Analytics & Tracking Blog
Expert guides on GTM, GA4, conversion tracking, server-side tagging, and data-driven marketing.
Shopify Ecommerce Tracking: Native Integration vs Custom Pixel vs GTM
Shopify offers multiple paths for GA4 ecommerce tracking. This comparison covers the native GA4 channel integration, Shopify Customer Events (custom pixels), and GTM implementation.
Refund Tracking in GA4: Keeping Revenue Data Honest
Without refund tracking, your GA4 revenue data overstates actual revenue. Learn how to implement the GA4 refund event for partial and full refunds to keep your analytics honest.
How to Track Promotions and Internal Campaigns in Your Store
GA4 supports promotion tracking for banners, pop-ups, and internal campaigns. Learn how to implement view_promotion and select_promotion to measure internal marketing effectiveness.
Checkout Funnel Tracking: begin_checkout, add_shipping_info, add_payment_info
Detailed guide to implementing GA4 checkout funnel events — begin_checkout, add_shipping_info, and add_payment_info — with data layer code and GTM configuration.
Cart Abandonment Tracking: Events You Need to Measure Funnel Drop-Off
Cart abandonment is the largest recovery opportunity in ecommerce. Learn which GA4 events to implement to measure abandonment at each stage and how to use the data.
How to Track Product Impressions and List Performance in GA4
GA4 list performance tracking shows which product lists drive the most product views and purchases. Learn how to implement view_item_list and select_item for list attribution.
The Complete GA4 Ecommerce Data Layer Specification (With Code Examples)
The technical reference for GA4 ecommerce data layer implementation — every event with required and recommended parameters, data types, and code examples.
Ecommerce Event Tracking 101: From view_item to purchase
A complete beginner's guide to GA4 ecommerce event tracking — what each event means, why it matters, and how to implement the full purchase funnel correctly.
How Often Should You Audit Your GA4 Setup? A Maintenance Calendar
GA4 configurations drift over time. This maintenance calendar outlines what to check monthly, quarterly, and annually to keep your GA4 data quality high.
GA4 vs Alternative Analytics Platforms: An Honest Comparison
GA4 is the default choice but not the only option. This honest comparison covers GA4 vs Matomo, Plausible, Mixpanel, and Heap — for different business needs and privacy requirements.
Predictive Metrics in GA4: Purchase Probability and Churn Probability
GA4's predictive metrics use machine learning to predict which users are likely to purchase or churn. Learn how they work and how to use them for audience building and bidding.
GA4 Landing Page Reports: How to Analyse and Act on Them
GA4's landing page report shows which pages users enter your site from. Learn how to read the report, segment it by channel, and use the data to improve landing page performance.