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Blog post
20/5/2024

Reshoper 2024: New opportunities in analytics

Reshoper 2024: New opportunities in analytics

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.

GA4 has been around for about three years now, and one thing has become clear — it’s not exactly a favorite among many users. Even after all this time, GA4 still has a clunky web interface built on an unfinished modeling engine, inconsistent naming (even for basic dimensions), and API limits that make it harder for people who want to build their own dashboards easily.

In reality, many companies have already lost patience with GA4, and this has accelerated the adoption of the one area where GA4 truly shines — using it as a data collection tool thanks to its free integration with BigQuery, while processing the data internally. This approach allows you to build reports where you know exactly what you’re looking at — without relying on outputs from a modeling black box.

It also unlocks the next level: the ability to bring not only web data into BigQuery, but also media and customer data — all in one place, clean and ready to use (instead of being scattered across multiple tools). This enables full-funnel insights, from ad impressions, through on-site behavior, all the way to paying customers. And most importantly, it lets you understand what actually drives the money hitting your business account.

In the presentation, I broke down this concept and shared examples of reports built on top of such data. I also explored interesting ways to leverage GA4 data across other Google Cloud services — for example, how combining GA4, Cloud Run, and Firestore can help push more first-party data into ad platforms for targeting, ultimately improving campaign performance without increasing media spend.

Authors

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Blog post
Reshoper 2024: New opportunities in analytics
20/5/2024

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.

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Anna Horáková
Analyst
Zuzana Mikyšková
Analyst & Co-Founder
Vašek Jelen
Lead Analyst & Co-Founder
Blanka Hejduková
Back Office
Markéta Svěráková
Analyst
Petra Súkeníková
Analyst
Klára Belzová
Analyst
Anna Horáková
Anna Horáková
Analyst

Anička has over 7 years of experience in the agency world, where she has managed social media ad campaigns for clients, and especially for content-driven websites, her favorite. Wanting to broaden her perspective beyond campaign data, she gradually shifted her focus toward web analytics. She joined our team in 2022 and now specializes in data analytics, using GA4, BigQuery, Looker Studio, and other tools to connect and dig deeper into data — delivering insightful analyses and valuable input for business decisions.

Zuzana Mikyšková
Zuzana Mikyšková
Analyst & Co-Founder

Zuzka's career path led her through corporate innovation and research management, running word-of-mouth projects, and later to a digital agency, where she managed website development projects. However, Zuzka is naturally curious and wanted to understand how a website actually works once it is launched into the world. That curiosity led her to study web analytics — and eventually to a key collaboration with Vašek. In 2019, they founded the company together.

Vašek Jelen
Vašek Jelen
Lead Analyst & Co-Founder

Vašek has been working in digital analytics for over 15 years — from setting up tracking to data storage, visualization, and interpretation. He helps companies bring organize their data and make full use of it. He focuses primarily on data from digital platforms such as websites, apps, and client zones, and on connecting that data with other business data like media and customer data. After years of freelancing, he co-founded the analytics studio MeasureDesign, where, in addition to working on analytics projects and bespoke training sessions, he also mentors and educates new analysts.

Blanka Hejduková
Blanka Hejduková
Back Office

Blanka joined our team in 2024 and has been responsible for back-office operations, including invoicing and administrative tasks, ever since. She draws on her experience from the Czech Post and her background in financial management to keep everything running smoothly. In her free time, she enjoys traveling with her two children and finds relaxation in working in her garden.

Markéta Svěráková
Markéta Svěráková
Analyst

Markéta started out in marketing, but then came maternity leave — and with it, total chaos. In an effort to hold on to the last bits of sanity, she turned to data. After all, numbers don’t yell, spill cereal into your keyboard, and at least they make some sense. She completed a data analytics course at Engeto Academy, where she bonded with SQL, Power BI, Excel, and Python, and started looking for patterns outside the bounds of children’s coloring books. Today, at MeasureDesign, she helps clients understand what their numbers are really saying.

Petra Súkeníková
Petra Súkeníková
Analyst

After finishing her studies in digital marketing, Péťa dived into the world of e-commerce. She was responsible for launching several new online stores and later managing their online marketing. Even during her studies, she was interested in web analytics and data work, and while working on e-shops, she wanted to deepen her knowledge in this field.

Klára Belzová
Klára Belzová
Analyst

Klára has been with the company since 2019. She focuses mainly on web analytics but is not afraid to dive into data work in BigQuery. What she enjoys most is guiding clients through the entire process — from defining their needs to implementing tracking and creating the final data visualizations. She gets an almost suspicious amount of joy from a clean and well-organized GTM container or a report full of useful data.