// writing & insights
Notes from the work
Practical, no-fluff posts on GA4, SEO and measurement — grounded in real client work, not theory.
The executive GA4 dashboard: 4 metrics that actually matter for growth
Sessions went up and leads didn't move. Here's the GA4 and Data Studio dashboard built around outcomes, not traffic, and the exact metrics to put on it.
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GA4 not tracking form submissions? Why your leads don't match, and how to fix it
GA4 says 40 leads, your inbox says 12. Why GTM's form trigger gets it wrong, and the fix that counts only the leads that actually arrive.
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Server-side tagging vs. Consent Mode v2: what EU e-commerce stores actually need
Consent Mode v2 and server-side GTM solve different problems. Here's which one your store actually needs — and when you need both.
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Why GA4 unassigned traffic spikes after Consent Mode v2
The tag-order bug that pushes sessions into (Unassigned) after Consent Mode v2, and the 20-minute GTM fix.
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Why your GA4 revenue doesn't match Shopify or WooCommerce
The four causes of e-commerce revenue discrepancies in GA4 — and how to align your reporting with what actually sold.
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Why your GA4 conversions don't match reality
The three default settings that quietly double-count your most important events — and the 20-minute fix.
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A content audit you can finish in an afternoon
Most "SEO audits" are 80 pages no one reads. Here's the one-sheet version I actually use with clients.
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Stop reporting traffic. Start reporting decisions.
A simple reframe that turns a monthly analytics review from a status update into a growth meeting.
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