Blog
What we see, what to do with it.
Analytics, GDPR, tools, what we learn and what we recommend.
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GA4 Audit: 7 Errors We Find in Almost Every Setup, and What They Cost
Three years of GA4 audit findings: the seven errors that show up so consistently we now check for them by default. Sorted by risk, with concrete diagnosis steps and business impact per error.
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Dashboards that get used. 6 design patterns from 5 years of practice
Most marketing dashboards get built, presented once, then never opened again. Six patterns that make the difference between decoration and decision tool, even in the age of AI-generated insights.
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Data Studio vs Power BI vs Tableau 2026: Which Tool for Which Marketing Team?
Three BI tools, three very different strengths, and in 2026 three very different AI layers (Gemini, Copilot, Einstein/Pulse). Which one fits your team answers the question better than any marketing pitch.
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What Marketing Analytics Has to Learn from the EU AI Act (Even If You Don't Build AI)
May 2026: the core EU AI Act obligations are live, the grace period is over. Which marketing setups count as AI systems, which risk tier they fall into, and what to do about it now.
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Funnel.io Review 2026: Where It Sits in the Modern Data Stack, and What It Costs
Funnel.io evaluated as an ELT tool for the modern data stack: built-in harmonisation before BigQuery, dbt-compatible architecture, AI-ready output. With pricing estimator, dbt-vs-Funnel-UI comparison, and head-to-head vs Supermetrics and Fivetran.
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Server-Side Tracking with stape.io 2026: When It's Worth It, and When It Isn't
Server-side tracking is the 2026 default, third-party cookies are dead, Safari ITP wipes client-side cookies after 7 days. The sGTM container doubles as a data firewall in front of Meta CAPI, Google, and TikTok. Honest take on Stape vs GCP.
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Firebase Analytics and GDPR 2026: What Applies to App Data
Firebase Analytics in 2026: IP anonymisation is the default, the real mandatory list is EU data routing, Consent Mode v2 (DMA-enforced), and the iOS dual-consent ATT + GDPR. Plus the Art. 9 special case for health apps.
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OneTrust vs Cookiebot 2026. Who Each One Fits (and When Both Are Wrong)
OneTrust and Cookiebot solve the same problem at very different complexity levels. In 2026 a third option joins: the headless CMP. Includes Cookiebot's pricing trap, SPA pitfalls, and an interactive feature matrix.
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The Measurement Blueprint 2026: Spec, Data Contract, and AI Readiness in One
In 2026 a measurement blueprint is more than an Excel doc: a versioned JSON schema in a git repo that blocks bad tracking before it can merge, and the foundation for trustworthy BI, CDP, and AI data.
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Plausible Analytics for Mid-Market 2026: When It Beats GA4, and When It Doesn't
Plausible in 2026: 100% deterministic data without a cookie banner, against GA4's 30–50% AI-modelled estimates under Consent Mode v2. Honest take with an interactive decision engine.
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Consent Mode V2 in Practice 2026: What It Can, What It Can't. Why 80% Are Broken
Consent Mode V2 in 2026: gcd parameter for debugging, basic mode as the legally-safe default (advanced mode under EU DPA pressure), and the 5 SPA race conditions where 80% of setups stumble.
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Cookieless Attribution 2026: What Actually Works, and What Is Marketing Hype
Third-party cookies are dead in 2026. No single method is enough, the 2026 answer is triangulation: server-side tracking + MMM + incrementality testing, calibrated against ground truth.
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What Is a dataLayer? The Heart of Marketing Tracking 2026
In 2026 the dataLayer is more than pixel food: it's the single source of truth for server-side tracking, Consent Mode v2 state management, and data contracts. Without it AI/BI models hallucinate; with it, data quality stays consistent across platforms.
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Why Server-Side Tagging Is No Longer Optional in 2026
Performance, data quality and GDPR governance compared head-to-head: why server-side tagging is the new baseline for serious tracking in 2026, and why client-side setups hit structural limits.