6 Fatal Click Identifier Mistakes (gclid, fbclid, msclkid)
Click identifiers are case-sensitive. Common mistakes with gclid, fbclid, msclkid storage, Safari ITP, consent requirements.
attributionclick-identifiersgclidserver-side
Blog
Practical guides, case studies and analysis on web analytics, tracking and data.
How to Fix (not set) in GA4: 5 Causes & Solutions
Why GA4 shows (not set) values: unregistered dimensions, high cardinality, scope mismatch, server-side gaps. Step-by-step fixes.
ga4debuganalyticstracking
Basic vs Advanced Consent Mode: The Complete Guide
Key differences between Basic and Advanced Consent Mode. The critical 'Additional Consent Checks' bug and Trigger Groups solution.
consent-modegtmGDPRgoogle-ads
Google Tag Gateway: Simplified First-Party Tracking Explained
What is Google Tag Gateway, how it works vs server-side GTM, setup guide, limitations. Free first-party proxy for GA4 and Google Ads.
google tag gatewayfirst-party trackingserver-side trackingGA4Google Ads
Why You Should Audit Your Tracking in 2026
Unaudited tracking can distort all your decisions. Discover why an analytics audit is essential in 2026 and what it reveals.
auditga4tracking
AI Traffic in GA4: How to Detect and Measure ChatGPT, Gemini, and Perplexity
GA4 does not distinguish AI traffic by default. Here is how to create a custom channel to track ChatGPT, Gemini, Perplexity, and Claude.
ga4aiattributiontracking
How to Bypass Ad Blockers for Analytics: Complete Technical Guide
20-30% of analytics data lost to ad blockers. 3-component proxy architecture, subdomain setup, Addingwell, Stape, Cloudflare Workers.
ad-blockersserver-sidetrackinggtm
GA4 Limits Nobody Tells You About
25 parameters per event (actually ~20 custom), 500 events max, 50 custom dimensions, sampling, 14-month retention, cardinality.
ga4analyticsbigquerylimits
Google Privacy Sandbox Is Dead: What Happens Now?
Google retired Privacy Sandbox APIs in October 2025. Third-party cookies stay. What this means for your measurement strategy.
Privacy Sandboxthird-party cookiesfirst-party dataserver-side trackingGoogle Chrome
CNIL GA4 Compliance: 7-Step Server-Side Proxification Guide
CNIL proxy recommendations for GA4: IP reduction, client ID hashing, referrer suppression, page location cleaning, User-Agent reduction.
cnilGDPRserver-sidega4compliance
Safari 26 Strips Your gclid: How to Save Attribution
Safari Link Tracking Protection now removes gclid, fbclid from URLs. Impact on Google Ads attribution and server-side solutions.
Safarigclidattributionserver-side trackingEnhanced Conversions
Subdomain Tracking in GA4: What You Need to Know
GA4 handles subdomains automatically. When to use cross-domain tracking, how to avoid self-referrals, and how to configure your data stream correctly.
ga4subdomainscross-domainconfiguration
Direct Traffic Spike in GA4: 15 Causes and How to Reduce It
Direct traffic in GA4 is often misattributed traffic. Here are the 15 technical causes and solutions to reduce this catch-all bucket.
ga4attributiontrackingdebug
A German Court Rules That GTM Requires Consent
The Hanover court ruled that loading GTM transmits data to Google and requires GDPR consent. Practical implications.
GTMGDPRconsentCMPGerman court
Server-Side GTM: Load All Google Scripts as First-Party
Since June 2025, the sGTM Web Container Client can serve gtm.js and gtag.js as first-party. Configuration, benefits, and HTTP compression.
server-sidegtmfirst-partysgtm
End of Universal Analytics: Lessons Learned One Year Later
Looking back at the forced migration to GA4. What worked, common mistakes, and the state of GA4 in 2026 after one year without Universal Analytics.
ga4universal-analyticsmigration
Why Your Server-Side GTM Needs IPv6 (Meta CAPI Impact)
Without IPv6, your sGTM sends false IPs to Meta CAPI. Impact on dedup, match rate, and the complete GCP solution.
server-sidemeta-capiipv6sgtm
Shopify Tracking in 2026: Complete GA4 & Server-Side Guide
Post-checkout.liquid architecture, Customer Events sandbox, 14 e-commerce events, Cookie Restore, Elevar vs Stape vs Addingwell.
shopifye-commercega4server-sidetracking
The GA4 _ga Cookie: Everything You Need to Know (and the May 2025 Change)
In May 2025, Google changed the _ga cookie format from GA1.x to GS2.x. Impact on tracking, Safari ITP, and Consent Mode.
ga4cookiestrackingsafariconsent-mode
GA4 Analytics Advisor: Your New AI-Powered Analyst
GA4 now includes an AI assistant for natural language queries. Capabilities, limitations, and practical impact for marketing teams.
GA4artificial intelligenceAnalytics AdvisorGoogle Analyticsreporting
Automatic Google Tag Loading in GTM: What It Changes
Since April 2025, GTM automatically loads a Google Tag for Ads and Floodlight. Impact on data, consent, and your configurations.
GTMGoogle TagEnhanced ConversionsconsentGoogle Ads
Meta Conversions API (CAPI): Complete Server-Side Setup Guide
Pixel + CAPI dual tracking, Event ID deduplication, GA4 as data carrier, event mapping, first-party data, EMQ optimization.
metacapiserver-sideconversionsfacebook
Consent Mode v2: Practical Setup Guide (Don't Lose Data)
Basic vs Advanced Consent Mode, GTM configuration, CMP integration, behavioral modeling. Common mistakes and how to avoid them.
consent-modeGDPRgtmga4
TCF v2.3: February 2026 Deadline -- Are You Ready?
IAB's TCF v2.3 mandates a disclosedVendors segment. Non-compliance means significant programmatic ad revenue loss.
TCFIABCMPconsentprogrammatic advertising
GA4 Wants to Replace Your Media Planning Tool
GA4 launches Cross-Channel Budgeting in beta: non-Google cost upload, scenario projections. Should you ditch your current tools?
GA4media planningCross-Channel BudgetingGoogle Analyticsmedia budget
Matomo Can Track AI Chatbot Traffic: Can GA4?
Matomo 5.8.0 adds dedicated reports for AI traffic. GA4 has no equivalent. How to measure this emerging traffic source.
MatomoAI chatbotsGA4AI trafficanalytics
Server-Side Tracking in 2026: State of Play & Use Cases
Server-side tracking adoption, Stape vs Addingwell vs self-hosted, real costs, when it makes sense and when it's overkill.
server-sidetrackinggtmperformance
Consent Mode v2: 67% of Implementations Are Non-Compliant
Two thirds of Consent Mode v2 implementations contain critical errors. Audit checklist and verification methods.
Consent ModeGDPRauditCMPGoogle Ads
Looker Studio in 2026: The Features That Change Everything
Responsive dashboards, Gemini, cross-source filtering, PNG export: Looker Studio's 2026 updates and their practical impact.
Looker StudiodashboardreportingGeminidata visualization
7 Common Mistakes in Your Looker Studio Dashboards
Vanity metrics, no segmentation, ignored sampling: the 7 most common Looker Studio dashboard mistakes and how to fix them.
looker-studiodashboarddatavizga4
Stape.io: The Most Accessible Server-Side Tracking Platform
Stape managed sGTM hosting: free tier, pricing from $20/month, custom loader, Stape Store. Comparison with Addingwell and self-hosted.
server-side trackingstapesGTMtag management
Addingwell: The French Alternative for Server-Side Tracking
Addingwell offers managed sGTM hosting in France with built-in consent management, data enrichment, and French-speaking support. Complete guide.
server-side trackingaddingwellsGTMmade in France
Cloudflare Zaraz: Tag Management Without JavaScript
Cloudflare Zaraz executes your tags at the CDN level, with no JavaScript in the browser. Performance, limitations, and practical use cases.
cloudflarezaraztag managementweb performanceserver-side tracking
Enhanced Conversions for Google Ads: Complete Setup Guide
What Enhanced Conversions are, GTM setup (tag-based vs API), data requirements, SHA-256 hashing, impact on conversion reporting.
google adsenhanced conversionsattributionGTMfirst-party data
Why You Should Connect GA4 to BigQuery (Even on the Free Plan)
GA4 offers a free export to BigQuery. Raw data, no sampling, custom analyses: here is why and how to take advantage of it.
ga4bigquerysqldata
BigQuery + GA4: 5 Practical Use Cases for Marketers
Five concrete SQL queries to unlock your GA4 data in BigQuery: funnels, user journeys, attribution, cohorts, and anomaly detection.
bigqueryGA4SQLdata analyticsattribution
Axeptio vs Cookiebot vs Didomi: Which CMP Should You Choose?
In-depth comparison of 3 popular CMPs in Europe: UX, Consent Mode v2, pricing, GDPR compliance, and consent acceptance rates.
CMPconsentGDPRConsent Mode
Matomo and the CNIL Consent Exemption: Complete Configuration Guide
Matomo can be exempted from consent by the CNIL. Conditions, precise settings, common pitfalls, and verification: the complete guide.
matomocnilgdpranalytics
GA4 Predictive Audiences: How to Use Them for Your Campaigns
GA4 predictive audiences identify your future buyers and churners. Prerequisites, creation, Google Ads export, and limitations.
GA4predictive audiencesGoogle Adsmachine learningremarketing
Google Ads Data Manager: Centralize Your First-Party Data
Google Ads Data Manager unifies customer match, enhanced conversions, and offline imports in a single interface. Complete guide.
Google Adsfirst-party datacustomer matchdata managementoffline conversions
E-Commerce Tracking in GA4: The Step-by-Step Guide
E-commerce data layer, GA4 events, debugging, and enhanced conversions: the complete guide for reliable e-commerce tracking in GA4.
ga4e-commercetrackinggtm
How to Choose a Web Analytics Consultant
Selection criteria, red flags, questions to ask, and agency vs freelance: a guide to choosing the right analytics consultant.
analyticsconsultantfreelanceadvice
Interested in a topic?
Have a question about tracking or analytics? Get in touch -- it might inspire a future article.
Sans surprise : forfaits affichés en clair, devis validé avant kick-off, pas d'avenant.