6 articles
Before opening Google Tag Manager, smart teams build an event taxonomy first — a documented structure for every event, parameter, and naming rule. This guide walks through planning a marketing data layer properly, with examples, governance tips, and common mistakes to avoid.
Most marketing dashboards get built backwards, starting from available data instead of executive questions. This guide walks through how to design Looker Studio reports with clear structure, honest metrics, and plain language so executives actually read and act on them.
Google Tag Manager lets marketers build and publish event tracking — clicks, form submissions, scroll depth, video plays — without waiting on developers. This guide covers tags, triggers, variables, setup steps, and a real-world newsletter signup example.
Customers rarely convert on the first click, so how do you know which campaign truly earned the sale? This guide breaks down first-touch, last-touch, linear, time-decay, position-based, and data-driven attribution models, showing when each one fits and how to choose credit rules that match your sales cycle instead of skewing your budget decisions.
UTM parameters turn vague traffic into precise, trackable data. This guide breaks down how campaign tagging works, how to build a consistent naming system your whole team can follow, and how to avoid the mistakes that silently corrupt marketing analytics.
GA4 works nothing like the old Universal Analytics, and rushing through setup is why so many marketers end up with messy, untrustworthy data. This step-by-step guide walks beginners through creating a GA4 property, installing tracking correctly, configuring key events, and cleaning up data so reports can actually be trusted.
