BigQuery MCP server: what an AI agent can query, and the guardrails it needs
Google's BigQuery MCP server gives an agent 9 tools, SQL on raw tables and up to 3,000 rows. It has no per-query byte cap and no metric definitions.
9 min read
#ga4
11 articles
UTM parameters: a naming convention that survives five teams and three agencies
GA4 reads nine UTM parameters and treats values as case-sensitive text. Without one written convention, a single campaign splits across report rows.
10 min read
ChatGPT and Claude for marketing data analysis: what they get right and what they make up
ChatGPT data analysis is safe for exploring a spreadsheet and unsafe for deciding with it: the math is right, the revenue definition is a guess.
8 min read
Data lake vs data warehouse vs lakehouse for ecommerce and marketing data
A lake keeps raw data, a warehouse keeps modeled data, a lakehouse puts transactions on open files. None of them defines net revenue.
8 min read
Google Analytics MCP: why the numbers it returns are already modeled
The Google Analytics MCP server reads GA4 through the Data API, which follows your reporting identity. On Blended, the numbers arrive already modeled.
8 min read
Connect Google Ads, Meta and GA4 to one AI and you get three revenue numbers
Google Ads counts purchases 30 days after a click; Meta, 7 days after a click or 1 after a view. Plug all three MCPs into Claude and one order counts twice.
8 min read
Redirect payments and your missing GA4 purchase event
Mollie says it plainly: the customer may not return. Your purchase event lives on the page they never reached.
8 min read
Why GA4 and your BigQuery export will never agree
Google lists BigQuery export among features that do not support behavioural modelling. The interface estimates; the export observes.
8 min read
What breaks in your analytics during peak season
GA4's BigQuery export caps at 1 million events a day, and an exceeded export pauses without reprocessing previous days.
7 min read
How long does GA4 keep data, and how long should you keep marketing data?
GA4 standard allows 2 or 14 months, and large properties get 2. The aggregate report survives; the exploration does not.
8 min read
Why Shopify and GA4 revenue never match
Adobe says it plainly: the two should not match in almost every case. GA4 excludes tax and shipping; Shopify includes both.
8 min read