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We're all familiar with what eating means in our day-to-day lives, but what does EEAT have to do with SEO...?

Calculated Metrics in GA4 are nothing new – they existed in Universal Analytics too – but they are one of the most under-utilised features. Although you only get five Calculated Metrics in a free property, they are a hugely powerful in making Google Analytics more actionable, particularly for Ecommerce brands.