Setting up tracking pixels, GTM, GA4, server-side tracking and more
What Are UTM Parameters? UTM parameters (Urchin Tracking Module) are short text tags you append to the end of a URL. When someone clicks that tagged link, your analytics tool — whether it’s GA4, Adobe Analytics, or anything else — reads those tags and records exactly where that visitor came from, which campaign sent them, … 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
