The Google Tag Gateway is one option if Google tags need to be delivered via a first-party context. For simple, Google-centric setups, this may suffice, but in most cases, it’s more worthwhile to switch directly to server-side tracking. For demanding advertisers, however, server-side tracking is the significantly more powerful architecture….
Many marketing teams are familiar with this: The GA4 numbers feel “somehow wrong.” Campaign reports don’t match shop revenue, the ratio of (direct) / (none) is increasing, conversions are disappearing – and the feeling lingers: ” Our Google Analytics numbers are wrong. “ Typical questions in everyday marketing are: “Why…
Success in digital marketing depends significantly on the quality of the available data. Server-side tracking and the associated data enrichment offer the opportunity to gain deeper insights, make more precise decisions, and ultimately use advertising budgets more efficiently. Optimization based on POAS instead of ROAS A decisive advantage for companies…
Accurate measurement of user behavior on websites is essential for effectively optimizing content. In particular, reading behavior provides insight into whether content is actually being consumed. But how can one reliably capture “real reading” on the web? Google Tag Manager (GTM) offers powerful tools for this. Problem Classic methods such…
This article highlights the advantages of server-side tracking over traditional tracking methods. As a specialized server-side tracking agency, we target marketing professionals and e-commerce companies that want to sustainably improve their data quality. Why is server-side tracking important? Browser tracking is becoming increasingly unreliable: Up to 40% of orders are…
This guide refers to the Shopware extension ” Google Tag Manager / GA4 / Server-Side Tracking “ by Bui Hinsche GmbH. The goal is to create alogin event along with relevant customer data to the Google Tag Manager data layer. Define login route Deposit DataLayer payload These variables should be…
Matomo is a powerful web analytics tool that provides detailed insights into the behavior and characteristics of website visitors. A central component of these analyses is the API endpointLive.getLastVisitsDetails , which provides a comprehensive overview of recent visits to a website. This is not raw tracking data, but rather processed…
UTM parameters are not just a nice-to-have. They are the foundation for accurate campaign analysis in Google Analytics or Matomo. Anyone using newsletters, social media posts, collaborations, QR codes, or other external traffic sources without clear UTM logic will quickly produce unclear data, unnecessarily high levels of direct traffic, and…
Manually setting parameters is time-consuming and prone to errors. This article explains how to automatically set campaign names with UTM parameters in Google Ads using Google Ads Script.
Requirements To integrate the Matomo – Google Ads Conversion Importer you need access to the following products Activate Google Ads Account automatic tag marking Google Ads’ automatic tag marking is the basis on which Matomo’s goal completions are passed on to Google Ads. This must be activated in the Google…
