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Analytics, measurement architecture, and decision-making

Recent articles and practical analysis from real measurement implementations

Articles on analytics, measurement architecture, and how data influences optimization and decision-making.

The articles examine how Google Analytics 4, Google Tag Manager, and Consent Mode shape measurement signals in real environments. The focus is not on tools alone, but on how measurement quality affects optimization and business outcomes.

Recent Articles

Why Google Analytics 4 Can Lead to Poor Decisions

Posted on
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Updated on
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By Keijo Mämmi
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Posted in
Reading Time: 14 minutes
Introduction In most companies, Google Analytics 4 appears to work as expected: data updates in real time, conversion tracking is active, and reports look clean. Yet the same measurement can still mislead decisions if it only describes what happens on the website rather than what drives real business outcomes. A technically correct GA4 setup can…
Read the article Why Google Analytics 4 Can Lead to Poor Decisions

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