Migration Guides

• How to Migrate to Server-Side Tracking

  Move an existing client-side stack to server-side tracking without losing data: audit, event mapping, parallel run, reconciliation, and cutover.

• Consent Mode Explained: Basic vs Advanced and How to Configure It

  Most teams meet Consent Mode the way you meet a smoke alarm at 3 a.m.: something stopped working, and a vendor told them this was why. Conversions disappeared from a campaign, an audience refused to populate, and the fix was a phrase they’d never had to understand before. Consent Mode is the bridge between a […]

• How to Map Universal Analytics Events to GA4

  The hardest part of moving from Universal Analytics to GA4 isn’t installing a new tag — it’s translating an event model that no longer exists. Universal Analytics described every interaction with a rigid category, action, and label structure. GA4 throws that away and replaces it with named events carrying free-form parameters. Your old events don’t […]

• Self-Hosted vs Managed Server-Side Tracking: How to Choose

  Once you’ve decided to move tracking off the visitor’s browser, the next question splits teams in two: do you host the tagging server yourself, or pay a managed provider to run it? The decision shapes your monthly cost, your maintenance burden, and how much of your data path you actually control. Get it wrong and […]

• How to Preserve Historical Analytics Data Before a Migration

  When you switch analytics platforms, your live tracking moves over in an afternoon. Your history doesn’t move at all. Universal Analytics and GA4 use incompatible data models, and most privacy-first tools start counting from the day you install them. The years of trends, seasonality, and year-over-year comparisons that justify next quarter’s budget can vanish the […]

• Server-Side Tracking: Why It Matters and How to Set It Up

  Every third-party JavaScript tag you load in the browser is a liability. Ad blockers strip it. Safari throttles the cookies it sets. GDPR consent banners gate it behind a click that 30-50% of visitors never give. The result: your analytics and ad platforms are missing 20-40% of real conversions, and you’re optimizing campaigns with incomplete […]

• Cookieless Tracking: How to Measure Traffic Without Cookies

  Traditional cookie-based analytics tools are bleeding data. Between ad blockers, Safari’s Intelligent Tracking Prevention, and EU consent banners where 30-50% of visitors click “reject,” the average website now misses 20-50% of its actual traffic in Google Analytics. That’s not a rounding error — it’s a blind spot large enough to wreck your marketing decisions. Cookieless […]

• Mistakes and Pitfalls When Switching from Google Analytics to Alternative Web Analytics Systems

  Moving away from Google Analytics (GA) can be the right decision—whether for privacy, simplicity, or cost. But migrations fail for the same predictable reasons: apples-to-oranges metrics, broken tracking, and unrealistic expectations. Here’s a pragmatic guide to avoid the traps and land on a reliable, decision-ready analytics stack. 1) Treating “equivalent metrics” as identical (they aren’t) […]