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Field notes on tracking.
Plain, practical writing on server-side tracking, first-party data, consent and the data underneath good marketing. No fluff, no theory for its own sake.
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More field notes
Server-side
Why 15 to 30% of your conversions never reach GA4
GA4 and Google Ads never quite agree for a reason. Here is where the missing conversions actually go, and how to get them back.
July 19, 2026
Server-side
What a first-party tag gateway actually does
Everyone says go first-party, few explain what it changes. Here is what a tag gateway actually does, in plain terms.
July 14, 2026
First-party data
First-party cookies and the 400-day difference
Two identical first-party cookies, one lasts a week, one lasts a year. The difference quietly shortens every client's attribution window.
July 19, 2026
Agency operations
What does a tracking audit actually cover?
A quick tag test and a real audit both get called an audit, but they find very different things. Here is what a proper one covers.
July 20, 2026
Agency operations
In-house data hire or external specialist: what does each really cost?
You cannot justify a full-time data hire, but the missing conversions keep costing you. Here is the real maths on each option.
July 21, 2026
Server-side
Is server-side tracking worth it for your agency?
Server-side sounds expensive and the payback feels vague. Here is the honest business case, and when it is actually worth doing.
July 21, 2026
The next step
See what you’re losing.
We map where conversion data goes missing across your client accounts, and show what recovering it would be worth. Not a demo, not a sales call.