Analytics & Tracking Blog
Expert guides on GTM, GA4, conversion tracking, server-side tagging, and data-driven marketing.
GA4 Events Explained: Automatic, Enhanced Measurement, Recommended, and Custom
GA4 has four types of events with different collection methods and use cases. This guide explains each type and when to use custom events vs enhanced measurement.
GA4 Setup Checklist: 20 Settings Most Businesses Get Wrong
A practical GA4 setup checklist covering the 20 most commonly misconfigured settings — from data retention to internal traffic filters and conversion events.
Case Study Framework: How Server-Side Tracking Recovered 30% of Lost Conversions
A case study framework showing how server-side tracking implementation recovered previously untracked conversions and improved Smart Bidding performance for a B2B SaaS business.
The Complete Glossary of Server-Side Tracking Terms
A comprehensive glossary of server-side tracking terminology — from tagging server and sGTM client to Measurement Protocol, Event Match Quality, and webhook events.
When Server-Side Tracking Is Overkill: An Honest Assessment
Server-side tracking is not right for every business. Here's an honest framework for deciding when it's worth implementing and when simpler solutions are better.
IP Anonymisation and Geo Headers in Server-Side GTM
Server-side GTM gives you control over IP data before it reaches analytics platforms. Learn how to anonymise IPs, use geo headers, and manage location data compliantly.
Multi-Platform Server-Side Setup: GA4, Meta, TikTok, and Google Ads from One Server
Configure your sGTM server to route events to multiple ad platforms simultaneously — GA4, Meta CAPI, TikTok Events API, and Google Ads from a single server-side setup.
Server-Side Tracking and Page Speed: The Performance Benefits Nobody Talks About
Server-side tracking isn't just about data quality — it also improves page speed by removing analytics scripts from the critical rendering path. Here's how much faster your pages can get.
How to Send Purchase Events Server-to-Server From Your Backend
Server-to-server purchase events bypass the browser entirely, giving you the most reliable conversion data possible. Here's how to implement direct backend-to-GA4 and backend-to-Meta event sending.
Cookie Restrictions in Safari, Firefox, and Chrome: Where Things Stand
Each major browser handles cookies differently. Here's a clear summary of cookie restrictions in Safari (ITP), Firefox (ETP), and Chrome — and what they mean for tracking.
How to Measure the Data Recovery Uplift After Going Server-Side
How do you prove server-side tracking improved your data? This guide shows you how to measure the uplift in sessions, events, and conversions after implementing SST.
Common Server-Side Tracking Mistakes (And How to Avoid Them)
Server-side tracking mistakes are harder to spot than client-side ones. Here are the most common sGTM errors — and how to prevent them before they corrupt your data.