Redirect payments and your missing GA4 purchase event
Mollie says it plainly: the customer may not return. Your purchase event lives on the page they never reached.
8 min read
#data-discrepancy
15 articles
Attributing sales that close inside WhatsApp
The webhook hands you the ad ID, not the campaign. And the person identifier has no equivalent on the web side.
8 min read
Are third-party cookies actually gone? Read the dates
Chrome still enables them by default. Safari and Firefox blocked years ago. The replacement programme was wound down.
7 min read
What breaks in your analytics during peak season
GA4's BigQuery export caps at 1 million events a day, and an exceeded export pauses without reprocessing previous days.
7 min read
Marketplaces return traffic, never its source
Amazon's own schema returns 28 traffic fields per product and zero origin fields. The absence is in the schema, not your integration.
8 min read
Why GA4 and your BigQuery export will never agree
Google lists BigQuery export among features that do not support behavioural modelling. The interface estimates; the export observes.
8 min read
How to tell if your data pipeline broke, or just lied
Airflow documents it in one line: if the run never finishes, the SLA is never checked. That is the easy version.
8 min read
Why your product isn't showing on Google Shopping
Preemptive item disapproval disapproves what Google suspects, not only what it checked. And GTIN is not required; brand is.
8 min read
How long to keep marketing data (GA4 already decided)
GA4 standard allows 2 or 14 months, and large properties get 2. The aggregate report survives; the exploration does not.
8 min read
Why Shopify and GA4 revenue never match
Adobe says it plainly: the two should not match in almost every case. GA4 excludes tax and shipping; Shopify includes both.
8 min read
What the ERP returns as sales data (and what it does not)
The Omie order returns neither CPF nor CNPJ, and in Olist the field called origin is not the marketplace: it means point of sale.
9 min read
Why you can't compute LTV across marketplace and own store
Amazon documents its buyer email as anonymized, and no order carries a traffic source. Cross-channel identity is absent by design.
8 min read
Is server-side tagging worth it? Read both documents first
Google promises full durability on a subdomain. WebKit caps CNAME-resolved subdomain cookies at seven days. Both are current.
8 min read
Marketing and finance never close the same revenue number
Both numbers are right. The accounting standard recognises revenue on transfer of control; marketing measures at checkout.
8 min read
Why your reported ROAS exceeds actual revenue, mechanically
Google documents that other platforms take full credit for a conversion with other touchpoints. Nobody deduplicates across vendors.
8 min read