Conversion tracking is the system that connects a marketing action to the result it produced, so that when someone clicks your ad and later buys, you can actually say "that sale came from that ad." Without it, you are spending money and guessing. With it,…
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A tracking pixel is a tiny, invisible image, usually a single transparent dot one pixel wide, hidden in the code of a web page, email, or ad, and its only job is to quietly report back when something happens. When the page loads, the pixel…
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Your analytics is almost certainly showing you fewer conversions than actually happened, and the gap is bigger than most marketers think. Where the deduplication problem makes your platforms claim more sales than you made, the under-reporting problem is the mirror image: a large slice of…
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If your website uses analytics or advertising tracking and has visitors from the EU or UK, the rule is simpler than the jargon makes it sound: you must get a visitor's genuine permission before you load those tracking scripts, not after. That single requirement, prior…
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A vanity metric is any number that makes you feel good without telling you what to do. A decision metric is a number that, when it moves, changes your next action. That is the entire distinction, and it is worth more than any list of…
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A good marketing dashboard is not the one with the most numbers on it. It is the one that answers a single question fast: what should I do next? Most dashboards fail this test. They are crowded with every metric the tools can produce, impressions,…
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You browse for headphones on your phone during your commute, read reviews on your laptop at work, and finally buy on your tablet that evening. To you, that is one shopping journey. To your analytics, with nothing connecting those devices, it looks like three completely…
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If you add up the conversions your ad platforms report, Google Ads says it drove these sales, Meta says it drove those, your email tool claims some too, and the total comes out higher than the number of actual orders in your shop, you have…
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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.
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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…
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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…
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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…
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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…
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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…
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