This week marks my one-year Ampliversary, and it’s hard to believe how much has changed in just twelve months. When I joined Amplitude, I knew I was signing up for a new challenge. After spending years helping build and evangelize Google Analytics, consulting with organizations around the world, and helping companies make sense of increasingly…
Digital Analytics
The Future of the Analyst Role: Two Paths Are Emerging
I get asked almost every day what the future of the analyst role looks like. Will we have jobs a year from now? My honest answer: yes. But the job is going to look different. And I think how different it is depends a lot on which direction you choose to grow. I see two…
The Unglamorous Thing That Makes AI-Driven Analytics Actually Work
There’s a lot of energy right now around what AI can do for analytics teams. Faster insights. Automated anomaly detection. Natural-language queries that replace hours of SQL. And it’s real. I’ve seen the workflows changing, and I find a lot of it genuinely exciting. But there’s a question that isn’t getting asked loudly enough: what…
How to Set Up Amplitude with Google Tag Manager
If you’re already using Google Tag Manager, setting up Amplitude is one of the fastest paths from “I just signed up” to “I’m collecting real data.” GTM gives you the infrastructure to get tags, triggers, and variables deployed quickly, and Amplitude has a tag template in the GTM community gallery that makes this whole process…
GA4 Automigration – What you NEED to know
Google is about to start auto migrating your Universal Analytics properties to GA4 for you BUT You actually DO NOT want to do this, for many many reasons. Already setup GA4? You might still be subject to automigration. Read on for more details about it and how to OPT OUT On Feb 9, Google sent…
Using Site Search data in GA4
If you’re used to analyzing site search data (on site search) in UA, you can do this in GA4 too! In fact, GA4 actually measures site search out of the box for you via enhanced measurement. Follow along below to learn 3 ways to access this data. To take advantage of this data though, there…
RIP Universal Analytics, Hello GA4
Universal Analytics is dead. No, really. It’s just been given a deprecation date. Here’s what you need to know: Google has just announced (as of March 16, 2022) that Universal Analytics will stop collecting new data on July 1, 2023 for free GA customers. That means you have ~15 months to prepare. (Universal Analytics 360…
5 Quick Tips to help you better use GA4
Google Analytics 4 (aka GA4) is so different (looking & acting) that it can be really overwhelming to start digging in. So here are 5 quick tips to help you feel more comfortable and better use GA4. Tip 1: Make the reporting UI work for you! For the first time in GA history, GA4 allows…
Using Secondary Dimensions in Google Analytics 4
Secondary dimensions in GA4 (and in Universal Analytics as well) are a critical tool to help you get more insight from your data. They allow you to break down your primary dimensions into meaningful and relevant data. They transform the way you analyze primary dimensions and gain information. We’ll explore what secondary dimensions are as…