Insights
Everything, newest first.
Page 4 of 9, working back through 101 articles.
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Fourteen checks, an hour, and the stack before the tags
A conversion tracking audit that starts with the stack, not the tags. Fourteen checks in roughly an hour, in the order that finds faults fastest.
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The only record nobody else can switch off
First party data survives browser changes, consent refusals and platform policy. Here is what actually counts as yours and how to collect it honestly.
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Roughly three in ten people, and not the three you would guess
Ad blockers and tracking loss are not the same thing, and the people blocking are not evenly distributed. Here is how to size your own exposure.
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The best available number is four years old and sold by somebody
Invalid traffic wastes budget and corrupts optimisation. The figure everybody quotes is stale and vendor-published, so measure your own instead.
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A naming convention you will still be following next year
UTM parameters break through inconsistency rather than complexity. Five rules that survive contact with a real team, and the mistakes that ruin reporting.
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The only method that watches what happens without you
Incrementality testing withholds ads from a comparable group to see what happens anyway. It is the only method that measures cause rather than assuming it.
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A famous experiment that could not have found anything
View through conversions credit people who never clicked. The best known test of whether they are real had almost no chance of detecting anything.
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One account, four different returns, nobody chose any of them
Attribution windows differ by campaign objective, so one account runs several at once and Meta blends them. Here is the same account read four ways.
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Check the upstream metrics before you decide something broke
Conversion lag makes recent performance read worse than it is. Here is the diagnostic I use to tell a genuine problem from a number that has not arrived.
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The rename that split one word into two meanings
GA4 key events and Google Ads conversions became different things. The rename looked cosmetic and it changed which number belongs in which report.
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Two tools, one week, three reasons they will never match
A GA4 vs Google Ads discrepancy is expected behaviour, not a fault. Three structural differences explain nearly all of it, and none of them are fixable.
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Most people say yes, and the best data comes from an interested party
Consent rates in Europe run from 71% to 89% depending on region. The figures are the best available and come from a consent vendor's own customers.
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