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Aligning experiment design with GA4: primary metrics and key events, variant tracking, consent gaps, session vs assignment splits, and attribution pitfalls when comparing test results to analytics reports.
Cross-channel measurement across paid search, organic search, GA4, consent, attribution, landing-page quality, and linked Google platforms.
Event scope, cardinality controls, Measurement Protocol pitfalls, integrations with Ads, anomaly context, Exploration limits, subdomain vs cross-domain tagging nuance.
Event-centric model fundamentals: streams, parameters, conversions vs UA mental model, debugging basics, retention & reporting surfaces at a practitioner level.
Server-tagging contours, Signals / Ads data export governance, probabilistic attribution literacy, anomaly science, warehouse join integrity, CMP edge cases.
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