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Google Analytics 4 (GA4) is now the latest iteration of the popular web analytics platform. As users transition from Universal Analytics (UA) to GA4, it’s important to understand the key differences between the two regarding metrics and data collection methods. In this blog post, we’ll take a closer look at these differences to help you navigate the shift to GA4 and make more informed decisions based on your analytics data.

1. User Metrics:

UA focuses on Total Users, while GA4 emphasizes Active Users. Although both properties use the term “Users,” the calculations behind this metric differ. Comparing Total Users in both properties may provide more comparable results. Remember that different user-identity spaces and filters might impact these metrics as well.

2. Pageviews:

Pageviews should generally be similar between UA and GA4. However, factors like filters, app data management, and single-page application tracking may cause differences in pageview counts. Ensure you have the same filters in place for both properties and consider additional app traffic in GA4 when making comparisons.

3. Purchases:

Web purchase counts should closely match UA and GA4. To ensure accurate comparisons, maintain consistency in the transaction_id parameter and follow proper e-commerce implementation guidelines for both properties.

4. Sessions:

Session count differences may vary based on geography, UTM tagging, filters, and estimation methods. GA4 uses statistical estimates to count sessions, while UA does not. Understand these factors when comparing session counts between the two properties.

5. Conversions:

Comparing conversion counts can be challenging due to differences in goal types and conversion counting methods. UA supports various goal types, while GA4 only supports conversion events. To reduce discrepancies, update your GA4 conversion counting method setting to “Once per session” and be aware of the impact of filters on your data.

6. Bounce Rate:

GA4 provides a more useful way of measuring engagement compared to UA, considering the way websites and apps have evolved. Bounce rate, as calculated in GA4, better represents the level of customer engagement with your site or app.

7. Event Count:

It’s crucial to rethink your data collection approach regarding the GA4 model rather than attempting to directly port your existing event structure from UA. The event count comparison between the two properties may not be straightforward, especially in cases with multiple sign_up events.


Transitioning to Google Analytics 4 may seem daunting at first, but understanding the key differences between GA4 and Universal Analytics can help ease the process. By keeping these differences in mind and adapting your data collection approach to fit the GA4 model, you’ll be better equipped to make data-driven decisions for your business in the ever-evolving digital landscape.

Google Analytics 4 (GA4) has introduced new options for counting conversions, providing users with the flexibility to choose between counting conversions once per event or once per session. In this article, we will explore the differences between these methods and provide guidance on selecting the best approach for your unique needs.

Google Analytics 4 offers two distinct counting methods for conversion events:

1. Once per event (Recommended):
This method counts a conversion event each time it occurs. For example, if a user completes five conversions in one session, GA4 will count five conversions. This approach is recommended as it accurately represents user behavior on your site or app, allowing you to differentiate between sessions with multiple conversions and those with only one.

2. Once per session (Legacy):
This method counts a conversion event only once within a specific session. For example, if a user completes five conversions in one session, GA4 will count only one conversion. This method aligns with how Universal Analytics (UA) counts goals. Choose this option if you want your GA4 conversion count to closely resemble your UA conversion count. Otherwise, opt for the Once per event method.

Default Counting Method:
If you do not select a counting method, Google Analytics will apply a default method based on how the conversion events were created:

– Once per session is the default method for conversions created from Universal Analytics goals in an automatically created GA4 property or via the goals migration tool in the Setup Assistant after April 2023.
– Once per event is the default method for all other conversions.

Identifying the Counting Method for Each Conversion Event:
To determine the counting method used for each conversion event, visit the Conversion events table in Admin > Conversions. Conversions with an icon next to them use the Once per session method, while those without an icon use the Once per event method.

To change the counting method for a conversion event, follow these steps:

1. Open Google Analytics and click Admin.
2. Under the Property menu, click Conversions.
3. In the Conversion Events table, click the 3-dot icon More at the far right of a row.
4. Click Change counting method.
5. Select your preferred counting method. (Note: If you cannot select an option, you do not have the necessary permissions.)
6. Click Save.

You can change the counting method for any of your conversion actions at any time.

Important Note: Changing the counting method will only affect future conversions for a specific conversion event and will not retroactively apply to past data.

Meet Toolkit-AI – a powerful platform designed to simplify the generation and utilization of AI plugins. By providing a description of the intended functionality, you can effortlessly generate code for LangChain plugins, saving time and enhancing productivity. Explore the hosted version at for instant access to Toolkit’s robust features without installation. Simply impressive!

As a developer, I’ve been keeping a close eye on the AI-powered coding assistant battle between GitHub Copilot and Amazon CodeWhisperer. These tools have revolutionized the development process, making it more efficient and enjoyable. Let’s dive into the details of each and compare their pros and cons.

GitHub Copilot

  • Developed by GitHub and OpenAI, powered by OpenAI’s Codex model
  • Streamlined integration with major code editors
  • Optimized for seven major programming languages and supports many frameworks
  • A subscription-based model with a 60-day free trial, free for verified students and maintainers of popular open-source projects


  • Easy to use
  • Wide language and framework support
  • Large user base, over 1.2 million developers during the technical preview


  • Some concerns regarding privacy and data collection
  • May suggest insecure or outdated code patterns

Amazon CodeWhisperer

  • Developed by Amazon and trained on in-house and open-source code
  • Focused on first-class support for AWS APIs
  • Currently in preview and free to use during this period


  • Great for AWS development
  • Integrated vulnerability detection for Java and Python projects
  • Offers options for content sharing during the preview phase


  • Limited language and IDE support compared to Copilot
  • Still in preview, meaning the potential for bugs and instability

GitHub Copilot offers broader language and IDE support, and it’s been around longer, allowing for more refinement. However, if you work primarily with AWS, Amazon CodeWhisperer might be the better option due to its focus on AWS APIs and integrated vulnerability detection. As technology advances, AI-powered coding assistants like these will likely become must-have tools for developers.

When it comes to A/B testing, it’s essential to choose the right tool to help you optimize your website and improve your conversion rate. This article will compare four popular A/B testing services:,, AB Rocket, and ABlyft.

Convert is an all-in-one optimization platform that offers A/B testing, personalization, and web analytics tools. It’s designed to help businesses increase conversion rates and maximize ROI. Some of the key features of include:

  • Visual Editor:’s visual editor allows you to create and edit your website’s pages and content without any coding knowledge.
  • Real-time Reports: provides real-time reports that allow you to monitor your website’s performance and make data-driven decisions.
  • Advanced Targeting: With, you can target specific segments of your audience based on their location, behavior, and other factors.

Pricing:’s pricing starts at $99 per month for the A/B testing plan.

Pros: offers a wide range of features, including personalization and web analytics tools. Its visual editor is easy to use and requires no coding knowledge.

Cons: can be expensive for smaller businesses. Its pricing may be a barrier for those just starting with A/B testing.


VWO is a popular A/B testing and conversion optimization platform that allows businesses to test different versions of their website or app to see which version performs better. VWO offers a variety of testing options, including A/B testing, multivariate testing, and split URL testing. Some of VWO’s key features include its drag-and-drop editor, heatmaps, and session recordings. VWO also integrates with various third-party tools like Google Analytics and Optimizely. VWO offers a free trial, with pricing starting at $199/month for the standard plan.


  • User-friendly interface
  • Robust reporting and analytics
  • Wide range of testing options
  • Integration with third-party tools


  • It can be expensive for small businesses
  • Limited customization options


AB Rocket (

AB Rocket is a newer A/B testing tool that offers a streamlined testing experience. AB Rocket’s key features include its simple interface and its focus on speed. AB Rocket also provides various testing options, including A/B testing, split URL testing, and multivariate testing. Pricing for AB Rocket starts at $29/month for the basic plan.


  • Affordable pricing
  • User-friendly interface
  • Multiple testing options
  • Fast and easy to set up


  • Limited integrations with third-party tools
  • Fewer features than some other A/B testing platforms


Ablyft (

Ablyft is another A/B testing platform that makes testing simple and easy. Some of Ablyft’s key features include its drag-and-drop editor and its focus on providing actionable insights. Ablyft offers a variety of testing options, including A/B testing and split URL testing. Ablyft also offers a free trial, with pricing starting at $49/month for the basic plan.


  • Affordable pricing
  • User-friendly interface
  • Actionable insights
  • Drag-and-drop editor


  • Limited customization options
  • Fewer features than some other A/B testing platforms


Overall, each A/B testing platform has its strengths and weaknesses. VWO is a robust platform with a wide range of testing options, but it can be expensive for smaller businesses. AB Rocket and Ablyft offer more affordable pricing options but may have fewer features than other A/B testing platforms. Ultimately, the right platform for you will depend on your specific needs and budget.

Google Analytics 4 (GA4) offers advanced tracking capabilities for web analytics. If you already have a GA4 tracking setup on your website and want to move towards a server-side tracking model, it’s important to take certain steps to ensure a smooth transition. In this article, we’ll discuss how to set up dual-tagging for GA4 tracking, which involves duplicating existing tags to collect data for both client-side and server-side hits.

  1. Set Up a New GA4 Property for Server-Side Dispatch. Setting up a new GA4 property for server-side dispatch is important if you plan to move towards server-side tracking. This allows you to copy existing tags one by one until you have a dual-tagged GA4 setup on your website.
  2. Use Dual-Tagging for Parity Between Client-Side and Server-Side Measurement. Dual-tagging means duplicating your existing tagging to collect data to a GA4 property for client-side hits and to a GA4 property for server-side hits. This allows you to ensure that your server-side measurement is at parity with your client-side measurement.
  3. Modify Tags to Collect to the Server. If you intend to move all data collection to your server container, you need to wait until your server-side measurement is at parity with your client-side measurement. At that point, you can modify your tags to collect to the server and remove your dual-tagging setup in the process.
  4. Consider a Hybrid Collection Approach. You can also choose to collect some data directly from the browser to vendors and have some pass through the server container. This type of hybrid collection is very common and can be a useful approach for many websites.

By following these steps, you can ensure a smooth transition toward server-side tracking while maintaining the integrity of your existing GA4 tracking setup.

Setting up a server Google Tag Manager container can seem daunting at first, but it is a crucial step in utilizing server-side tagging. This article will walk you through the steps to set up a new server container.

Before you begin, make sure you have a Tag Manager account, a web container or Google tag as a data source, and a Google Analytics 4 property. It is also recommended to have a subdomain for your server environment.

The automatic provisioning setup is the easiest way to deploy a server container. Open Google Tag Manager and create a new container, selecting “Server” as the container type. Click “Automatically provision tagging server,” choose or create a billing account, and Google will deploy a tagging server onto App Engine with a testing configuration. The Default URL will be automatically generated, which you can check to see if your server works.

If you want more control over the deployment, you can use scripted deployment or manual deployment options. The scripted deployment requires running a shell script, while manual deployment allows you to deploy the Docker image in any Docker environment that allows public HTTP access. Keep in mind that these options can get very involved and may incur additional costs.

In conclusion, setting up a server Google Tag Manager container may take some effort, but it is a necessary step in utilizing server-side tagging. With the automatic provisioning setup, you can easily deploy a tagging server onto App Engine with a testing configuration. However, you can use the scripted or manual deployment options if you want more control over the deployment.

Ranking your website on Google search can seem like a daunting task, but with the right strategy and effort, it is achievable. In this article, we’ll walk you through the steps involved in starting to rank your website on Google search.

Step 1: Identify Your Keywords. The first step in ranking your website on Google search is to identify the keywords that you want to rank for. These are the phrases that people are searching for when they’re looking for products or services that you offer. You can use Google’s Keyword Planner or other keyword research tools to find keywords that are relevant to your business and have a high search volume.

Step 2: Optimize Your Website. Once you have identified your keywords, the next step is to optimize your website. This involves ensuring that your website’s content, structure, and meta tags are all optimized for your target keywords. Some important on-page optimization elements include keyword-rich title tags, meta descriptions, and header tags.

Step 3: Build Quality Backlinks. Backlinks are links from other websites to your website. Google sees these links as a vote of confidence in your website’s content and quality. The more high-quality backlinks you have, the more likely you are to rank higher on Google search. You can build backlinks by creating high-quality content, guest posting on other websites, and participating in online forums and communities.

Step 4: Create High-Quality Content. Creating high-quality content is key to ranking your website on Google search. This includes blog posts, articles, videos, and other types of content that are informative, engaging, and relevant to your target audience. By creating high-quality content, you can attract more visitors to your website, which can help to boost your search engine rankings.

Step 5: Monitor and Analyze Your Results. Finally, monitoring and analyzing your search engine rankings and traffic is important. By tracking your progress, you can identify what’s working well and what’s not and make adjustments to your strategy as needed. You can use tools like Google Analytics and Google Search Console to track your website’s performance on Google search and gain insights into how to improve your rankings. As part of the SmartMetrics SEO audit, we offer access to premium SEO tools that you can use to monitor and track your and your competitor’s metrics. You can learn more about our SEO services here.

Google Tag Manager (GTM) is a powerful tool that allows website owners to manage and deploy marketing and analytics tags on their websites without having to modify the website’s code. In this article, we’ll walk you through the steps to set up a new GTM container and add it to your website.

Step 1: First, sign up for Google Tag Manager. If you already have a Google account, simply go to the GTM website and sign in using your Google credentials. If you don’t have a Google account, you’ll need to create one first.

Step 2: Create a New Container Once you’re signed in to GTM, the next step is to create a new container. Click on the “Create Container” button and give your container a name. Choose the container type as “Web” and select the relevant country where your website is hosted.

Step 3: Install GTM on Your Website After creating the container, you’ll be presented with a GTM installation code. Copy and paste this code into your website’s header section, just above the closing </head> tag. This will install GTM on your website.

Step 4: If you’re planning on working with SmartMetrics analytics experts, please share access to your newly created GTM container. To add SmartMetrics support to a Tag Manager account:

  • Click Admin.
  • In the Account column, select User Management.
  • Click +.
  • Select Add new users.
  • Enter email
  • Set Account Permissions as Administrator
  • Click Invite.