ON THE RECORD · PPC LIVE #15 · 2025
GA4 in Action.
Essential GA4 from the ground up, through to the features that actually earn their keep: custom segments, conversion paths, predictive audiences, and campaign reports that make sense.
GA4, from the setup up to the features that earn their keep.
ppc live #15 · 2025 · five things the talk lands on- 01 Events first Most GA4 messes start at the event layer. Name and structure events properly, mark the ones that matter as key events, and the reports stop arguing with you.
- 02 Explorations, not just reports Free-form and path explorations show how people actually move and where they drop out. The standard reports flatten that into a total nobody can act on.
- 03 Segments by behaviour Build segments around what people did, not who they are. That's how you separate the cohort that converts from the one that leaks.
- 04 Predictive audiences, honestly GA4 can model purchase and churn probability, but only once a property clears its data thresholds and stays above them. Useful when the volume earns it, noise when it doesn't.
- 05 Reports that survive handover Pull GA4 into Looker Studio and build around the decision, with one agreed definition per metric. Then two people read the same number the same way.
AFTER THE TALK Running GA4, and the
Running GA4, and the
numbers don't line up?
Tell me your setup and where GA4 and your platforms disagree. You'll get a reply, usually within a day.
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