Cilantrobyte.

Tech Stacks · Marketing

Google Analytics

The default product-analytics layer. Still, despite itself.

Category

Marketing

At the studio

Since 2019

Projects shipped

Numerous

Status

Active

(01) Our take

Google Analytics 4 has a reputation problem — the migration off Universal Analytics was painful, the query model is unfamiliar, and the default reports often obscure more than they reveal. But it's still the most-asked-for analytics tool on our engagements, and we implement it competently when clients want it.

We treat GA4 as one input, not the source of truth. For product-critical metrics — activation, retention, funnel health — we usually stand up a product-analytics tool (PostHog, Mixpanel, or custom event pipelines into a warehouse) and let GA4 handle the marketing-attribution side. That split keeps each tool doing what it's actually good at.

(02) What we build with it

Typical work

  • GA4 implementation with Google Tag Manager
  • Event taxonomy design and dataLayer architecture
  • Cross-domain tracking for multi-site businesses
  • Migration from Universal Analytics to GA4

(03) How we engage

Engagement shape

Usually bundled with a web engagement. Standalone implementation audits run 1–3 weeks.

(04) Pairs with

Works well with

Technologies we reach for alongside Google Analytics in most engagements.

Marketing

Google Ads

The tracking and integration work behind the campaigns.

Marketing

Meta Ads

Facebook, Instagram, and the Conversions API plumbing.

Frontend

Next.js

The default for serious React applications.

Commerce

Shopify

The fastest path to selling things online. Still.

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