dataLayer and recursive merge
dataLayer is a simple JavaScript array. Push an object, read it in a Google Tag Manager (GTM) variable, done. Nothing complicated about that. Right. If you’re designing dataLayer structures and haven’t heard of recursive merge yet, consider whether you want to keep reading. You’ll sleep worse. dataLayer vs. GTM data model — not the same…
You Don’t Need to Measure Everything. Just What Matters.
One of the most common problems I see with clients? They measure too many things — and paradoxically get almost nothing out of it. Dozens of dashboards, hundreds of events in GA4, reports nobody reads. The problem isn’t a lack of data. The problem is that nobody said what matters right now. That’s exactly what…
Working with data has 5 levels. Which one are you at?
When people hear “working with data,” most imagine Google Analytics and a few dashboard charts. But that’s just the tip of the iceberg. Working with data in a company involves governance, processes, tools, data quality, security, reporting — and most importantly, the people who make sense of it all. Measurement is just one piece of…
Revenue in GA4: Do You Know What You’re Looking At?
Meta description: GA4 has 4 different revenue metrics, and each report may show a different one. Which is which, why the numbers don’t match your store, and what to do about it. If you run an ecommerce store, you almost certainly have Google Analytics 4 (GA4) and use revenue-based reports. Revenue might seem like one…
Who reads the forms on your website? (And do you know about it?)
Imagine the following situation. A visitor comes to your website, fills out an order form—name, email, phone number—and submits it. The data goes to your CRM or database. But it’s quite possible that the same data — hashed, but still identifiable — is also being sent to the servers of Google, Meta, TikTok, Pinterest, and…
