For years the marketing world braced for "the death of the cookie," the moment Chrome would block third-party cookies and the old way of tracking people across the web would collapse. Then in 2025 Google confirmed it was not going to do it after all.
Continue reading...
An attribution model is simply a rule for deciding which marketing touchpoint gets credit for a sale, and the uncomfortable truth is that every one of them is, to some degree, a guess. A customer might see your Instagram ad, read a review, click a…
Continue reading...
Server-side tracking moves the job of recording what happens on your site from the visitor's browser to your own server, and that one architectural change is quietly becoming the new standard for serious e-commerce measurement. The reason is simple: the old way, firing tracking tags…
Continue reading...
The most important thing to understand about GA4 for e-commerce is also the thing almost nobody is told up front: it is not your sales report, and using it as one will mislead you every time. GA4 is a behaviour tool. It tells you how…
Continue reading...
A UTM parameter is a small tag added to the end of a link that tells your analytics where a visitor came from, and the difference between a team that uses them with discipline and one that does not is the difference between knowing which…
Continue reading...
A 4x ROAS can be a business quietly losing money on every sale. That is the uncomfortable truth at the centre of performance marketing's favourite metric: return on ad spend measures revenue per advertising euro, not profit, so a campaign can hit an impressive ROAS…
Continue reading...