Third-party cookies are going away. Safari killed them years ago with Intelligent Tracking Prevention. Firefox followed with Enhanced Tracking Protection. Chrome has been winding down support through its Privacy Sandbox initiative. The result: the tracking infrastructure most marketing teams built over the past decade is breaking down. In my experience working with dozens of marketing … Read more
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
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
