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New articles, every week.

Practical web analytics: how to collect clean data, model it and measure what matters, including in AI search.

Featured image for the GA4 data layer checklist article

A GA4 data layer checklist: what to set up before you tag anything

Before you build a single tag, design the architecture and the data layer. A practical GA4 and Google Tag Manager checklist covering consent, events, forms and enrichment.

October 2, 2026

Server-side GTM

Server-side GTM: when it is worth it and when it is not

An honest look at the cost, the benefits and the traps.

Coming soon

AEO

How to measure AI search visibility with GA4 and Search Console

What you can track today, and what you cannot yet.

Coming soon

New articles, every week.

A GA4 data layer checklist: what to set up before you tag anything

Server-side GTM: when it is worth it and when it is not

How to measure AI search visibility with GA4 and Search Console

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