If you've been anywhere near Google Tag Manager or Google Ads lately, you've probably seen mentions of Google Tag Gateway for Advertisers. There's been a fair bit of confusion about what it actually is, so let's clear that up.

Everyone asks "which organic keywords are driving conversions?" but GA4 won't tell you. The data exists - it's just trapped in two separate systems. I've built BigQuery pipelines that bridge the gap using probabilistic matching and statistical attribution. Here's how it works.

Running ads to your healthcare practice but can't track Cliniko bookings because the widget is embedded in an iframe? Cliniko's official line is that tracking only works on the external subdomain - but that's not the full story. We discovered their iframe does broadcast completion events via postMessage, and with the right GTM setup, you can capture those conversions. Here's how we approached it.

Skip the manual setup. This GA4 e-commerce tracking guide includes everything you need plus a free GTM container template with all 11 events pre-configured.

The data analysed covers Q3 2024 (August–October), and averages were calculated to provide actionable benchmarks. To ensure privacy and confidentiality, all data was fully anonymised before analysis.

In this post, I’ll explain how the concept of bounce rate has evolved, why Google made these changes, and what the new definition means for understanding user engagement.

In this post, I’ll take you through why query parameters matter, how to extract them, and when each method might come in handy.