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I was asked recently to take a closer look at the data for a website in Google Analytics 4 (GA4).
This was for “Measurement Queen” Katie Delahaye Paine, a pioneer with over 30 years of experience in communications research and measurement, who now feels like she is flying blind.
From looking at her data in GA4, it turns out that 86% of the new users who visited her website over the last 28 days came from the “direct” channel.
That means the author of Measure What Matters can’t identify the sources of the vast majority of her website’s…
