Analytics & Tagging
GA4, GTM, and server-side tagging for accurate ecommerce measurement. Learn event models, dataLayer design, and attribution. For architecture and setups, see Analytics and Server-Side Tagging.
-
GA4 Purchase Attribution: Deduping and Reality Checks
Since its introduction in 2020, Google Analytics 4 (GA4) has quickly become the new standard for ecommerce analytics. With more advanced event tracking and a redesigned data model, the platform provides greater control over measuring performance, in addition to much-improved purchase attribution. But with that…
-
GTM Server Containers: When to Migrate and How to Model Events
For both operators and developers of online businesses, the move from client-side Google Tag Manager (GTM) to GTM server container ecommerce setups with Google Ads 4 (GA4) is undoubtedly a game-changer. Making the transition will improve the speed, accuracy, and security of your data, and…
-
Helpful SEO Knowledge You Can Get From Google Analytics
When most ecommerce operators consider their search engine optimization (SEO) efforts, ranking keywords is likely the first to come to mind. And though that’s certainly a critical aspect of boosting your online visibility, it’s only a small piece of the puzzle. A fully comprehensive SEO…
-
Server-Side Tagging Rollout Checklist and Vendor Mapping
For ecommerce operators and developers alike, ensuring data accuracy and compliance has never been more critical. With Google’s Consent Mode v2 requirements and the industry at large moving away from client-side tracking, many teams are evaluating the decision to migrate to a GTM server container…
-
Server-Side Tagging for Ecommerce: Architecture, Consent, and QA
As the ecommerce industry grows more complex and privacy regulations continue to tighten, server-side tagging ecommerce strategies are non-negotiables for merchants. If you want accurate tracking, faster websites, and compliance-ready data flows, you’ll need to prioritize server-side Google Tag Manager (SGTM) ecommerce tracking. If you’re…
-
Preparing Your Website for the Cookie-Free Future
The digital advertising world is in the middle of a major shift. For years, third-party cookies have been the backbone of tracking, retargeting, and attribution. After a prolonged discussion about the ethics of these cookies and how they impact user privacy, it seems that they…
-
Tracking Clicks on Your Links in Google Analytics’ Tag Manager
When running an ecommerce store, every click matters. Whether a shopper is browsing product pages, adding something to their cart, or heading to checkout, those interactions provide valuable signals regarding what’s working and what isn’t on your site. Without proper tracking in place, however, you’ll…
-
What Is Your Bounce Rate and Why Is It So Important?
When someone lands on your website and leaves without visiting another of its pages, that counts as something known as a “bounce.” Your bounce rate, therefore, measures how often that happens, and it is expressed as a percentage of single-page sessions. Your bounce rate isn’t…
-
Ecommerce DataLayer Patterns: Keys, Values, and Naming
If you’re running a Shopify, BigCommerce, or other ecommerce store, you need insights you can act on. The right data reveals where your traffic is coming from, what it’s doing once it arrives, and how you can create a better experience to promote conversions. A…