Category: Digital analytics
Web and digital analytics articles — measurement, data collection, analysis and optimization. GA4, GTM, server-side tracking and more.
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GTM vs. CSP — How to Make Tracking and Security Coexist
A developer deploys Content Security Policy on the company website — and tracking silently breaks. Or the reverse: an analyst adds a tag to Google Tag Manager (GTM) and pushes through a CSP exception — measurement works, but the site is wide open. GTM is inherently a script injector — it loads third-party scripts into…
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How to Break a Website Using Google Tag Manager
Google Tag Manager runs on over 30 million websites. It’s one of the most widely used tools for managing tracking and marketing scripts. Marketers love it — you can add a tag in 2 minutes, no developer needed, no deploy required. But GTM is essentially a script injector with a graphical interface. What does that…
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Is GA4 Data Accurate?
No, buddy. Let’s break it down. I’m not saying GA4 is useless. Having Google Analytics data is still better than having none. But you need to know where the limits are. And how much those limits cost you. I’ll assume your GA4 is technically set up correctly — no duplicate events, no missing tags, no…
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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…
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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…
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