Ads, Tracking, Analytics and Dataviz
You’ve heard the term “server-side tracking” thrown around like it’s the holy grail of analytics. But let’s be honest—most explanations either oversimplify it to the point of uselessness or dive so deep into technical jargon that you need a PhD…
Getting Started In the hyper-competitive mobile app ecosystem, measurement isn’t just important—it’s existential. But with dozens of metrics to track and a fragmented attribution landscape, how do you know what actually matters? Let’s break down the essential KPIs, explore the…
Last updated: November 2025Reading time: ~25 minutesLevel: Advanced Introduction When implementing Meta (Facebook) tracking for mobile applications, most developers rely on the official Meta SDK to handle event collection and transmission. The SDK automatically collects device information, handles user identification,…
Most advertisers assume that Enhanced Conversions (EC) and Customer Match (CM) are nearly the same thing. Both use hashed email addresses.Both rely on Google’s identity graph.Both “match” users inside Google’s ecosystem. This leads many teams to believe that importing a…
GTM, Adobe Launch, Matomo – and why a “universal consent dataLayer” does not exist Many teams assume that CMPs (Axeptio, Didomi, OneTrust, Cookiebot…) all push the same consent attributes into the dataLayer.This is false. Each Tag Manager (Google Tag Manager,…
Google Analytics 4 does support offline data import.But most implementations aren’t compatible with it — not because GA4 is limited, but because the tracking foundations weren’t designed with offline reconciliation in mind. And offline import in GA4 is nothing like…