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I studied economics and spent many years working as a project manager in an agency. But coordinating other people’s work wasn’t enough for me — I wanted to truly master something myself. I’ve always enjoyed math, so I gradually, almost naturally, shifted into analytics. I started around 2014 as a self-taught analyst, later began working with Vašek Jelen, and in 2020 we founded MeasureDesign together. I quickly realized this field was exactly what I’d been looking for — it satisfies my curiosity, my need to dig into details, and my desire to bring a bit of “ordnung” into things. In the whirlwind of running a household, taking care of kids, and navigating global chaos, data feels oddly calming. At the same time, it lets me use my creativity when I play detective and hunt down measurement issues like a modern-day Miss Marple. I genuinely believe analytics is a great career for women in general. And yet, there still aren’t many of us in the field.
Sometimes you need to move historical data from a Google Analytics 4 export to a different BigQuery project – for example, when changing your project structure, switching to a new billing account, or consolidating data. In this article, we’ll show how to copy GA4 datasets using BigQuery Data Transfer Service (there are other methods as well).
With the rise of server-side measurement, we are increasingly implementing server-side tracking for our clients not only for analytics, but also for advertising platforms. In this article, I want to share our experience with a server-side implementation of media tags for a larger client - what we learned along the way, which templates we used, and what to watch out for.
From Idea to App in 48 Hours 🚀 I spent the third weekend of September at the Clubco CZ coworking space in Brno, taking part in the #HackYourWeekend hackathon. In a group of 60 people split into eight teams, we spent Friday through Sunday afternoon developing eight applications addressing real-world needs. We built everything in AI/LLM-supported development environments (our team used VS Code + Claude Code). The participants ranged from developers already building with AI to people like me who wanted to dive in and really try this kind of workflow for the first time.
Easter is a movable feast, and its date changes every year. If you work with data — whether you are analyzing seasonal traffic trends, comparing campaign performance, or planning marketing activities — it can be useful to know the exact dates of the Easter holidays. That is where a simple SQL script for BigQuery can come in handy.
Socials podcast and 80 minutes of conversation with Daniel Bauer and Otakar Lucák about digital analytics, with a focus on e-commerce. The guys deal with a number of specific topics in their client work and had some great questions. Thanks to this, I think we kept it very practical, and the podcast includes our opinions on how to resolve real-life situations from practice.
Data retention in GA4 determines how long information about users and events will remain available. By default, this period is only two months, which can limit your analysis options. In this article, you'll learn how to extend this period to up to 14 months (or 50 months with GA4 360) and what the retention setting does not affect.
On the last day of May, we spent time with the team from the Tereza non-profit organization, focusing on the basics of Google Analytics 4. We concentrated on the practical use of data, especially for the Učíme se venku ("Learning Outdoors") program, which helps teachers bring lessons from the classroom to the outdoors.
At the Reshoper conference, I had the opportunity to give a talk where I summarized new opportunities for e-commerce analytics. In the presentation, I shared my experience and approaches on how to get the most out of Google Analytics 4 — especially when combined with BigQuery and other Google Cloud services.
A recording of the public webinar we hosted with Marek Čech for Shoptet. The main topic was practical recommendations for evaluating campaigns in GA4 in connection with the upcoming Black Friday and Christmas season.