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Every marketing dashboard depends on one simple idea: that a “session” in Google Analytics 4 (GA4) represents a real visit. But what if it doesn’t? What if the numbers senior teams use to judge campaign performance, conversion efficiency, and engagement are quietly distorted by the way GA4 handles time? That’s exactly what I discovered — and what led me to build a lightweight browser-side layer that makes GA4 see reality , not just timestamps. The hidden problems in GA4 sessi

Google Analytics 4 is evolving fast. One of its newest features—quietly released in June 2025—is the “Lead Generation” business objective...

Watch for signs that your analytics agency could be more of a liability than an asset. If you’ve outsourced your analytics setup to an...

The Data (Use and Access) Act 2025  has just been passed in the UK, bringing with it some important changes for how businesses collect...