Writing
Notes on analytics engineering, server-side tracking, tag management, and the data pipelines behind them.
Why moving your tag container into a server-side environment changes the trust and accuracy equation for every downstream report.
A field-by-field breakdown of the GA4 ecommerce object, and the schema decisions that keep a data layer maintainable past launch day.
GTM workspaces multiply fast. Here's the review process that keeps a container auditable once more than two people can publish to it.
The GA4-to-BigQuery export is a firehose. A few partitioning and materialization habits keep the monthly bill from surprising anyone.
Consent Mode doesn't just toggle tags on and off — it changes what a hit looks like on the wire. Here's what modeling can and can't fill in.