Webinar recording with practical recommendations for evaluating campaigns in GA4 for Black Friday and Christmas. Hosted with Marek Čech for Shoptet.
The main topic was campaign evaluation in GA4. We went over campaign tagging, including the new UTM parameters that weren’t available in GA3 (starting at 4:04). We also focused on which dimensions (similar to GA3’s source/medium) to use for evaluation and in what context, since GA4 offers many new dimensions compared to GA3, and users often find it difficult to navigate them (starting at 9:03).
A significant part of the webinar was dedicated to proper campaign evaluation — not just using last click, but also looking at a longer time frame (starting at 14:21). Unfortunately, the current reality is that if you're a small online store without enough conversions to support the data-driven model, GA4 only offers last click attribution in the interface. The other attribution models have been removed, meaning you can forget about doing any more complex retrospective evaluation.
Personally, I find this a bit unfair — GA4 is essentially saying: either you have enough conversions and trust the data-driven model (which, for 99% of users, is a black box that outputs something), or you're out of luck.
In the next part of the webinar, Marek demonstrated funnel reports (42:47) and answered questions on a number of practical issues, including not set, tracking across domains and subdomains, cancellations in GA4/Ads, and more.
The webinar is available on YouTube (link).
How do you get data from multiple ad platforms into a single data warehouse, typically BigQuery? We’ll walk through the core architecture and key decisions before you start exporting data from Google Ads, Meta Ads, Sklik, and other platforms.
Part 3 of our first-party data series gets technical again – we'll show you how to check that data is correctly reaching each system and doing what it should. We'll look at outgoing hits in DevTools and at checks directly in the ad platforms.
A detailed guide to sessionizing the GA4 BigQuery export — from identifying sessions and reliably ordering events to two attribution models (First Event Available and Session Start), their limitations, and validating agreement between them.
Take a look at our ClickUp backup solution. Automated exports, a GitHub repository, and a practical guide to keeping your company data under control.
Learn how to deploy server-side tracking on Google Cloud Run. Compare Stape vs Cloud Run, configure load balancers, choose billing types, and test your setup.
Complete technical guide to collecting first-party data via dataLayer, normalizing, hashing, and sending through server-side GTM to Google Ads and Meta.
Testing ClickUp MCP: hands-on experience with AI-powered automation, security concerns with access tokens, practical limitations, and who should use it.
Learn how first-party data improves campaign performance, measurement accuracy, and cross-device tracking. Discover practical ways to collect and use it.
Learn how we migrated 250 media tags (Facebook, Google Ads, Sklik, Bing) to server-side GTM. Practical tips, templates, and lessons learned.
Workshops on advanced digital analytics: BigQuery, cookieless tracking, consent, attribution, and building data warehouses for reporting and activation.
Why analytics is an excellent career for women, including those returning from maternity leave. A personal story about transitioning into data analytics.
Learn how to transfer historical GA4 data between BigQuery projects using Data Transfer Service. Step-by-step guide for dataset migration and billing.
A look back at Reshoper - advising e-shop owners on tracking and measurement, plus a roundtable on marketing automation with insights on self-hosted N8N.
From Idea to App in 48 Hours 🚀 Building AI-powered apps at #HackYourWeekend using Claude Code, tracking with BigQuery, and lessons from team development.
Recap of MeasureCamp Brno 2025: server-side tracking insights, legal tracking without consent, and Women in Analytics session by MeasureDesign team.
Recap of PPC Camp: my presentation on legally measuring data without user consent - cookieless tracking, sGTM, BigQuery, Facebook conversions, and Advanced Consent Mode risks.
Ready-to-use BigQuery SQL script to calculate Easter dates (2024-2100) using Computus algorithm. Perfect for filtering GA4 data and analyzing seasonal trends.
GA4 + BigQuery in practice: connecting analytics, CRM & media data, real-world use cases from IKEA, Shoptet, McDonald's & Česká spořitelna, and what it unlocks for marketing.
80-minute podcast with Vašek Jelen on GA4, server-side tracking, BigQuery, and connecting customer data with campaign performance for e-commerce.
Vašek and Anička presented at MeasureCamp Prague on using Google Ads export in BigQuery, combining it with GA4 and CRM data to solve attribution issues.
Learn how to extend GA4 data retention from 2 to 14 months. Understand what retention affects, how to change settings, and what happens after data expires.
MeasureDesign led a Google Analytics 4 workshop for Tereza non-profit, focusing on practical data use for their Učíme se venku program.
At the Reshoper conference, I had the opportunity to give a talk where I summarized new opportunities for e-commerce analytics.
Workshop on working with GA4 data in BigQuery and Google Cloud. Learn to move beyond the GA4 interface and unlock the potential of raw GA4 data.
Vojta works at MeasureDesign on developing technical and data solutions that are not only functional, but also practical and easy to use. He enjoys combining web development, automation, and data work to create solutions that make sense both from the user’s perspective and in terms of the technical foundations behind them. What he finds most rewarding is turning a more complex problem into a clean and reliable solution.
Jirka has been working in marketing for over 10 years, and if there is anything he enjoys more than numbers themselves, it is connecting them. He loves mathematics and data analytics, and thanks to his interest in exploring source code, he can easily communicate with developers in their own language. At MeasureDesign, he specializes in connecting new data sources - building custom connectors in Python, testing data quality, and exploring which data combinations make the most sense from a business perspective. He is completely at home in Looker Studio and also has extensive experience evaluating PPC campaign performance.
Lenka joined MeasureDesign at the end of 2025, bringing extensive experience from PPC marketing, where she spent many years working with Google Ads, Meta Ads, and other advertising platforms. While managing campaigns, she repeatedly ran into the same issue - poorly set up or insufficient web analytics, which made effective optimization nearly impossible. This challenge initially led her to analytics out of necessity, but over time she discovered that she enjoyed it even more than advertising itself. Today, she focuses primarily on implementing web analytics and data solutions that provide companies with high-quality, reliable data for strategic decision-making and performance marketing. She continues to work on selected PPC projects as well - not only because she still enjoys them, but mainly to stay closely connected to the reality of media platforms and the real needs of clients.
Marťa helps integrate AI into everyday work—making it faster, more efficient, and accessible to every team member. What excites her most is finding practical ways to use AI and turning new technologies into useful tools.
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. Anička was a member of our team until 2026.
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 has been working in digital analytics for over 15 years — from setting up tracking to data storage, visualization, and interpretation. He helps companies keep their data in order 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 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 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.
She joined MeasureDesign in 2023, specialising in measurement implementation and reporting. Her favourite moment is when, after all the setup and testing, the first data finally starts flowing in. Her biggest challenge? The unexpected (and often undocumented) changes from Google – those are the times when every analyst turns into a paranormal behaviour expert. 👻 She was a member of our team until summer 2026.
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.
