Every few weeks someone tells me consent management “destroyed their data.” Then I open their site and find the real culprit: the cookie banner loads last, half the tags load outside the tag manager entirely, and a well-intentioned blocking rule is holding conversion tags hostage for twenty seconds. Consent didn’t kill their data. Sequencing did. […]
Every engagement I start begins the same way: I refuse to believe the data until it earns it. Here’s the exact checklist I run on every GA4 property before I’ll make a single recommendation from it. Timezone & currency match the business. (You’d be amazed.) Internal traffic filtered — and the filter is actually active, […]
Every marketing team I meet has the same two problems: too much data, and too little time. And almost every one of them thinks the answer is another dashboard. It isn’t. A dashboard is a window. What most teams are missing is hands — things that actually go do the work. That’s what AI agents […]
Google Tag Manager is an awesome tool. It’s crazy powerful. I equate using GTM to having the Marauder’s Map in Harry Potter: you’re given an entryway into a website and can influence all of the inner workings without being handed an actual key to the site. A lot has changed since I first wrote this […]