Conversion tracking reference library

Attribution windows

Attribution window reference

Why every platform reports a different number, what a window actually changes, and how to compare them fairly.

Cookie lifespans

Cookie lifespan reference

What actually limits cookie lifetime in each browser, and why the expiry you set is rarely the one you get.

GA4 ecommerce events

GA4 ecommerce event reference

The GA4 ecommerce events, the parameters that matter, the checklist, and how to validate each on a live order.

Google Ads conversions

Google Ads conversion parameter reference

Conversion action settings that change your numbers — counting, windows, value — and how to validate each.

Meta standard events

Meta standard events reference

Meta's standard events, the parameters that matter for matching, and how to validate each on a live conversion.

TikTok Events API

TikTok Events API reference

How TikTok's Events API is structured, what matters for matching and deduplication, and how to validate it.

Call tracking

Call tracking attribution guide

How dynamic number insertion attributes calls, where it fails, and how to send qualified calls back to bidding.

Validation framework

Conversion tracking validation framework

A repeatable way to prove tracking is correct — source of truth, per-record matching, closed windows, re-checks.

Event ID deduplication

Event ID deduplication

How deduplication works across platforms, what ID to use, and how to prove it's working rather than assume it.

First-party cookies

First-party cookie tracking

Why JavaScript-set cookies expire in seven days, what server-set first-party cookies change, and how to verify it.

GA4 reconciliation

GA4 source-of-truth reconciliation

How to reconcile GA4 against your own records, what gap is expected, and how to categorise the rest.

Google click identifiers

gclid, gbraid and wbraid

The three Google click identifiers, when each appears, and why capturing only gclid loses a growing share of attribution.

Enhanced Conversions data

Google Enhanced Conversions data guide

What data Enhanced Conversions needs, where it should come from, and how to prove it's actually arriving.

Meta EMQ

Meta Event Match Quality improvement guide

Which parameters move the EMQ score, the normalization rules that decide whether they count, and how to verify.

Privacy-first measurement

Privacy-first measurement guide

Measuring well while sending less — what to strip, where the real control boundary is, and what this isn't.

sGTM architecture

Server-side GTM architecture guide

How a server container fits together — subdomain, clients, tags, cookies, consent — and the decisions to make first.

Tag governance

Tag governance standard operating procedure

Who can change tracking, how changes get reviewed, and how to stop a release breaking measurement silently.

Consent Mode v2

Consent Mode v2 checklist

The four signals, the execution-order rule that breaks most implementations, and how to verify by capture.

Cross-domain

Cross-domain tracking checklist

The checks that keep a session intact across a domain hop, and what to do when the second domain can't be tagged.

Ecommerce QA

Ecommerce tracking QA checklist

The checks to run before you trust an ecommerce tracking setup — on a live order, not in preview mode.

Lead gen QA

Lead generation tracking QA checklist

The checks that catch the failures specific to lead forms — AJAX submissions, missing click IDs, spam inflation.

Container security

Server container security checklist

Hardening a server-side tagging container — access, secrets, endpoints, logging and what not to store.

Tracking audit

Tracking audit checklist

A fixed diagnostic order for auditing any tracking setup, so findings are comparable and nothing gets skipped.

Migration checklist

Tracking migration checklist

Migrating tracking without double-counting — the sequence, the parallel-run rule, and how to retire old paths.

Conversion naming

Conversion naming convention guide

A naming scheme for conversion actions that stays readable across platforms, accounts and years.

Offline conversion schema

CRM offline conversion schema

The fields a CRM needs to send outcomes back to Google and Meta, and where the chain usually breaks.

Data layer spec

Data layer specification template

What a data layer specification contains, who owns it, and how to keep tracking from breaking on every release.

Subscription schema

Subscription tracking event schema

The lifecycle events a subscription business needs to send, with values that move in both directions.

Measurement plan

Tracking measurement plan template

What a measurement plan contains, who signs it off, and why it comes before any tag is written.

UTM conventions

UTM naming convention guide

A UTM taxonomy that survives contact with a real marketing team, plus the rules that keep reporting readable.