Analytics Unpacked
@analyticsunpacked.bsky.social
Insight and honesty about Google Analytics. Occasional forays into movies and combating climate change. Posts by James (he/him).
https://www.analyticsunpacked.com?utm_medium=social&utm_source=bluesky&utm_campaign=profile
https://www.analyticsunpacked.com?utm_medium=social&utm_source=bluesky&utm_campaign=profile
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New blog: In Google Analytics, is Organic Social traffic healthy?
www.analyticsunpacked.com/2025/09/is-o...
www.analyticsunpacked.com/2025/09/is-o...
In Google Analytics 'Event count' is misleading. Here's why: www.analyticsunpacked.com/2024/09/what...
What does event count mean in Google Analytics?
Insight and grumbles about Google Analytics
www.analyticsunpacked.com
February 5, 2026 at 4:07 PM
In Google Analytics 'Event count' is misleading. Here's why: www.analyticsunpacked.com/2024/09/what...
It bothers me that Google Analytics says 'source / medium' when talking about traffic sources. Given that medium is broader, wouldn't 'medium / source' make more sense?
February 5, 2026 at 1:07 PM
It bothers me that Google Analytics says 'source / medium' when talking about traffic sources. Given that medium is broader, wouldn't 'medium / source' make more sense?
Reposted by Analytics Unpacked
Peter Mandelbrot. It’s just infinite scandals the more you zoom in.
February 4, 2026 at 8:27 PM
Peter Mandelbrot. It’s just infinite scandals the more you zoom in.
Reposted by Analytics Unpacked
Love a stat:
Trump is mentioned more times in The Epstein Files than:
- Jesus is in The Bible
- Harry Potter is mentioned in *all* of the Harry Potter books.
Trump is mentioned more times in The Epstein Files than:
- Jesus is in The Bible
- Harry Potter is mentioned in *all* of the Harry Potter books.
February 5, 2026 at 7:58 AM
Love a stat:
Trump is mentioned more times in The Epstein Files than:
- Jesus is in The Bible
- Harry Potter is mentioned in *all* of the Harry Potter books.
Trump is mentioned more times in The Epstein Files than:
- Jesus is in The Bible
- Harry Potter is mentioned in *all* of the Harry Potter books.
Began my week listening to @therestpolitics.bsky.social. One thing they do well is listening to their listeners, and it takes the episodes into valuable areas that receive less publicity.
Thursday's episode was a tough listen, other days it's been fascinating.
Thursday's episode was a tough listen, other days it's been fascinating.
February 2, 2026 at 9:45 AM
Began my week listening to @therestpolitics.bsky.social. One thing they do well is listening to their listeners, and it takes the episodes into valuable areas that receive less publicity.
Thursday's episode was a tough listen, other days it's been fascinating.
Thursday's episode was a tough listen, other days it's been fascinating.
Well worth a read ⬇️
Your Google Analytics (GA4) is lying about your organic traffic – and it’s been doing it for ages
Your Google Analytics (GA4) Is Lying About Your Organic Traffic - And It's Been Doing It For Ages
I've had a nagging feeling about GA4's "Direct" traffic for a long time - probably from its introduction. Something's been off, and I couldn't quite put my
f.mtr.cool
January 28, 2026 at 8:50 AM
Well worth a read ⬇️
Why is my website black? A compromise made in pursuit of a low-carbon approach. More here: www.analyticsunpacked.com/2024/06/carb...
Carbon emissions of this website
Insight and grumbles about Google Analytics
www.analyticsunpacked.com
January 28, 2026 at 8:01 AM
Why is my website black? A compromise made in pursuit of a low-carbon approach. More here: www.analyticsunpacked.com/2024/06/carb...
A Google Ads campaign I'm running has disappointing conversion numbers. Time to examine the Google Analytics data and see how I might change course.
January 27, 2026 at 8:07 AM
A Google Ads campaign I'm running has disappointing conversion numbers. Time to examine the Google Analytics data and see how I might change course.
20 ways to use Google Analytics: 5. Check the most popular devices amongst your users. Test your website using those (A service like LambdaTest can help with this) . Does all the functionality work? Does anything look broken?
January 22, 2026 at 1:03 PM
20 ways to use Google Analytics: 5. Check the most popular devices amongst your users. Test your website using those (A service like LambdaTest can help with this) . Does all the functionality work? Does anything look broken?
Reposted by Analytics Unpacked
“One mile on a bike is a $.42 economic gain to society, one mile driving is a $.20 loss.”
“Which means that Copenhagen, a city of 1.2 million people, saves $357 million a year on health costs because something like 80% of its population commutes by bike.” #CityMakingMath
Some costs aren’t costs.
“Which means that Copenhagen, a city of 1.2 million people, saves $357 million a year on health costs because something like 80% of its population commutes by bike.” #CityMakingMath
Some costs aren’t costs.
One mile on a bike is a $.42 economic gain to society, one mile driving is a $.20 loss
Copenhagen, the bicycle-friendliest place on the planet, publishes a biannual Bicycle Account, and buried in its pages is a rather astonishing fact.
grist.org
January 21, 2026 at 9:07 AM
“One mile on a bike is a $.42 economic gain to society, one mile driving is a $.20 loss.”
“Which means that Copenhagen, a city of 1.2 million people, saves $357 million a year on health costs because something like 80% of its population commutes by bike.” #CityMakingMath
Some costs aren’t costs.
“Which means that Copenhagen, a city of 1.2 million people, saves $357 million a year on health costs because something like 80% of its population commutes by bike.” #CityMakingMath
Some costs aren’t costs.
Has anyone noticed this weird new behaviour in Windows? When you switch on the laptop, Edge fires up with the tabs you last had open in Chrome.
January 20, 2026 at 1:07 PM
Has anyone noticed this weird new behaviour in Windows? When you switch on the laptop, Edge fires up with the tabs you last had open in Chrome.
20 ways to use Google Analytics: 4. Check the countries your users come from. Does the data make you reconsider your forms, or your payment options?
January 20, 2026 at 8:07 AM
20 ways to use Google Analytics: 4. Check the countries your users come from. Does the data make you reconsider your forms, or your payment options?
Tip: Make sure Google Analytics data retention is set to 14 months rather than two.
Go to: Admin -> Property settings -> Data collection and modification -> Data retention
Go to: Admin -> Property settings -> Data collection and modification -> Data retention
January 14, 2026 at 4:07 PM
Tip: Make sure Google Analytics data retention is set to 14 months rather than two.
Go to: Admin -> Property settings -> Data collection and modification -> Data retention
Go to: Admin -> Property settings -> Data collection and modification -> Data retention
In 2025, I spent a chunk of time getting to know Google Ads. There's a lot to learn, particularly if your budget is low and you can't rely on smart bidding.
It seems powerful though. I like the ability to target ads geographically.
It seems powerful though. I like the ability to target ads geographically.
January 12, 2026 at 8:01 AM
In 2025, I spent a chunk of time getting to know Google Ads. There's a lot to learn, particularly if your budget is low and you can't rely on smart bidding.
It seems powerful though. I like the ability to target ads geographically.
It seems powerful though. I like the ability to target ads geographically.
If you're a new website owner, you should know that December is often an unusual month. It's best not to compare stats to November. Look at the previous December instead.
January 7, 2026 at 1:07 PM
If you're a new website owner, you should know that December is often an unusual month. It's best not to compare stats to November. Look at the previous December instead.
This is fascinating and original.
January 4, 2026 at 10:27 AM
This is fascinating and original.
I think it's Friday. Is it Friday? 😂
January 2, 2026 at 8:58 AM
I think it's Friday. Is it Friday? 😂
Reposted by Analytics Unpacked
LOVE this graphic, & the article it accompanies.
Remember this one? “Humans aren’t very efficient movers—until you put us on a bicycle, when we become some of the most energy-efficient land travelers in the animal kingdom.” Proven science via Scientific American @sciam.bsky.social #CityMakingMath
The Most Efficient Traveler Isn’t a Bird or a Fish—It’s You on a Bike
A famous graphic, now updated, compares locomotion in the animal kingdom
www.scientificamerican.com
December 31, 2025 at 2:08 AM
LOVE this graphic, & the article it accompanies.
Happy Christmas to the folks who celebrate. May you get a chance to relax, whatever that looks like. I'm going to eat a lot of cake.
December 23, 2025 at 10:28 AM
Happy Christmas to the folks who celebrate. May you get a chance to relax, whatever that looks like. I'm going to eat a lot of cake.
Reposted by Analytics Unpacked
Commuting by bicycle in Belgium pays off as employees earn compensation for every km they ride. 1 in 6 employees commute by bike and get a bicycle allowance of €0.28/km. People cycling to work in 2024 earned an average of around €460 net per year (some as high as €810), up 20% over the past year.
Belgian commutes pay off: Employees earn up to €810 for cycling to work
One in five people in Flanders commuted by bike and received compensation last year, but this figure is significantly lower in Brussels and Wallonia.
www.brusselstimes.com
December 17, 2025 at 4:41 AM
Commuting by bicycle in Belgium pays off as employees earn compensation for every km they ride. 1 in 6 employees commute by bike and get a bicycle allowance of €0.28/km. People cycling to work in 2024 earned an average of around €460 net per year (some as high as €810), up 20% over the past year.
My most popular post in Q4* this year:
What does 'Email' mean in Google Analytics, and why are those numbers so small?
www.analyticsunpacked.com/2025/01/what...
What does 'Email' mean in Google Analytics, and why are those numbers so small?
www.analyticsunpacked.com/2025/01/what...
What does 'Email' mean in Google Analytics, and why are those numbers so small?
Insight and grumbles about Google Analytics
www.analyticsunpacked.com
December 18, 2025 at 8:07 AM
My most popular post in Q4* this year:
What does 'Email' mean in Google Analytics, and why are those numbers so small?
www.analyticsunpacked.com/2025/01/what...
What does 'Email' mean in Google Analytics, and why are those numbers so small?
www.analyticsunpacked.com/2025/01/what...
Me to family and friends every, single, week: "The problem is that you assumed the AI summary was true".
December 17, 2025 at 1:07 PM
Me to family and friends every, single, week: "The problem is that you assumed the AI summary was true".
QR codes are commonplace these days. However, I think it's worthwhile listing a shortened link as well on print materials. What if a user's phone is playing up, or the lighting is too weak?
December 10, 2025 at 4:07 PM
QR codes are commonplace these days. However, I think it's worthwhile listing a shortened link as well on print materials. What if a user's phone is playing up, or the lighting is too weak?
Bot visits from China and Singapore continue to show up in my Google Analytics reports. In November, 48% of my active users came from China and 39% from Singapore. I'm using explorations in my workflow to strip these out of reports.
December 9, 2025 at 8:07 AM
Bot visits from China and Singapore continue to show up in my Google Analytics reports. In November, 48% of my active users came from China and 39% from Singapore. I'm using explorations in my workflow to strip these out of reports.