Practical guides on tracking infrastructure.
No fluff. No generic marketing advice. These are technical breakdowns on GA4, GTM, server-side tracking, Meta CAPI, and attribution — written for teams that run paid media and need their data to be accurate.
The Best Analytics Stack for a DTC Brand on Shopify — and When You Need a Warehouse
No single stack is best — the right one depends on spend, complexity, and stage. How GA4, Shopify, attribution platforms, and BigQuery fit, and when a warehouse stops being overkill.
Why Your Meta ROAS Is Wrong on Shopify — and the Data Engineering Fix
Platform-reported ROAS overstates real performance by 30–100% for most Shopify brands. The four structural reasons why, and the engineering fix for each.
Shopify Server-Side Tracking: How to Choose an Architecture and Validate Deduplication
Server-side tracking recovers signal iOS and Safari block — but which setup you choose, and whether your deduplication works, matters more than the tool.
GA4 vs Shopify Revenue Discrepancy: Why It Happens and How to Reconcile It
GA4 and Shopify almost never match, and the normal gap is wider than most guides admit. What causes it, when it signals a real problem, and how to reconcile.