Tactical Notes

Turn Tracking Chaos Into Growth Clarity: Real CRO & Analytics Insights That Work.

May 27, 2025

The GA4 + GTM Tracking Blueprint for Serious CRO

Most GA4 and GTM setups are bloated, noisy, and useless for real conversion rate optimisation. This post breaks down how to build a lean, strategic tracking setup that fuels better hypotheses, cleaner test results, and sharper growth decisions.

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May 27, 2025

Why GA4 Doesn’t Do True Last Click Attribution (And What To Do Instead)

If you’ve migrated from Universal Analytics, you might be wondering: “Where the hell did my last click attribution go?” Short answer? GA4 doesn’t use it anymore. Not by default. Not even close. And for many marketers, that’s a problem. Whether you're reporting ROI on ad spend, justifying a branded search campaign, or running final-touch retargeting, last click attribution used to be your friend. Predictable. Easy to explain. Comfortable. But GA4 torched it.

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May 27, 2025

Firebase vs GA4

Both Firebase and GA4 track users. Both come from Google. Both have "events." So naturally, some fool out there says, “Well, they’re the same.” Wrong. Here's the truth...

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May 27, 2025

Firebase Event Naming Guide

Firebase gives you power. Real-time app data, audience insights, cross-platform tracking. But the minute you misuse event names, your data turns into soup. This guide will punch through the noise. Here's how to name Firebase events the right way so you don’t embarrass yourself (or your dev team).

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May 27, 2025

Google Analytics Server-side Tagging

Server-side tagging isn’t just the latest tech. It’s a structural shift in how your data gets collected, cleaned, and protected. If your GA4 data looks broken, bloated, or blocked, this is the fix you’ve been pretending you don’t need.

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May 27, 2025

GA4 vs Universal Analytics

Google didn’t upgrade Universal Analytics, it replaced it. And let’s be clear: GA4 isn’t “UA but better.” It’s an entirely different beast with new logic, new pain points, and a very different agenda. If you’re still treating GA4 like a newer version of what came before, you’re walking into a knife fight with a spoon.

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May 27, 2025

Consent Mode v2 GA4

It’s 2025. Cookie banners are no longer the annoying prelude to your website. They’re the make-or-break moment for your entire analytics stack. If you’re running GA4 without Consent Mode V2, you’re flying blind. No remarketing. No modeling. No visibility. And no excuses.

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May 27, 2025

GA4 Setup Complete Guide

How to Set Up Google Analytics 4 Properly. If you want a setup that actually gives you insights, not headaches, you're in the right place.

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Ready to fix your tracking or run smarter tests? Let’s talk.

Whether you need to fix your tracking, improve your reporting, or run better experiments, we help businesses of all sizes turn analytics and CRO into a real growth engine. Get in touch to see how better data and faster testing can accelerate your results.

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