Author: Pavel Šabatka
What’s new in GA4 – budgeting
In January 2026, Google Analytics 4 will introduce new reports that will help marketers allocate budgets across marketing channels. I haven’t seen them in the Czech Republic yet, but based on the test environment and documentation, the reports look very useful. They should provide not only a look at history (how campaigns have performed so…
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GA4 Confusion: Why Does Traffic Source Have Four Different Names?
If you’ve opened the acquisition reports in Google Analytics 4 (GA4), you’ve likely encountered a terminological “stew.” While the old Universal Analytics sufficed with a simple “Source/Medium,” GA4 serves up several variations of (almost) the same thing. For the source/medium dimension, we now have: In total, there are 15 different versions. Total chaos. Let’s clear…
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2026
The New Year is just around the corner. I wonder what the coming year will bring. It will certainly be a lot. 1. AI everywhere Conversation Analytics In 2025, it became possible to “chat” about data from Google Analytics and Looker Studio, and Gemini can be used in BigQuery. In 2026, we can expect wider…
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Digital Omnibus in digital analytics
Last week, the Digital Omnibus Regulation proposal was discussed in the media. The adoption of this document will have a significant impact on web analytics. If web data is important to you, you should pay attention to it. Digital Omnibus is being prepared as an EU regulation. This means that it will apply to all…
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Consent for MS Clarity
Microsoft Clarity wants to start passing consent status from November 1, 2025. If you meet the following three conditions, I would not change the settings: Otherwise, you need to set up Clarity measurement. What’s happening Microsoft implements more or less the same logic for Clarity as Google Analytics 4. They do not place cookies without…
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