Track 01 of 8
Measurement & data
Tracking, attribution, UTMs, first-party data, incrementality. The substrate everything else runs on.
Foundational
Measurement & data
GA4 + Google Ads: How to Import Conversions Properly in 2026
The link, the key-event import, and the native tag are three different things. Which one should bid, which one should observe, why the numbers never match, and how to align attribution, windows, and counting so they match closely enough to trust.
Measurement & data
Google Ads Attribution Setup 2026: The Stack That Survives Cookies, iOS, and the API Deadlines
Google measurement is a stack now: the Google tag, conversion linker, enhanced conversions, consent mode v2, offline uploads through Data Manager, Customer Match, server-side tagging or the tag gateway, and data-driven attribution. What each layer covers, the 2026 API cutoffs that broke old integrations, the code for each path, and the weekly checks.
Measurement & data
Meta CAPI Setup 2026: Server-Side Events, Deduplication, and the EMQ Score
The pixel plus conversions api stack that meta's ranking models actually train on: which parameters move event match quality, how deduplication really works, the server code for a purchase from a payment webhook, what changed in 2025 and 2026, and the checks an agent runs weekly.
Measurement & data
TikTok Events API Setup 2026: Deduplication, Match Keys, and the Attribution Windows Nobody Sets
TikTok delivery learns from what the Events API sends, scores it as Event Match Quality, and attributes it through click, engaged-view, and view windows most accounts never chose. The pixel plus Events API stack, the payload that lifts match quality, deduplication that actually works, the windows to set per ad group, and what changed in 2025 and 2026.
Measurement & data
The UTM Naming Convention Standard for Performance Marketing Teams (2026)
One tagging standard that works across Google Ads, Meta, TikTok, LinkedIn, email, and creators, lands correctly in GA4's channel groups, survives Apple's click-id stripping, and can be enforced by an agent. Field specs, per-platform templates, and the rules that keep it clean.
Intermediate
Measurement & data
GA4 Attribution Models: Data-Driven vs Last Click and What the Difference Actually Means
GA4 has three models left, two lookback settings that most teams have never opened, and since January 2026 a per-key-event override that changes what Google Ads bids on. What data-driven attribution actually computes, which reports the model touches and which it does not, how the August 2026 custom lookback windows work, and how to read a GA4 attribution report next to a Google Ads report without concluding one of them is broken.
Measurement & data
Google Enhanced Conversions: What Actually Changed and How to Set It Up Right (2026)
Enhanced conversions for web and leads became one toggle in June 2026, multiple data paths can now run at once, and offline uploads are moving to Data Manager. What the diagnostics report is really telling you, why match rates collapse, and the setup that recovers the conversions smart bidding cannot see.
Advanced
Measurement & data
First-Party Data Attribution: Building Your Own Source of Truth After iOS 17 (2026)
Three platforms each claim the same order and Safari deletes the cookie in a week. The way out is a ledger you own: server-set first-party ids, every click id and UTM captured at landing, hashed identity at login and checkout, a warehouse join to platform cost, attribution rules you wrote, a survey for the channels with no click, and a holdout to calibrate it all.
Measurement & data
Incrementality Testing on a Small Budget: The Geo Holdout Method (2026)
How to measure what your ads actually cause without a six-figure vendor contract: pick the KPI from your source of truth, size the test with a power analysis, hold out 2 to 5 markets for at least one purchase cycle, and turn the result into a multiplier you apply to every platform-reported number.
Measurement & data
Identity stitching
The part of your analytics stack that's almost certainly broken — five layers, three bugs we caught in review, and the SQL to copy.