Back in 2021, I released a Server-Side GTM Variable Template called Exclude or Whitelist Query String Parameters to solve a common challenge for analysts: Personally Identifiable Information (PII) and bloated tracking parameters leaking into Google…
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I built the original version of this Server-Side GTM template back in 2021. It used a simple, effective method: storing the ecommerce transaction ID in a first-party cookie. If a user refreshed the “Thank You”…
Many modern vendor Server-side Tags have built-in hashing capabilities. But there is a catch: they hash exactly what you give them. If you feed a vendor tag unformatted, dirty data, it generates a useless hash,…
We’ve all seen it. You open Google Analytics, head into your traffic acquisition reports, and find a mess. Capitalization has fragmented your mediums into “Social”, “social”, and “social-media”. Or worse, an important partner link is…
In Conversion Rate Optimization (CRO) and product analytics, determining the statistical winner of an A/B test is an important milestone. You run a test, and you find that Variant B is the winner! That’s a…
BigQuery A/B Analyzer is a scalable, open-source and configuration-driven framework for running A/B analysis on BigQuery data. The definition of the test is decoupled from the execution, and you can run analysis without writing a single…
Google Analytics 4 (GA4) has reports for Item Lists, Promotions and Search Terms. However, revenue and Key Events are not attributed back to these dimensions out of the box. If you want this level of…
When working with Server-side Google Tag Manager (SGTM) and Firestore, it’s common to write data that should expire automatically after a period. Firestore handles automatic data deletion through TTL (Time To Live) policies, which delete…
Documenting Google Analytics 4 (GA4) data collection is important, and especially because of the event based data model. You need to understand in an easy way what data GA4 Events are collecting, and which Parameters…
Google Analytics 4 (GA4) has Item List & Promotion reports. But – unlike GA3 Enhanced Ecommerce, no revenue or conversions are attributed back to Promotion or Item Lists (at the time of writing). As Simo Ahava wrote in…