Understanding the causes of data discrepancies in Google Analytics 4 (GA4): The impact of event setup variations

Data discrepancies in Google Analytics 4 (GA4)Understanding how events are set up in Google Analytics 4 (GA4) is crucial, as it directly impacts the accuracy and consistency of the data you collect. Different setups can lead to discrepancies in results, and here’s why:

1. Event Naming and Configuration:

Inconsistency in Naming: In GA4, the naming of events is flexible, allowing for customized names. If similar events are named differently across various sections of a website or in different campaigns (e.g., “purchase” vs. “buy_now”), it leads to fragmented data, making it difficult to analyze overall user behavior.

Event Parameters: Events in GA4 can carry additional information through parameters. If parameters are not consistently set up (e.g., some “purchase” events carry price information while others don’t), this can lead to incomplete data and discrepancies in reporting.

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9 Online Marketing Strategies You Can Use Right Now To Get Your Business Found In More Searches

Online marketing is constantly changing, and things won’t slow down in 2021. As you plan for a new year, it’s necessary to know what works and what doesn’t. While some strategies are essentially timeless, some current trends are important to understand and implement right now.

The following is a guide to help you develop a 2021 online marketing strategy to get your business found in more searches.

1. Develop Content That’s Rich and Fresh

develop strong website content
Image via HalGatewood.com via Unsplash.

Content is still just as important as it’s ever been if you want to rank in search engines. However, it’s all about the quality over the quantity of content and keywords. Google appreciates readable content that people find easy to digest. It won’t matter how many keywords you add or the number of H tags, links, images, and videos you embed within – Google won’t reward old-school Search Engine Optimization (SEO) practices.

Keywords are still important, but they aren’t the basis for your content the way they used to be. First and foremost, write for readers, not Google. If you can write engaging content that people actively read and are willing to share, this could signal to Google that the content is worth ranking over competitors.

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How Does a Microbrewery Survive Social Distancing?

Our business is flanked by two microbreweries, literally.

When we walk out our front door there’s Dovetail Brewery, and out our back door is Begyle Brewing. Both are great establishments offering some of the best beers in Chicago.

Yesterday, we learned that Illinois Governor JB Pritzker ordered that all bars and restaurants in Illinois must close their doors to dine-in customers from the end of business Monday, March 15 through March 30, due to concerns about the spread of COVID-19.

The first thing we thought was selfish, as in… “There goes 15 happy hours.”

But then we began to wonder about the microbrewery businesses. Can they survive being shuttered for 15 days? What happens if the Governor’s order is extended beyond 15 days?

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Local SEO Processes

Founder and Managing Partner of SearchLab Chicago, Mark Bealin gave the following presentation at State of Search 2019 in Dallas Texas.

Click on the image below to view, print or download the “Local SEO Processes” presentation:

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Top 10 SEO Trends For Google in 2020

2019 was a big year for SEO.

Search engines have become smarter and smarter. 2019 saw numerous Google algorithm changes—from sweeping core updates that benefited expert, authoritative, and trustworthy content, to diversity updates that reduced the same domain appearing multiple times in the search results.

Even more? 

In late 2019, Google released BERT, or the search engine’s neural network-based mechanism for understanding the “nuance” and “context” of a user’s query. Now, Google can piece together context clues to generate results almost at the level of human speech. Big deal, right?

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SearchLab Client Survey Results and Improved Reporting

In May and June of 2019, SearchLab conducted a survey of our clients to find out how we could improve our monthly reporting.

We are grateful for the responses and excited about some changes that will be coming to future reports.

We Are Addressing Two Specific Areas

  1. The previous reports included many graphs and charts, which were hard for many of our clients to understand. There was not enough of a description of what we were measuring and how it benefits the client.For instance, one survey respondent said, “I really think a brief key that would identify what your acronyms mean [would be beneficial]. A clear statement at the start of each segment area explaining why it is important and exactly what it is measuring would be a huge help.”
  2. Clients expressed a desire for greater transparency in our reporting, including reports containing wording that explains specifically what was done in the prior month, how the campaign has improved and what challenges we are facing.
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When Was Your Last Website CheckUp? – Business Minute Clinic #05 [EVENT]

When Was Your Last Website Checkup?

A high performing business website can be the difference between thriving and barely getting by.

For small business owners, the stress of managing payroll, working with customers and day-to-day stresses that come from running a business leaves little time for a website checkup.

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Building It To Scale: Growing a SMB At Every Level – Business Minute Clinic #04 [EVENT]

Creating a scalable business is much more than just getting it off the ground.

No matter where your entrepreneurial journey began, there are some fundamental pieces that can be the determinate between having a thriving business, or a very expensive and low paying job.

So often business owners begin their journey with powerful visions for how to apply their skill, trade or product to a growing market and are so quickly overwhelmed with the deadly three:

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From First Glance to Closed Sale – Business MinuteClinic #03 [EVENT]


Creating ROI in your Digital Marketing process is more than just getting the clicks.

This complicated equation needs to add the right amounts of SEO, Customer Experience, Brand Congruity and Sales Process.

Sound overwhelming? It can be, especially if you don’t have a strictly ‘click to buy’ product or service.Join 4 industry leaders as they shed light on how these critical components of your marketing/sales process impact your revenue and how you can maximize their impact for more sales!

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Is Your Social Media Making You Sick? Business MinuteClinic #02 [EVENT]

Social Media Sickness Got You Down?

With the breakneck speed of changes in algorithms, social media news and how it impacts the business world how does anyone have enough energy to keep up? Because Social Media, SEO, Paid Searches and Content all rely on each other having a clear view of the ever-changing scene is critical. This will be a panel discussion with plenty of time for Q&A so that you can get what YOUR business needs!

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