News
5 causes of GA4 'Direct / (none)' traffic — diagnosis and fix guide
If GA4's 'Direct / (none)' exceeds 20%, you're in yellow territory. Over 40% and your ad analysis has collapsed. Five causes (utm loss, https→http transitions, in-app browsers, redirects, referrer policy) mapped from Google Analytics documentation and the W3C Referrer Policy spec — with diagnosis and fix priority.
The utm_source you should NOT use for Meta Ads — and why GA4 makes it disappear
Many operators set utm_source=meta for Meta Ads. But GA4's official 'Default Channel Group Source Categories' list includes facebook and fb — and does not include meta. That one line breaks your Paid Social roll-up. A recommended format derived from the official list.
GA4 e-commerce setup in 30 minutes — Shopify edition
Following GA4's official docs end to end is a half-day project. Narrow to Shopify, and it becomes a 30-minute checklist. Required items, ordering, verification steps, and common pitfalls — all covered.
71% of Japanese stores have GA4 installed. Only 11% actually use it.
Japanese market surveys show 71% GA4 adoption but just 11% reach report automation. A data-driven look at the gap between 'installed' and 'used' — and what it means for e-commerce operators.
GA4 isn't a revenue tool — the 'direct metric' e-commerce operators miss
Ever felt that GA4 doesn't show you which ads drove revenue? This article frames GA4's real purpose, the limits of CVR, and why e-commerce operators need a separate axis to see revenue directly.
The last-click trap distorting ad-budget decisions
Do you allocate ad budget on last-click alone? When last-click lies, the four attribution models, and how to match 'what do you want to know' to the right model — with a concrete numerical example.