Cover art for podcast The Measure Pod

The Measure Pod

40 EpisodesProduced by MeasurelabWebsite

The digital analytics industry is full of acronyms and jargon that make it hard to get into, let alone know what's going on. Join Dan and Dara from Measurelab and the occasional guest on their quest to make sense of it all, and have some fun along the way.

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#39 Product analytics and CRAP Talks (with Bhavik Patel)

May 20th, 2022


This week Dan and Dara are joined by Bhavik Patel to talk about the differences and similarities between product and marketing analytics, CRAP Talks, and the concept of 'analytical debt'.

Find Bhav on his platform of …

#38 How do you measure the return on analytics?

May 13th, 2022


This week Dan and Dara discuss a listener submitted topic on how to measure the return on analytics. After arguing about the flawed premise of the quest, they explore different ways that analytics specialists and …

#37 How attribution works in Google Analytics 3 and 4

May 6th, 2022


This week Dan and Dara chat through how attribution works in Universal Analytics and Google Analytics 4, and the differences between them. They discuss the nuances and pain-points they have come up against, and what to …

#36 Events, events, events – explaining the various GA4 event types

April 29th, 2022


This week Dan and Dara chat through all of the event types Google Analytics 4 has to offer - from automatically collected, to enhanced measurement, …

#35 Is tracking too much a bad thing?

April 22nd, 2022


This week Dan and Dara chat about the troubles of tracking too much in Google Analytics, especially when you come to migrate everything from Universal Analytics to Google Analytics 4.

Not much to mention or link to in …

#34 MeasureFest and brightonSEO – April 2022 debrief (with Liam Grant and Matthew Hooson)

April 15th, 2022


This week Dan and Dara are joined by Liam Grant and Matthew Hooson to chat about their experiences at MeasureFest and brightonSEO. The pick out their favourite talk and the relevance and application in the analytics …

#33 What to do as the sun is setting on Universal Analytics

April 8th, 2022


This week Dan and Dara talk more about the announcement from Google on sunsetting Universal Analytics in 2023. They discuss what the timeframes really mean, and what you'd need to be doing at each stage.

The key …

#32 Measuring SEO (with Jenni Stacey)

March 25th, 2022


This week Dan and Dara are joined by Jenni Stacey to chat SEO measurement and how Google Analytics is (if at all) useful. Jenni shares how they work …

#31 The brightonSEO and MeasureFest story (with Kelvin Newman)

March 18th, 2022


This week Dan and Dara are joined by Kelvin Newman to chat all things brightonSEO and MeasureFest. Kelvin shares how they come about, what the future …

(BONUS pod) Google is sunsetting Universal Analytics!

March 16th, 2022


Dan and Dara react to the big news (bombshell) from Google about them sunsetting Universal Analytics in 2023.

The announcement from Google can be …

#30 Why use both GA and AA? (with Liam Galliers)

March 11th, 2022


This week Dan and Dara are joined by Liam Galliers to discuss why you'd have both Adobe Analytics and Google Analytics on your website. They chat about some of the differences and their strengths and weaknesses, and who …

#29 Can you track offline marketing in GA?

March 4th, 2022


This week Dan and Dara discuss the intricacies of measuring offline marketing activities in Google Analytics. What the various methods of doing are, and what to look out for when analysing the performance of the offline …

#28 The MeasureCamp story (with Peter O’Neill)

February 25th, 2022


This week Dan and Dara are joined by Peter O'Neill to talk about how he founded MeasureCamp and what the journey was like from the very first one, …

#27 Common Google Analytics mistakes to avoid

February 18th, 2022


This week Dan and Dara talk about common Google Analytics mistakes they see time and time again. From using UTMs incorrectly to having analytics siloed away from the rest of the business.

The GA4 BigQuery connector has …

#26 App attribution for dummies, and web analysts (with Derek Ooi)

February 11th, 2022


This week Dan and Dara are joined by Derek Ooi to talk about app attribution, and why an MMP is essential. They talk about why GA4 can't do it, and what you'd be missing if you don't invest in an MMP if you want to run …

#25 Dan and Dara’s analytics journey

February 4th, 2022


This week Dan and Dara take a walk down memory lane and chat about how they got into the weird and wonderful world of analytics.

Episode 4 - What …

#24 What will the role of GA be in the future?

January 28th, 2022


This week Dan and Dara discuss where they think the future of Google Analytics is heading. Spoiler alert - like it or not, it's all GA4.

The Google Analytics for Firebase upgrade to Google Analytics 4 has until the 15th …

#23 How to keep up with analytics

January 21st, 2022


This week Dan and Dara are back together for the first time in 2022 to discuss how they like to keep up to date with the analytics technology, …

#22 Data-driven attribution – the past, present and future (with Tom Woods)

January 14th, 2022


This week Dan is joined by Tom Woods to discuss all things data-driven attribution off the back of Google Analytics 4 launching DDA as their go-to model.

Check out Tom over on LinkedIn at

Check …

#21 GA4 features we need to see in 2022 (with George Mendham)

January 7th, 2022


This week Dan is joined by George Mendham to discuss what features Google Analytics 4 needs to reach parity with Universal Analytics (and surpass).

The main features we see GA4 needing are:
- Views (or a good enough …

#20 Why you should link GA4 to BigQuery today (with Lace-Chantelle Rogers)

December 10th, 2021


This week Dan and Dara are joined by Lace-Chantelle Rogers to discuss why it's important to link GA4 to BigQuery as soon as possible. They cover the …

#19 Sheets, the unsung hero of GA

December 3rd, 2021


This week Dan and Dara discuss the relevance of the Google Sheets connector for GA, and if GA4 not having one will be a bid deal or not. They get …

#18 What is analytics maturity today? (with Steen Rasmussen)

November 26th, 2021


This week Dan and Dara are joined by Steen Rasmussen from IIH Nordic to discuss how to approach and access analytics maturity in the modern era since COVID-19.

Check out IIH Nordic's 4-day work week over at

#17 Why you should be using Segments in Universal Analytics

November 19th, 2021


This week Dan and Dara discuss Segments in GA (Universal Analytics). It's a favourite topic for both of them, both having done their fair share over the years. They discuss some good use cases, lesser-known hacks and …

#16 The quantified self: Whoopcast (with Steven Elliott)

November 12th, 2021


This week Dan and Dara are joined by Steven Elliott, Measurelab's Commercial Director. Steve discusses how tracking as much data as possible about his body and exercise has enabled him to run experiments that have …

#15 When is GA not the answer?

November 5th, 2021


This week Dan and Dara discuss various situations when GA is not the answer. Whether it's navigating gaps in data collection, or forcing some types …

#14 How COVID-19 impacts data analysis (with Jake Birch)

October 29th, 2021


This week Dan and Dara are joined by Jake Birch. Jake is a Lead Analytics Consultant at Measurelab and has come on the pod to talk about how COVID-19 …

#13 Server-side GTM, what is it?

October 22nd, 2021


This week Dan and Dara talk about server-side GTM. It's recently come out of beta, so there's lots of attention on it at the moment, so they discuss what it is, why it's important and where it's going.

Check out the …

#12 Why impartiality is important in marketing analytics (with Mark Rochefort)

October 15th, 2021


This week Dan and Dara have their first guest Mark Rochefort, Technology and Operations Director at Measurelab. They discuss why being impartial is …

#11 Is this the end of real data in analytics?

October 8th, 2021


This week Dan and Dara discuss how the access to 'real' data in Google Analytics (UA and GA4) is becoming more limited due to technology and …

Measured Opinions #10: Better metrics for web measurement

September 24th, 2021


This week Dan and Dara dig deep into the ABCs of Google Analytics metrics. Defining what they actually mean (not what you may think they mean) and …

Measured Opinions #9: Is attribution modelling important?

September 17th, 2021


This week Dan and Dara chat attribution modelling and how/where/if/when it's useful and important to invest in.

Documentation on GA4 attribution …

Measured Opinions #8: The 15 minute GA audit

September 10th, 2021


This week Dan and Dara (literally) run through an audit for Universal Analytics properties in 15 minutes. They touch on many of the key areas that are commonly an issue when looking at GA and how to identify and fix …

Measured Opinions #7: The GA4 PIVOT framework

September 3rd, 2021


This week Dan and Dara discuss the PIVOT framework they've been working on to help people 'pivot' to GA4. Clever, very clever...

PIVOT stands for Plan, Implement, Validate, Onboard, Transform. See our blog for more …

Measured Opinions #6: Do you really need GA360?

August 27th, 2021


This week Dan and Dara discuss the questions you can ask yourself to see if you need to consider upgrading to Google Analytics 360 (GA360). They go through their considerations, as well as the differences between the …

Measured Opinions #5: What is a UTM and why is it so important?

August 20th, 2021


This week Dan and Dara discuss Google Analytics' infamous UTMs. They talk about what they are and why they're important in having good, reliable and clean data.

Google Analytics documentation on the Campaign Timeout can …

Measured Opinions #4: What makes a good analytics consultant?

August 13th, 2021


This week Dan and Dara discuss what makes a good analytics consultant. Since they both have been consultants for many years, and Measurelab is always …

Measured Opinions #3: What to know before you start with GA4

August 6th, 2021


This week Dan and Dara discuss the four things analytics practitioners should consider before rolling out Google Analytics 4 (GA4). Spoilers, it's …

Measured Opinions #2: Is the Session dead?

July 30th, 2021


This week Dan and Dara debate the usefulness of the Google Analytics (GA/GA4) Session, and try to see if there is an alternative. Or if one of them …

Measured Opinions #1: Why should I care about GA4?

July 22nd, 2021


This week Dan and Dara chat about the three key reasons they think we should care about GA4 right now.

Who'd have thought GA4 and Flimbos Quest could …

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