Insights

Measurement Engineering Insights

Practical notes on digital analytics, tracking reliability, automation, Snowflake, GTM, Adobe Analytics, GA4, AI traffic, and data quality.

Analytics Engineering9 min read

Why Your Analytics Data Should Pass Through Your Own Domain First

July 7, 2026

Why routing analytics events through a first-party collection domain gives businesses more control over data quality, consent enforcement, privacy risk, resilience, and vendor independence.

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Analytics Engineering8 min read

Why GA4 BigQuery Export Matters

June 28, 2026

The GA4 interface is useful for quick reporting, but BigQuery gives teams access to raw event-level data, deeper debugging, reliable QA, and better analytics ownership.

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Tracking & GTM12 min read

Why GTM Click Tracking Breaks Silently

June 2026

How frontend changes, CSS selectors, and untested releases can damage conversion tracking without anyone noticing.

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Implementation5 min read

Better selectors for reliable analytics tracking

June 27, 2026

Why data attributes, stable naming conventions, and tracking specifications are safer than fragile CSS class-based triggers.

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AI Analytics6 min read

AI assistant traffic is becoming a real analytics channel

June 27, 2026

How AI assistants, answer engines, and generated recommendations are changing referral patterns, attribution, and measurement strategy.

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