Tracking Tips & Strategy
Attribution, UTM parameters, server-side tracking, privacy, and measurement strategy guides.
47 articles
April 1, 2026
A/B Testing Landing Pages: What to Test First (With Examples)
Not all A/B tests are equal. Some elements have 10x more impact than others. Here's what to test first on your landing pages and how to run tests that actually matter.
April 1, 2026
Hiring an Ecommerce Ad Agency in 2026: What to Look For (And What to Run From)
Most ad agencies can't explain where your conversions come from. Here's how to evaluate an ecommerce marketing agency on the metrics that actually matter.
April 1, 2026
Ad Creative Testing Framework: How to Test Systematically
Most ad creative testing is random. Run this image, try that copy, see what sticks. Here's a framework for systematic testing -- variables, sample sizes, and when to call a winner.
April 1, 2026
Cookie Consent Banners: Which CMP Works Best With GTM?
Comparing consent management platforms for Google Tag Manager: Cookiebot, CookieYes, OneTrust, Complianz, and Osano. Setup complexity, GTM integration, and pricing.
April 1, 2026
Ad Tracking After iOS 17: What Actually Changed and What to Do About It
iOS 17 introduced Link Tracking Protection, stricter ITP, and private browsing defaults. Here's the real impact on your ad tracking and the fixes that work.
April 1, 2026
Cookieless Tracking: What Actually Works in 2026
Third-party cookies are gone. First-party cookies expire faster. Here's what actually works for tracking and attribution in 2026 -- server-side, enhanced conversions, first-party data, and more.
April 1, 2026
Facebook Lookalike Audiences: Do They Still Work in 2026?
Lookalike audiences used to be Meta's secret weapon. Post-iOS14 and Advantage+ changes have fundamentally altered how they work. Here's what's changed and what to do instead.
April 1, 2026
Email Marketing + Paid Ads: How They Work Together
Email and paid ads aren't competing channels. They work best together. Here's how to use email lists for ad targeting, retarget ad clickers with email, and measure the full picture.
April 1, 2026
Elevar vs Littledata vs DIY: Shopify Tracking Solutions Compared
Three ways to solve Shopify tracking: Elevar ($150+/mo), Littledata ($99+/mo), or build it yourself. Honest comparison of features, cost, and what each misses.
April 1, 2026
First-Party Data Strategy: What It Actually Means and How to Build One
Third-party cookies are dying. First-party data is the replacement. Here's what to collect, how to use it for ad targeting, and the infrastructure that makes it work.
April 1, 2026
GDPR and GA4: Is Google Analytics Legal in Europe?
Multiple EU regulators have ruled against Google Analytics. The Data Privacy Framework changed things. Here's the current legal status and what you need to do.
April 1, 2026
How to Audit Your Google Ads Account (10-Minute Checklist)
A quick audit checklist for your Google Ads account. Check these 12 things in 10 minutes to find wasted spend, broken tracking, and easy wins.
April 1, 2026
Google Ads Broad Match: When It Works and When It Wastes Money
Broad match can scale your campaigns or burn your budget. Here's when to use broad match vs phrase vs exact match, with real examples and safeguards.
April 1, 2026
Google Ads Negative Keywords: Complete Guide to Saving Budget
Negative keywords prevent your ads from showing for irrelevant searches. Here's how to find them, add them, and build a list that saves you real money.
April 1, 2026
How to Write Google Ads Copy That Converts (With Templates)
Good ad copy gets clicks. Great ad copy gets conversions. Here's how to write Google Ads headlines and descriptions that turn searchers into buyers.
April 1, 2026
Google Ads Quality Score: What It Is and How to Improve It
Quality Score controls your ad rank and cost-per-click. Here's how it's calculated, what scores to aim for, and the specific changes that move it.
April 1, 2026
How to Set Up Google Ads Remarketing (2026 Guide)
Remarketing shows your Google Ads to people who already visited your site. Here's how to set it up using GA4 audiences, including the common mistakes to avoid.
April 1, 2026
Google Ads vs Meta Ads: Which Platform Should You Start With?
Google Ads captures demand. Meta Ads creates it. Here's how to decide which platform to start with based on your business, budget, and goals.
April 1, 2026
How to Read a Google Ads Search Terms Report
The search terms report shows what people actually typed before clicking your ads. Here's how to find wasted spend, add negative keywords, and improve ROAS.
April 1, 2026
How to Set Up Google Ads for a New Business (First Campaign Guide)
Never run Google Ads before? This step-by-step guide walks you through creating your first campaign, from account setup to your first converting click.
April 1, 2026
How to Calculate ROAS (And What a Good ROAS Actually Looks Like)
ROAS formula, industry benchmarks, and the difference between platform ROAS and real ROAS. Plus why the number your ad platform shows you is probably wrong.
April 1, 2026
In-House Marketing vs Agency: When to Hire an Agency (Decision Framework)
Should you hire a marketing agency or build an in-house team? A data-driven framework based on budget, complexity, and growth stage.
April 1, 2026
How to Deduplicate Conversions Across Platforms
Running Meta, Google, and TikTok simultaneously? Your conversion counts are inflated. Here's how to deduplicate across platforms without losing real data.
April 1, 2026
Landing Page Optimization for PPC: What to Test First
Your ads are driving clicks but not conversions. Before you blame the campaign, look at the landing page. Here's what to test first -- headline, CTA, speed, mobile, and trust signals.
April 1, 2026
LinkedIn Conversion Tracking for B2B: Complete Setup Guide
Set up LinkedIn Insight Tag, conversion tracking, and CAPI for B2B lead gen. Covers form fills, content downloads, demo requests, and offline deal attribution.
April 1, 2026
How to Lower Your CPA Without Cutting Budget
Your cost per acquisition is too high but cutting budget just means fewer conversions. Here are practical tactics to lower CPA while maintaining or increasing volume.
April 1, 2026
How Much Does a Marketing Agency Cost in 2026? Complete Pricing Guide
Real pricing for PPC agencies, social media management, SEO, and full-service marketing. What you should pay, what's overpriced, and what the fee structures mean.
April 1, 2026
Marketing Analytics for Small Business: What to Track (And What to Ignore)
Most small businesses track too many metrics or the wrong ones entirely. Here's a simple framework for what actually matters when you have limited time and budget.
April 1, 2026
Meta Advantage+ Shopping Campaigns: Setup, Optimization, and When They Fail
Advantage+ Shopping is Meta's AI-driven campaign type. Here's how to set it up, what controls you actually have, and the signs it's wasting your budget.
April 1, 2026
Meta Custom Audiences: Build Audiences From Your Customer Data
Custom audiences let you target your existing customers, website visitors, and social engagers on Facebook and Instagram. Here's how to build and use them.
April 1, 2026
Microsoft Ads UET Tag Setup Guide: Complete Bing Conversion Tracking
Set up the Microsoft UET tag for Bing Ads conversion tracking. Covers GTM installation, conversion goals, audiences, offline conversions, and troubleshooting.
April 1, 2026
Multi-Touch Attribution Models Compared: Which One Should You Use?
Last click, first click, linear, time decay, data-driven -- each model tells a different story about your marketing. Here's when to use each and why they disagree.
April 1, 2026
Meta Pixel vs Conversions API: Do You Need Both?
The Meta Pixel runs in the browser. CAPI runs on your server. Here's when you need one, the other, or both -- and how to avoid the double-counting trap.
April 1, 2026
Performance Max Campaigns: Complete Setup Guide (And When They Fail)
How to set up Google's Performance Max campaigns correctly, what asset groups to create, when PMax works vs. wastes budget, and how to read the opaque reporting.
April 1, 2026
Pinterest Conversion Tracking Setup Guide
Track purchases, signups, and other conversions from Pinterest Ads. Here's how to set up the Pinterest Tag, Conversions API, and verify everything works.
April 1, 2026
Shopify Web Pixels vs GTM: Which Should You Use for Tracking?
Shopify's Web Pixel API and Google Tag Manager solve the same problem differently. Here's when to use each, what each can't do, and the hybrid approach that covers everything.
April 1, 2026
TikTok Ads for Ecommerce: Complete Beginner Guide
Everything you need to know to launch your first TikTok ad campaign for an ecommerce store. From account setup to pixel installation to campaign structure and creative best practices.
April 1, 2026
TikTok Events API Setup: Server-Side Tracking Guide
The TikTok Events API sends conversion data server-to-server, bypassing ad blockers and browser limitations. Here's how to set it up and verify it's working.
April 1, 2026
What Is a Conversion Pixel? How Ad Tracking Actually Works
A conversion pixel is a tiny piece of code that tells ad platforms when someone buys, signs up, or takes action on your site. Here's how it works and why it matters.
April 1, 2026
What Is Consent Mode? Google's Privacy Framework Explained
Consent Mode lets Google tags adjust their behavior based on whether users accept cookies. Here's what it does, why you need it, and how it affects your data.
April 1, 2026
What Is Server-Side Tracking? (Plain English, No Buzzwords)
Server-side tracking sends your conversion data from your server instead of the browser. Here's what that means, why it matters, and whether you need it.
April 1, 2026
When to Kill a Facebook Ad: A Decision Framework for Pausing Campaigns
Stop guessing whether to keep running underperforming Facebook ads. Use this decision framework to know when to pause, when to optimize, and when to kill a campaign entirely.
April 1, 2026
What Is ROAS? Return on Ad Spend Explained for Beginners
ROAS measures how much revenue you earn for every dollar spent on advertising. Here's how it works, why it matters, and how to start tracking it properly.
March 20, 2026
Why Meta and Google Report Different Conversion Numbers (And Which One Is Right)
Meta says 50 conversions. Google says 30. Your CRM says 45. Here's why they all disagree and how to figure out which number to trust.
March 20, 2026
Server-Side Tracking: What It Actually Does (No Jargon, Real Examples)
Client-side vs server-side tracking explained in plain language. What it is, why it matters for your ads, and whether you actually need it.
March 20, 2026
Your Redirects Are Killing Your UTM Parameters (And Your Ad Attribution)
HTTP to HTTPS redirects, www to non-www redirects, and vanity URLs strip UTM parameters. Here's how it happens and how to fix it before your next campaign.
January 17, 2024
Website Tracking Audit Checklist: 50+ Points to Verify Your Analytics
Complete checklist to audit your website tracking setup. Covers GTM, GA4, pixels, consent, and data quality. Don't launch campaigns without checking these.
Get help with your tracking.
Our free scan identifies broken tracking, missing tags, and data gaps in under 60 seconds.
Free Tracking Scan