Turn Data into Decisions
Every business collects data. Most have dashboards full of numbers. But here’s the uncomfortable truth: collecting data is the easy…
Attribution
Understanding Conversion Paths in Google Analytics
A customer sees your ad on Instagram, visits your site a week later through organic search, clicks a retargeting ad,…
Attribution
How to Set Up Attribution in GA4
GA4 has powerful attribution built right in — multi-touch models, conversion path reports, adjustable lookback windows. But most people never…