Analytics Insights

eVar, prop, event Strategy: Mapping to Business Outcomes

September 26, 2025 Adobe Analytics

Why variable strategy matters A good variable plan is not a list of fields—it’s an operating model for measurement. When eVars, props, and events are...

Adobe Analytics vs. GA4 for B2B Pipelines: A Decision Guide

September 26, 2025 Adobe Analytics

Executive summary Both platforms can support a B2B funnel, but they take fundamentally different approaches. GA4 emphasizes an event-centric, Google-integrated ecosystem that’s fast to deploy...

GA4 Ecommerce Events: From add_to _cart To purchase Mapping

September 26, 2025 GA4 & Google Analytics, Google Tag Manager

Why this mapping matters Business alignment: Clean event and parameter continuity across the funnel turns raw telemetry into merchandising, channel, and UX insights instead of...

DOM vs. Data Layer vs. CSS Selector Triggers

September 26, 2025 Google Tag Manager

Introduction Every tracking request starts with a question: where should a trigger listen—on the DOM, via CSS selectors, or from a structured data layer push?...

Data Layer Design Patterns for Scale and Governance

September 26, 2025 Google Tag Manager

Introduction A data layer is the contract between a digital experience and the analytics, marketing, and CX tools that measure and optimize it. When designed...

GA4 Google Tag vs. Legacy GA4 Config Tag: Migration Playbook

September 26, 2025 GA4 & Google Analytics

In late 2023, Google introduced a major change to Google Tag Manager (GTM) that many analytics professionals are still navigating: the transition from the GA4...

Installing GA4 on WordPress with GTM Without Duplicate Pageviews

September 23, 2025 Google Tag Manager

A reliable analytics setup starts with clean data. When GA4 is installed on WordPress incorrectly, duplicate page_view hits are one of the most common issues—skewing...

GA4 DebugView Deep-Dive: Reading Parameters and Event Flows

September 23, 2025 GA4 & Google Analytics

A successful analytics implementation is built on trust. You need confidence that the data you’re collecting is accurate, timely, and structured correctly. In Google Analytics...

The End of an Era: Why GA4’s Engagement Rate Makes Bounce Rate Obsolete

September 23, 2025 GA4 & Google Analytics

For years, marketers and analysts were obsessed with a single, anxiety-inducing metric: bounce rate. A high bounce rate was seen as an undeniable sign of...

Using Data Streams in GA4: Avoiding Web vs. App Anti-Patterns

September 23, 2025 GA4 & Google Analytics

Google Analytics 4 (GA4) introduced Data Streams as the foundational entry points for collecting user data. These streams funnel information from your website and mobile...