Tracking & CAPI
Unassigned Traffic in GA4: What It Means, How to Fix It
Unassigned traffic appears when GA4 sees a source and medium but no channel rule matches, usually a utm_medium it does not recognize. The exact rules and fixes.
Blog
Insights on e-commerce analytics, tracking, and marketing attribution.
Tracking & CAPI
Why Is My Direct Traffic So High? The Real Sources
Why is my direct traffic so high? Because GA4 files every session without a source as Direct: dark social, in-app browsers, untagged email, QR codes. The fixes.
Attribution
Privacy-Safe Attribution: Replacing Last-Click Without Fingerprinting
Privacy-safe attribution defined properly: why last-click is dying, the four-layer stack that replaces it (consent-gated capture, order ledger, declared sources, MER), and a migration checklist.
Attribution
Self-Reported Attribution: When the Customer Tells You the Channel
Self-reported attribution explained honestly: how 'where did you hear about us' answers give TV, billboards, word of mouth and AI search their own row, without modeling.
Attribution
Best Ecommerce Attribution Software for EU Stores: An Honest Guide
Best ecommerce attribution software compared honestly: modeled vs order-based, GDPR and data residency, WooCommerce support, pricing, and where each tool wins.
Attribution
Affiliate Attribution for E-commerce: Stop Paying Twice for One Order
Affiliate attribution for e-commerce: how network click IDs work, why coupon sites take the last click, and how to catch orders claimed twice.
Advertising
Cost per Qualified Lead: The Number That Decides Your Ad Budget
Cost per qualified lead, computed honestly: the CPQL formula, your break-even cost per lead, ROI per channel and what a CRM loop adds. With worked numbers.
Advertising
When to Pause a Google Ads Campaign: Rules, Not Gut Feel
When to pause a Google Ads campaign, decided by rules: clean weeks, break-even POAS, four verdicts with thresholds, and a countdown instead of panic.
Tracking & CAPI
WooCommerce Conversion Tracking: The Complete Guide
WooCommerce conversion tracking end to end: what Woo records by itself, where the click trail tears, plugins compared, and numbers from real stores.
Comparisons
GA4 Alternatives: Which Analytics Actually Replaces Google's
GA4 alternatives in four categories: Matomo, Plausible, Umami, PostHog. Pricing, self-hosting, the consent exemption and what Enalitica requires from an API.