Blog
Notes on measuring what matters
Practical, opinionated writing on GA4, GTM, BigQuery, and building analytics you can trust.
Server-Side GTM: When It's Actually Worth It
Server-side tagging is powerful, but it's not free. Here's a straight answer on when it pays off and when it's overkill.
Google Consent Mode v2: The Complete Implementation Guide
Google Consent Mode v2 tells Google's tags whether a user consented to ads and analytics — and for EEA traffic it's effectively mandatory. A complete 2026 implementation guide: Basic vs Advanced mode, the default-to-update sequence, exact gtag and GTM code, server-side tagging, consent modeling, and how to validate it.
Server-Side Tracking: The Complete Guide (And When It Is Worth It)
Server-side tracking moves data collection off the browser and onto a server you control. Here is exactly how sGTM works in 2026, what it fixes and what it does not, the code that makes CAPI deduplication and Consent Mode correct, real costs, and a spend-based framework for deciding whether it is worth it.
Measurement notes, by email
Occasional, practical GA4 / GTM / BigQuery fixes — no fluff, one-click unsubscribe.
Stop making decisions on numbers you can't trust.
Get a free GA4 audit and see exactly what your tracking is getting wrong — no commitment, no pitch.