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Thoughts on analytics,
tracking & growth

Practical articles on tag management, web analytics, and getting real value from your data.

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Tag Management

Server-Side GTM: Is It Worth the Setup Complexity?

Server-side tagging promises better data quality, faster pages, and privacy compliance. But the setup is non-trivial. Here's an honest breakdown of when it makes sense — and when it doesn't.

Feb 28, 2026 8 min read
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Feb 14, 2026

GA4 Custom Dimensions You Should Actually Be Using

Default GA4 parameters are fine for starters. But if you're not using custom dimensions, you're leaving the most valuable business-specific insights on the table.

Analytics
Jan 31, 2026

Consent Mode v2: What Changed and What You Need to Do

Google's Consent Mode v2 became mandatory for EEA advertisers. Here's exactly what the two new parameters mean and how to implement them correctly in GTM.

Tag Management