Insights
Thinking out loud on MarTech.
Practical guides, opinion, and analysis. No generalist content, no AI filler. Only what we've learned from doing this for 20+ years.
AnalyticsGA4Attribution
Why Your GA4 Numbers Don't Match Your Ad Platforms (And How to Fix It)
Session discrepancies between GA4 and Google Ads aren't a bug — they're an architectural problem. Here's the systematic way to diagnose and close the gap.
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ConsentCMPGA4
Consent Mode V2: What It Actually Changes and What You Still Need to Do
Google's Consent Mode V2 is now required for EU advertising. Here's what changed, what it actually models, and what your CMP vendor isn't telling you.
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