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5 articles
GA4 server-side tagging: is it actually worth the setup?
Server-side GTM is powerful, but it isn't free and it isn't always necessary. Here's the honest decision framework I use with clients.
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5 GTM mistakes I find on almost every new account
Duplicate GA4 tags, unfiltered internal traffic, missing triggers — the silent issues that quietly corrupt your data before anyone notices.
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Consent Mode v2: what actually breaks your reporting
Why conversions can drop overnight after a CMP rollout, and how modeled conversions are supposed to fill the gap when consent is denied.
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Landing-page tests that actually move conversions
Most A/B tests fail because they test the wrong thing. How to use GA4 funnel data to pick tests that are worth the traffic they'll cost you.
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Attribution in GA4, explained without the jargon
Data-driven attribution changed how GA4 assigns credit for conversions. Here's what that actually means for the numbers in your reports.
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