Server-Side Tracking: When the Complexity Is Worth It
Server-side tracking pays off for high-volume e-commerce and lead-gen, and quietly drains budget for small content sites. Here is how to tell the difference.
Tracking Setup
Setting up tracking pixels, GTM, GA4, server-side tracking and more
How to Build a Tracking Plan for GA4 (With Template and Examples)
Every GA4 property I have audited that lacks a tracking plan has the same problems: duplicate events with different names, missing parameters, and reports that do not answer the one question the CMO actually asked. A tracking plan prevents all of this. A tracking plan (sometimes called a measurement plan or analytics brief) is a … Read more
UTM Parameters: The Complete Guide to Campaign Tracking
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
Google Tag Manager: What It Is and How to Set It Up
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
GA4 Event Tracking: Complete Setup Guide
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