Analytics & Tracking Blog
Expert guides on GTM, GA4, conversion tracking, server-side tagging, and data-driven marketing.
Migrating to a New Data Layer Structure: A Practical Guide
Legacy data layers often accumulate technical debt — wrong field names, inconsistent structure, missing events. This guide covers how to migrate to a clean data layer without losing historical data.
Writing Data Layer Documentation Your Developers Will Actually Use
Poor data layer documentation is the most common reason implementations fail. This guide covers what good data layer documentation includes and how to structure it for development teams.
Data Layer vs Direct GTM Variables: When to Use Each
GTM can read data from the data layer, from DOM elements, from JavaScript variables, and from cookies. This guide explains when to use each approach and why the data layer is usually preferred.
Data Layer Audit: How to QA Your GTM Implementation
A data layer audit catches missing events, wrong field names, incorrect values, and duplicate pushes before they corrupt your analytics data. This guide covers the complete QA process.
B2B Website Data Layer Tracking: What to Track and How
B2B websites do not have purchases to track. Instead, the data layer captures intent signals — content downloads, pricing page views, demo requests, and return visit patterns.
Order Confirmation Page Data Layer: Getting Purchase Tracking Right
The order confirmation page is the most important tracking point in ecommerce. This guide covers the complete data layer structure for purchase events and common mistakes to avoid.
Scroll Depth and Video Engagement Tracking with the Data Layer
GA4 has built-in scroll and video tracking, but they miss context. Custom data layer events for scroll depth and video engagement provide richer analytics for content optimisation.
Form Tracking via Data Layer Events in GTM
Tracking form interactions and submissions via GTM data layer events gives you reliable, context-rich lead data. This guide covers the implementation pattern for any form type.
Tracking Item Lists in GA4: Category Pages and Search Results
GA4's item list tracking (view_item_list and select_item events) measures product discovery on category pages and search results. This guide covers the data layer implementation.
Consent Signals in the GTM Data Layer
GTM Consent Mode v2 uses data layer signals to adjust tracking behaviour based on user consent. This guide explains how to integrate your CMP with the GTM data layer for GDPR compliance.
GTM Data Layer on WordPress, Shopify, and Webflow
Implementing GTM data layer varies significantly by platform. WordPress, Shopify, and Webflow each have different methods for pushing server-side data to the client-side data layer.
User ID and User Properties in the GTM Data Layer
Passing user ID and user properties through the data layer unlocks cross-session user analysis in GA4. This guide covers the correct implementation pattern and privacy considerations.