What Is Google Tag Manager? Google Tag Manager (GTM) is a free tool that lets you add and manage tracking codes — called tags — on your website without editing the source code. Instead of asking a developer to hardcode every pixel, analytics snippet, or conversion tag, you install GTM once and manage everything through … Read more
What Is A/B Testing? A/B testing (also called split testing) is a method of comparing two versions of a webpage, email, ad, or any digital experience to determine which one performs better. You show version A (the control) to one group of users and version B (the variation) to another, then measure which version produces … Read more
Why Attribution Models Matter A customer sees your Facebook ad, clicks a Google search result a week later, then converts through an email link. Which channel gets credit? The answer depends on your attribution model — the ruleset that assigns conversion credit to marketing touchpoints. Get attribution wrong, and you’ll cut budgets from channels that … Read more
The GA4 Event Model: A Mental Shift If you’re coming from Universal Analytics, GA4’s event-based model requires a mindset change. In UA, you had sessions, pageviews, and events as separate concepts. In GA4, everything is an event. A page view? That’s a page_view event. A scroll? scroll event. A purchase? purchase event. This unified model … Read more
