Analytics resources
Plain-English guides for the moments when the dashboard looks polished, but the team still does not believe the numbers.
Troubleshooting hub
Each guide uses original, practical language: the problem, the evidence you need, and how the tool helps you move faster.
Sales look healthy in the ecommerce platform, but GA4 is lower, higher, or just strange enough that nobody wants to put the number in a client deck.
Purchase counts look too good, revenue is suspiciously high, or a developer mentions that both the frontend and backend send purchase events.
The team swears campaigns are tagged, but GA4 still shows a pile of Direct, Unassigned, Referral, or slightly different source / medium names that nobody wants to defend.
Everything looks fine on the surface: the banner loads, the accept button works, but GA4 or ad tags still do not behave the way the team expects.
Someone opens Tag Assistant or a CMP support note and sees the warning. The site still loads, but confidence drops immediately.
A new client lands, and the audit starts the same way: open the site, inspect tags, ask for exports, scan GA4, build a deck, and hope nothing important was missed.
Featured
A practical GA4 audit checklist covering event quality, duplicate tags, ecommerce parameters, key events, attribution, consent, and evidence levels.
A Google Tag Manager audit checklist for container exports, duplicate tags, trigger overlap, custom HTML risk, consent settings, and QA workflow.
A practical Consent Mode v2 checklist covering default denied state, consent updates, CMP integration, tag gating, and evidence limits.
All articles
How to validate GA4 ecommerce revenue with transaction IDs, value, currency, item data, duplicate checks, and backend order reconciliation.
How to keep ecommerce and lead-generation dataLayer events reliable with schema contracts, naming rules, item fields, and release QA.
A practical guide to UTM governance, internal UTM misuse, payment gateway referrals, direct traffic risk, and source/medium naming quality.
A practical guide for the moment Shopify, WooCommerce, Stripe, or your backend says one thing and GA4 says another.
How a checkout can quietly send the same sale twice, and how to audit duplicate purchase risk without blaming the wrong team.
A human-readable guide to the attribution mess behind Unassigned, Direct / none, referral returns, and inconsistent campaign naming.
A practical walkthrough for the frustrating case where the banner works, the user clicks accept, and measurement still does not behave.
A plain-English guide to the consent timing warning that usually means something loaded before the measurement team expected it to.
A practical workflow for agencies that need to turn scattered GA4/GTM checks into a repeatable client audit.
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