Notes

The blog

Practical write-ups on tracking, attribution and reporting: what breaks, why, and how we fix it.

Google Tag Assistant: Check Your Tags Are Firing

Google Tag Assistant checks your GA4, Google Ads and GTM tags fire correctly. The checks we run on a site, what the tool misses, and a faster full scan.

  • Google Tag Assistant
  • GTM
  • GA4

GTM vs GA4: What's the Difference?

GTM vs GA4: Google Tag Manager deploys your tracking tags, GA4 collects and reports the data. How we set both up for clients, and which you need first.

  • Google Tag Manager
  • GA4
  • GTM

Third-party cookies, ITP and the data you're losing

Third-party cookies and ITP: how Safari, Firefox and Chrome block them, the GA4, Google Ads and Meta data you lose, and how we recover it server-side.

  • Third-Party Cookies
  • ITP
  • Server-Side Tracking

GA4 DebugView Not Working? Why Events Won't Show

GA4 DebugView not working? Why it shows no events, how to switch on debug mode with GTM Preview or Tag Assistant, and the order we check tags for clients.

  • GA4
  • DebugView
  • Tracking

Google UTM Parameters and How GA4 Reads Them

Google UTM parameters explained: the five tags plus GA4's utm_id, how source and medium map to channels, and the Google Ads gclid rule we check in audits.

  • UTM Tracking
  • GA4
  • Google Ads

GCLID and Click IDs: Why Attribution Breaks

GCLID and click IDs explained: how Google Ads, GA4, cross-domain redirects and UTM tags interact, why paid clicks show as direct, and the join we rebuild.

  • Attribution
  • Google Ads
  • GA4

LinkedIn Insight Tag Conversions Not Tracking: Fixes

LinkedIn Insight Tag conversions not tracking? The seven faults we check first: tag placement, consent blocking, conversion rules, GTM firing, and the fix.

  • LinkedIn Ads
  • Conversion Tracking
  • Insight Tag

Analytics KPIs for Small Business: The 8 That Matter

Analytics KPIs for small business: the 8 web and marketing metrics worth tracking in GA4, the KPI versus metric difference, and the checks we run first.

  • Analytics KPIs
  • Small Business
  • GA4

GA4 Migration Broke Your Tracking? How to Fix It

GA4 migration tracking issues: the goals, ecommerce events, Consent Mode and cross-domain data that break after Universal Analytics, and how we fix each.

  • GA4
  • Universal Analytics
  • Migration

Google Tag Manager Setup: A Step-by-Step Guide

Google Tag Manager setup, step by step: create the container, install the GTM snippet, connect GA4, set UK consent, then publish, the order we run it.

  • Google Tag Manager
  • GTM
  • GA4

Tag Management Systems Explained

Tag management systems explained: what GTM, Tealium, Adobe and Segment do, how a container fires your tags, and the setup checks we run for clients.

  • Tag Management
  • GTM
  • Tracking

Bounce Rate and Engaged Sessions in GA4, Explained

Bounce rate in GA4 is the inverse of engagement rate. What engaged sessions, the 10-second timer and key events mean, and the checks we run on them.

  • GA4
  • Bounce Rate
  • Engagement Rate

Ecommerce Conversion Rate Benchmarks by Industry

Ecommerce conversion rate benchmarks by industry, with 2026 data from Dynamic Yield, IRP Commerce and Littledata, plus the tracking checks we run first.

  • Ecommerce
  • Conversion Rate
  • Benchmarks

GA4 Ecommerce Data Layer: The Correct Structure

GA4 ecommerce data layer structure: the event names, items array and purchase parameters, plus the object faults we fix so GA4 revenue reports right.

  • GA4
  • Data Layer
  • Ecommerce Tracking

GTM Debugging: Why Your Tags Are Not Firing

GTM debugging when a tag will not fire: the order we check triggers, GTM Preview, Consent Mode and GA4 DebugView to find the fault fast for clients.

  • GTM
  • Google Tag Manager
  • Tracking

Marketing Attribution Models: Which One to Use

Marketing attribution models compared: first-touch, last-touch, linear, time-decay, position-based and data-driven, plus the reconciliation we run first.

  • Attribution
  • Marketing Analytics
  • GA4

What Is Looker Studio? A Marketing Dashboard Guide

What is Looker Studio? Google's free dashboard tool for GA4, Google Ads and Search Console, with the build steps and reporting limits we hit for clients.

  • Looker Studio
  • Reporting
  • Dashboards

Marketing Reporting Automation: A Practical Guide

Marketing reporting automation, explained: the GA4, Looker Studio and connector loop we build for clients, which reports to automate first and when not to.

  • Reporting
  • Automation
  • Marketing Dashboards

UTM Tracking: A Practical Guide for GA4 Reports

UTM tracking explained: the five UTM parameters, the Campaign URL Builder, and the naming convention we use to stop paid leaking into direct traffic.

  • UTM Tracking
  • GA4
  • Attribution

The New Client Tracking Check for Agencies

New client tracking check: the checks we run across GA4, GTM, Google Ads and consent before an agency onboards an account, so you never inherit the blame.

  • Tracking
  • Agency
  • Onboarding

Why Is Your GA4 Direct Traffic So High?

Direct traffic so high in Google Analytics usually means broken tracking, not loyalty: untagged links, redirects and consent gaps we check, and how to fix.

  • GA4
  • Direct Traffic
  • Attribution

Ecommerce Tracking in Google Tag Manager: Checklist

Ecommerce tracking in Google Tag Manager: the GA4 data layer events, the purchase tag and Consent Mode faults we fix when a setup sends wrong numbers.

  • Google Tag Manager
  • GTM
  • GA4

Marketing Mix Modelling and Google Meridian

Marketing mix modelling and Google Meridian explained: how top-down MMM differs from attribution, when it fits post-cookie, and the checks we run first.

  • Marketing Mix Modelling
  • Google Meridian
  • Attribution

ROI vs ROAS vs POAS: Which Metric Proves ROI?

ROI vs ROAS vs POAS explained with formulas, a worked example, and the reconciliation checks we run before we trust any of them for board-level reporting.

  • Marketing ROI
  • ROAS
  • Attribution

Google Consent Mode v2: Set It Up Correctly

Google Consent Mode v2 setup for GA4 and GTM: the four parameters, basic vs advanced mode, and the quiet misconfigurations we fix for clients most weeks.

  • GA4
  • Consent Mode
  • GTM

Google Linker and Cross-Domain Tracking in GA4

Google linker explained: GA4 cross-domain tracking, the _gl parameter and the GTM Conversion Linker, why domains double-count, and how we fix the join.

  • GA4
  • Cross-Domain Tracking
  • Google Tag Manager

Server-Side GTM: Build It In-House or Hire It Out?

Server-side GTM explained: what running a tagging server involves, hosting options and costs, and how we would decide between building and hiring out.

  • Server-side
  • Google Tag Manager
  • GA4

Digital Analytics Agency: What We Reconcile and Fix

Digital analytics agency work: we reconcile GA4, ad platforms, your store and CRM for agency and in-house clients most weeks, covering scope and pricing.

  • Digital Analytics
  • Agency
  • GA4

GA4 Sessions and Events Explained

Events in Google Analytics 4 explained: how GA4 events, parameters and sessions work, why session_start matters, and how we prove yours actually fire.

  • GA4
  • Google Analytics
  • Tracking

Google Analytics Audit Services: What We Check and Find

Google Analytics audit services: we check GA4 and GTM data, events and consent for agency and in-house clients most weeks, then report what it costs you.

  • GA4
  • Audit
  • Analytics

Website Tracking Checker: Scan Any Site Free

Website tracking checker: scan any site for GA4, Google Tag Manager, the Meta Pixel and ad trackers with Sonar, our free scanner. One click, no account.

  • Tracking
  • GA4
  • Meta Pixel

Adobe Analytics Alternatives for UK Teams

Adobe Analytics alternatives compared: GA4, Piwik PRO, Amplitude, Mixpanel and Matomo. What each replaces, real costs, and the migration catch we plan for.

  • Adobe Analytics
  • Analytics Tools
  • Comparison

Best Shopify Analytics Apps: What They Fix and Miss

Best Shopify analytics apps ranked: Littledata, Elevar, Triple Whale, Polar and TrueProfit, plus the tracking faults no app fixes and how we fix them.

  • Shopify
  • Analytics Tools
  • Ecommerce

GDPR-Compliant Analytics Tools: Do You Switch?

GDPR-compliant analytics tools compared: GA4 with Consent Mode, Matomo, Plausible, Fathom and PostHog. What compliance needs, and when we would switch.

  • GDPR
  • Analytics Tools
  • Consent Mode

Why Klaviyo Revenue Doesn't Match GA4 or Shopify

Klaviyo attribution window inflating email revenue past GA4 and Shopify? Why the five-day click model overcounts, and how we reconcile the real number.

  • Klaviyo
  • GA4
  • Attribution

PostHog vs Google Analytics: Which Fits Your Team?

PostHog vs Google Analytics compared: product analytics versus GA4 web analytics, event models, pricing, privacy, and which we would pick for a team.

  • Analytics Tools
  • PostHog
  • GA4

Triple Whale vs Google Analytics for Ecommerce

Triple Whale vs Google Analytics 4 for Shopify attribution: how each tool models ad revenue, why both can overclaim, and how we reconcile the two numbers.

  • Triple Whale
  • GA4
  • Ecommerce

Google Analytics Alternatives for Marketing Agencies

Google Analytics alternatives for agencies: Matomo, Plausible, Fathom, Piwik PRO and GA4 compared on data ownership, GDPR fit and client-ready reporting.

  • Google Analytics
  • GA4
  • Analytics Tools

GA4 vs Adobe Analytics: Head to Head

GA4 vs Adobe Analytics compared: pricing, data models, Google Ads integration and the CJA migration, plus how we would choose between them for a team.

  • GA4
  • Adobe Analytics
  • Comparison

Google Analytics 360 vs GA4: Is the Cost Worth It?

Google Analytics 360 vs free GA4: what 360 pricing buys on sampling, retention and SLAs, from hands-on work running GA4, 360 and BigQuery side by side.

  • GA4
  • Google Analytics 360
  • Analytics Tools

GTM vs Segment: Tag Manager or CDP?

Google Tag Manager vs Segment compared: a tag manager and a CDP solve different jobs. Which one your team needs first, and how we would make the call.

  • Google Tag Manager
  • Segment
  • CDP

Meta CAPI Setup: Why It Under-Reports Sales

Meta CAPI setup done right: server-side tagging, event deduplication and match quality, and why bad setups under-report sales, with the checks we run.

  • Meta Ads
  • Conversions API
  • Tracking

Best Web Analytics Agencies in the UK (2026)

Six UK web analytics agencies compared, Dolphin Analytics first: what each actually fixes, who it suits, and what they cost. We put the trade-offs in.

  • Web Analytics
  • Agencies
  • UK

What GA4's Cross-network channel really means

Cross-network in GA4 bundles Performance Max and Demand Gen. Which campaigns land in it, why Google does it, how to see inside, and when it's a real problem.

  • GA4
  • Google Ads
  • Attribution

Google Tag Manager Audit Checklist: 6 Passes

Google Tag Manager audit checklist in six ordered passes: container, tags, triggers, variables, dataLayer and Consent Mode, in the order we run them.

  • Google Tag Manager
  • GTM
  • Tracking

Fix HubSpot Form Tracking in GA4

HubSpot form tracking in GA4: why iframe forms break GTM's trigger, the message-listener fix, and the Google Ads key event. A fix we make most weeks.

  • GA4
  • HubSpot
  • GTM

Shopify Analytics vs GA4: Which to Trust

Shopify analytics vs Google Analytics (GA4): what each measures, why the revenue numbers disagree, and which number we tell clients to trust for what.

  • Shopify
  • GA4
  • Ecommerce Tracking

Google Ads Not Tracking Conversions: How to Fix It

Google Ads not tracking conversions? The five usual causes, from tag status and auto-tagging to Consent Mode, in the order we check them for clients.

  • Google Ads
  • Conversion Tracking
  • Troubleshooting

Facebook Pixel Check: Is It Actually Firing?

Facebook pixel check: confirm the Meta Pixel fires using Pixel Helper, Events Manager and the network tab, plus how we tell when a firing pixel lies.

  • Meta Pixel
  • Facebook Ads
  • Tracking

How to Check What Tracking a Website Uses

How to check what tracking a website uses: read the page source, watch the network tab, run extensions, or scan any URL in one click with our free Sonar.

  • Tracking
  • GA4
  • Meta Pixel

Google Analytics Not Working? Run This Check

Google Analytics not working? A fast check to tell if Google is down or your GA4 tag is broken, with the fixes we use when a client's data goes dark.

  • GA4
  • Google Analytics
  • Tracking

Google Analytics vs Mixpanel vs Adobe vs Amplitude

Google Analytics vs Mixpanel compared, plus Adobe CJA and Amplitude: web versus product analytics, real pricing, and the pairing we set up most often.

  • Analytics Tools
  • GA4
  • Mixpanel

Best Digital Analytics Audit Tools (Free and Paid)

Five analytics audit tools compared, free first: our own Sonar, Tag Assistant, DebugView, ObservePoint, Stape. What each proves, what it misses, which to use.

  • Analytics Audit
  • Tracking
  • GA4

Cookie Consent Blocking Google Analytics? Fix It

Cookie consent blocking Google Analytics? Why your banner cut GA4 sessions, how Consent Mode v2 recovers the lost data, and where we always check first.

  • GA4
  • Consent Mode
  • Cookie Consent

Shopify Checkout Tracking Not Working? How to Fix It

Shopify checkout tracking not working? Why purchase events stopped after Checkout Extensibility, and the scoped fix we apply for client stores most weeks.

  • Shopify
  • Checkout Tracking
  • GA4

Shopify Google Tag Manager Setup (Checkout Included)

Shopify Google Tag Manager setup for GA4: GTM in the theme, a custom pixel for checkout and purchase events, and how we fix what a checkout change broke.

  • Shopify
  • Google Tag Manager
  • GA4

Google Ads Conversion Tracking: Setup and Fixes

Google Ads conversion tracking setup and fixes: the Google tag, GTM, enhanced conversions, and how we stop double-counting in real client ad accounts.

  • Google Ads
  • Conversion Tracking
  • Enhanced Conversions

Google Analytics Not Tracking Conversions: Fixes

Google Analytics not tracking conversions? The usual causes in GA4 and Google Ads: key events, broken tags, Consent Mode, GCLID. Faults we fix most weeks.

  • GA4
  • Google Ads
  • Tracking

GA4 Audit Checklist: 5 Passes, What Each Catches

GA4 audit checklist: data streams, key events, Consent Mode, DebugView and BigQuery, in the same five-layer order we run our own paid client audits.

  • GA4
  • Tracking
  • Audit

Why Meta Ads Over-Report Conversions (and the Fix)

Meta ads overreporting conversions: why Meta Ads Manager shows more sales than Shopify and GA4, and the reconciliation we run to get a number to trust.

  • Meta Ads
  • Attribution
  • Tracking

Digital Analytics Tools in 2026: 6 Platforms Compared

Six digital analytics tools compared: GA4, Adobe, Amplitude, Mixpanel, PostHog and Matomo. What each is for, real pricing, and which we would pick for you.

  • Analytics Tools
  • GA4
  • Adobe Analytics