Everything about tracking, data
and fair attribution.
Practical blog articles about server-side tagging, GA4, consent and data quality. For agencies and eCommerce teams who take their data seriously.
Google Update: Google Signals to be removed as a control for Google Ads
Google has announced an update that will fundamentally change the way Google Analytics and Google Ads work together.
AI beïnvloedt de diensten van een marketingbureau op verschillende manieren. Ten eerste kan AI helpen bij het automatiseren van repetitieve taken, zoals het plannen van sociale mediaposts, het versturen van e-mails en het genereren van rapporten. Dit stelt marketeers in staat zich te concentreren op strategische en creatieve aspecten van hun werk. Ten tweede verbetert AI de mogelijkheid om data te analyseren. AI-tools kunnen enorme hoeveelheden data verwerken om inzichten te verkrijgen in klantgedrag, markttrends en de prestaties van campagnes. Dit leidt tot beter geïnformeerde beslissingen en meer gepersonaliseerde marketingstrategieën. Daarnaast maakt AI gepersonaliseerde klantervaringen mogelijk. Door middel van machine learning kan AI klantgegevens analyseren om voorkeuren en behoeften te begrijpen, waardoor marketingberichten en aanbiedingen worden afgestemd op individuele consumenten. Contentcreatie wordt ook beïnvloed. AI kan assisteren bij het genereren van concepten voor advertentieteksten, e-mailonderwerpen en zelfs blogposts, wat het creatieve proces kan versnellen en nieuwe ideeën kan aanleveren. Predictieve analyses, aangedreven door AI, helpen bureaus om toekomstige resultaten te voorspellen, zoals klantverloop of de waarschijnlijkheid van aankoop, wat proactieve marketinginspanningen mogelijk maakt. Tot slot kan AI de effectiviteit van advertentiecampagnes optimaliseren door middel van geautomatiseerde biedingen, targeting en A/B-testen, waardoor de ROI wordt gemaximaliseerd. Kortom, AI stelt marketingbureaus in staat efficiënter, effectiever en datagedreven te werken, met als resultaat betere resultaten voor hun klanten.
In the future, marketing agencies that perform manual tasks will no longer exist; only those that become strategic partners to their clients will survive.
From Campaign Manager to Strategic Partner: Quick Wins to Become Data-Driven
Now is the time to truly use the data you've collected. Through a number of practical quick wins, you can take the first steps towards becoming a strategic marketing partner.
Stop arguing about conversion rates: one truth for your entire team
The problem isn't that you as a marketing team are bad at what you do. The problem is that no one is talking about the same figures.
Is the Google Analytics connection to Facebook GDPR-proof? A practical explanation
What does this Google Analytics integration with Meta Events Manager entail, what data is shared, and what are the GDPR implications for you and your clients.
What do we expect from your clients for a server-side tagging implementation?
When implementing a server-side tagging setup via Google Tag Manager, you are dependent on the capabilities on the website and thus also dependent on the owner or web administrator of that website.
What conversions and events do you want to measure?
In this article, we explain what a tagging plan is, why it's necessary for your Server-Side Tagging setup, and how to create one effectively without drowning in a sea of data.
Which Google Ads conversion action do you set as primary?
The choice of the primary conversion action is important because Google Ads uses this information to determine the bidding strategy.
The effect of webhooks on the channel distribution of your purchase events in GA4
When you implement webhooks, you will see an increase in the number of purchase events in your GA4 reports, and therefore also an increase in ‘unassigned’ purchase events.
The difference between GA4 and Shopify sessions
Since Shopify owners mostly look only at Shopify Analytics, your reports or dashboards might seem incorrect, although this is not necessarily the case.
My clicks and landing page views on Meta Ads don't match
The number of clicks in your Meta Ads campaigns is (almost) always higher than the number of landing page views. This difference arises from how Meta registers clicks and views.
Server-side tagging explained
Server-side tagging is the successor to classic client-side tracking. Instead of JavaScript tags sending data directly from the visitor's browser to advertising platforms, communication takes place via your own server. The result: data is blocked less by adblockers and browser restrictions, you maintain more control over the information you share, and you comply better with privacy regulations such as GDPR.
In our blog, you'll find comprehensive articles on how server-side tagging works, what the technical requirements are, and how to implement it practically for Google Ads, Meta and other platforms.
GA4 and data quality
Google Analytics 4 is powerful, but also complex. Many e-commerce companies see discrepancies between their GA4 data and reality, due to poor implementations, missing events, or flawed attribution. We regularly write about common mistakes, best practices for e-commerce tracking and how to set up GA4 reliably for your specific situation.
Ever thought about purchase events being measured twice, missing checkout steps, or session data being incorrect due to cookie restrictions in Safari and Firefox? Sound familiar? Then our blog is a must-read.
Attribution and POAS
Last-click attribution doesn't tell you the real story of your customer journey. In our articles on attribution, we delve into how to fairly measure which channel and which campaign actually generate revenue and profit. We cover models like data-driven attribution, the role of first-party data, and how to use POAS (Profit on Ad Spend) as a steering tool instead of the classic ROAS.
For agencies that want to show their clients where the marketing budget truly pays off, honest attribution is indispensable. We explain how it works technically and how to make it insightful.
Monitoring and data quality monitoring
A tracking implementation that works well today could break tomorrow due to a website update, a new cookie banner script, or a platform change. Without structural monitoring, you'll only notice this weeks later, by which time the damage is already done. On our blog, we write about how to proactively monitor your tracking, which signals you shouldn't miss, and how to set up alerts that inform your team immediately.
From deviations in conversion numbers to missing parameters in your events: we'll show you what good data monitoring entails and why it's just as important as the implementation itself.
Who is this knowledge base intended for?
Our articles are written for e-commerce agencies, performance marketers and e-commerce managers who work daily with tracking data and advertising platforms. We don't do superficial: we write for people who understand what a data layer is, but also for people who are still figuring out how server-side tagging works in practice. Accessible where possible, technically in-depth where necessary.
If you have questions after reading an article, or want to know how your own setup is doing, you can have your data checked via AdPage in two minutes, with no obligations.