Tutorials, audits, and hard-won lessons on GA4, GTM, and the tracking stack underneath them.
How to design and enforce a UTM naming convention that stays consistent across teams and agencies — the five parameters, the rules that matter, and what to do about data you have already broken.
How to debug GA4 and GTM tags by watching hits fire in real time — what GTM Preview and DebugView miss, a repeatable workflow, and how to turn a debugging session into an automated check.
A repeatable GA4 audit process: what to check, in what order, and how to tell a real problem from a cosmetic one. Includes the six findings that appear in almost every account.
How to map the dependency graph of a GTM container — which tags read which variables, what a trigger is attached to, and how to delete safely without breaking tracking.
A naming convention for GTM tags, triggers, and variables that stays readable past 200 assets — plus how to retrofit one onto a container that already has none.
A complete technical checklist for Google Analytics 4 and Google Tag Manager — collection, configuration, consent, campaign tracking, and governance. Verify each item before you trust a single report.
How to audit user access across Google Analytics 4 properties and Google Tag Manager containers — the roles that matter, what an access review should produce, and how to keep it current.
The full GA4 ecommerce event sequence with working dataLayer examples — view_item_list through purchase, the items array, and the mistakes that break revenue reporting.
Why a parameter can be collected perfectly and still be invisible in every GA4 report — how registration works, the limits that bite, and how to find the gap in your own property.
What every parameter in a GA4 /g/collect request means — en, tid, cid, sid, _p, _et, gcs, ep.*, epn.*, up.* — and how to debug tracking by reading the raw hit.
How to monitor GA4 for tracking failures — what to watch, how to set thresholds that do not produce noise, and why synthetic replays and statistical alerts catch different things.
How to implement Google Consent Mode v2 in Google Tag Manager — default states, CMP integration, the four consent signals, non-Google pixels, and how to verify it actually works.