Tracking & Measurement
No reliable measurement, no optimization. GTM, conversions, consent mode and data: what you need so your numbers reflect reality.
To go deeper on the key concepts of this category, open the glossary, Tracking & Measurement section.
13 articles
What Is Google Tag Manager, And What Is It Used For?
What each part of a container does, and the four mistakes to check before you pay for clicks.
What Are UTM Parameters In Marketing, And How Does GA4 Read Them?
How GA4 reads your tagged links, and the three mistakes that send your visits to « Unassigned ».
What Is GA4, And How Does Google Analytics 4 Work?
How GA4 counts your visits as events, and why too many key events distort your channels.
What Is Looker Studio, Now Called Data Studio Again, And What Is It For?
What Data Studio shows, where its numbers come from, and why your report sometimes differs from Google Ads.
What Is Firebase, and When Does an Advertiser Actually Need It?
What Google Play already tracks on its own on Android, and what only the measurement SDK sends to Google Ads.
What Is BigQuery, and When Does an Advertiser Actually Need It?
The GA4 export capped at one million events a day, and what the free tier covers each month.
Guide: Google Tag Gateway: Check That Yours Is Actually Carrying Your Data
The gateway that loads your Google scripts from your own domain, and the check that proves it really carries your data.
How to Set Up Google Ads Phone Call Conversion Tracking (Step-by-Step)
The 4 ways to track a phone call in Google Ads, from the Google forwarding number to CRM import.
How to set Enhanced Conversions in Google Ads to Improve Attribution Accuracy
The hashed email that ties your conversions to your clicks more accurately, and where to switch it on in Google Ads.
How to track LLM traffic in GA4 to increase visibility
The GA4 report that already shows visits from ChatGPT or Claude, and how to read it.
GCLID, GBRAID, WBRAID: How Google Ads Adapts to Apple’s Privacy Changes, what Every Google Ads Expert Needs to Know
What GBRAID and WBRAID take over on iOS, and how Google Ads keeps attributing your conversions.
More Conversions in Google Ads? Understand the Concept of Conversion Modeling
How Google Ads estimates conversions from visitors who refuse cookies, and the click volume it needs.
How I Use Data Consolidation to Boost Google Ads Performance
Why fewer campaigns with more data strengthen Google Ads bidding.
