This talk has something for anyone whatever level of experience they have

GA4’s defaults are for every business. But you're not every business.

Your traffic attribution is mislabelled, you treat all your website visitors the same and you use the default metrics without thinking about your business.

You can bend GA4 a bit to your needs, but to get properly set-up you're going to want to use the raw GA4 BigQuery export.

You used to have pay a massive premium for this in UA and now they're just giving it away for free. It's the single most powerful part of GA4 that you're not using.

This talk is suitable for anyone who 'hates' using GA4

Understanding GA4's event-based data model is the skeleton key that will unlock your love of a misunderstood product.

Jonathan has been working on Google Analytics since it was called Urchin and, along the way, he's learnt how to use GA4 the hard way. This talk will help you understand the new data model and how to get maximum value from it by showing you things like custom events, parameters, and dimensions.

This talk is perfect for anyone who "hates" GA4 but has been forced to use it. Whether you're an experienced user or someone new to the industry, the aim of this talk is to help you come away energised and armed with practical "cheat codes" you can use on your clients straight away.