Topic
March 2025
The direct Meta–GA4 integration can now import aggregate advertising data. It does not transfer Pixel events and does not replace Conversions API or correct UTM tagging.
July 2022
GTM is not a cupboard for as many pixels as possible. It is a control layer that should safely and controllably send the right data from a business event to the right service.
July 2022
GA4 does not need to measure everything. It needs to reliably capture a few business events and help decide which marketing to strengthen, fix or switch off.
January 2019
UTM parameters are not decoration after a question mark. They are marketing's shared language. Without rules, they produce five names for the same source and a report nobody trusts.