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[18] Costly UTM Tracking Mistakes That Can Ruin Your Data (+ Fixes)

I often come across UTM tagging mistakes, especially after clicking on marketing campaign links where UTMs are used as part of the measurement strategy. Surprisingly, I have seen large brands even make these mistakes, and if you’re auditing your business or a client’s UTM strategy and practices, you’re in luck, as this guide is here […]

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Advanced Item Array Transformation/Mapping In GTM (No Code)

Different advertising platforms and Martech tools often expect product data (commonly referred to as an “item array”) in specific formats. These structures vary across platforms like Google Analytics, Meta Pixel, TikTok Pixel, Google Dynamic Remarketing, etc. Whether you’re using a web GTM container or a server container, transforming this product data to match the expected

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How To Install Piwik Pro On Any Website & CMS (WordPress, Shopify, Wix, Squarespace, Custom, etc.)

Installing Piwik Pro on your website is an easy process, and I’ll walk you through it in this guide, regardless of the CMS you use or the technology your website runs on. This article will not cover account creation or best-practice configurations (you could reach out if you feel stuck and need help). Instead, I

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Where Google Analytics (GA4) Audit Tools Fall Short

Many valid reasons exist to audit your Google Analytics property. However, if you rely entirely on automated (or semi-automated) Google Analytics (GA4) audit tools to handle the job, this guide will help you see why that may not be enough and where they fall short. This article highlights some of the most critical aspects of

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[10] Piwik Pro Privacy Features & Settings For Privacy Compliance

If you’re considering Piwik Pro as an analytics tool for your business, client, or organization, you might be wondering whether Piwik Pro is a suitable choice, especially from a privacy and compliance standpoint. Or perhaps you’re already using Piwik Pro but aren’t fully aware of the privacy features and settings it offers to help ensure

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Understanding “Visitors” and “Users” Metrics in Piwik Pro Analytics

If you’re experienced with Google Analytics 4 (GA4) and now working with Piwik Pro, you might find yourself unsure about the distinction between “Visitors” and “Users” in Piwik Pro, what they mean, whether they refer to the same thing, and how they are counted (is there any estimation applied?). In this short guide (arguably my

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How to Fix “No Client Claimed the Request” Issue in sGTM (Server-Side Tagging)

When you’re working in server-side Google Tag Manager (sGTM) preview mode, and you encounter a scenario where a request, such as a GA4 request (although rare, I’ve seen it happen), displays the following message in the Console tab of the server-side tagging debugger preview: “No Client Claimed the Request.“ Additionally, the Client section might display

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How to Get the Microsoft Clarity Session Recording Playback URL (With & Without GTM)

Microsoft Clarity does not provide a JavaScript API or function that can be executed from the front end (i.e., the user’s browser) to retrieve the current session playback URL. However, in this guide, I will show methods that reconstruct the session recording URL using values from Microsoft Clarity’s user and session cookies (_clck and _clsk),

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DataLayer Governance: 13 Checks & Practices For Healthy Measurement

I might be wrong to assume that almost everyone working with Google Tag Manager, Piwik Pro, or Tealium TMS has some familiarity with dataLayers and has worked with them before. However, this article does not explain what a dataLayer is or how to create one. Instead, it focuses on governance strategies, necessary checks and best

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