Whitepapers

Knowledge that
works

Six practical guides on the core topics of modern data analytics — free, no paywall.

White Paper 01 · June 2026
Server-Side Tracking GA4 Marketing Decision-Makers

The Silent Data Leak

Why browser-based tracking is no longer enough — and how server-side tracking recovers 20–40% of lost data

20–40% of events are lost — through ad blockers, Safari ITP and iOS ATT. The tricky part: GA4 doesn't show it. This whitepaper explains how large your data gap actually is, how to quantify it yourself and how server-side tracking closes it structurally. With implementation plan, worked examples and realistic expectations.

  • Diagnostic methods: quantify your own data loss in 30 minutes
  • 3-phase implementation plan: GA4 → Ad platforms → First-party cookies
  • Expected effects: +20–40% events, +35% attribution, −200ms page load

File Info

FormatPDF
Size260 KB
Pages13
DateJune 2026
AudienceMarketing & IT decision-makers, performance managers, e-commerce
White Paper 02 · June 2026
GTM Audit Tag Management GDPR

The GTM Container as a Mountain of Debt

Identifying, assessing and systematically reducing technical debt in tag management — before it causes measurement errors, load issues and GDPR risks

Every GTM container with more than two years of history carries technical debt. Zombie tags, trigger chaos, hard-coded values, missing documentation — and tags firing before the consent signal. This whitepaper shows how to systematically audit your container and make it permanently maintainable.

  • 4-phase audit process: Inventory → Validation → Traffic light assessment → Documentation
  • Impact-first prioritisation: GDPR risks first, then measurement errors, then performance
  • Naming conventions, change-log templates and workspace strategy for permanently clean containers

File Info

FormatPDF
Size269 KB
Pages14
DateJune 2026
AudienceDigital Analytics Managers, Marketing Ops Teams, Agencies
White Paper 03 · June 2026
First-Party Data Attribution CMO

First-Party Data

How companies lay the foundation for data-driven marketing — independent of third-party cookies, platform algorithms and external data

Third-party cookies are dying, CPMs are rising, attribution models are becoming unreliable. Most companies already have valuable first-party data — it's just not structured, connected and activated. This whitepaper shows the path from inventory through CRM integration to activation with Customer Match and Enhanced Conversions.

  • 4-layer model: Collection → Enrichment → Activation → Measurement
  • Implementation examples: hashed email as cross-system identifier, Enhanced Conversions, BigQuery export
  • Self-assessment: 6-point checklist — where does your first-party strategy stand today?

File Info

FormatPDF
Size249 KB
Pages14
DateJune 2026
AudienceCMOs, Marketing Strategists, E-Commerce Directors
White Paper 04 · May 2026
E-Commerce GA4 GTM

E-Commerce Tracking with GA4

Complete implementation of product lists, cart events and checkout funnels — how data gaps in e-commerce reporting are structurally closed

Most e-commerce shops track too little or incorrectly. Missing item parameters, incomplete funnel events, misconfigured Enhanced Conversions — the result: budget decisions based on incomplete data. This whitepaper shows the complete GA4 implementation with GTM and dataLayer, including error analysis and quality assurance.

  • Complete GA4 item object: all relevant parameters for clean product reporting
  • dataLayer architecture: add_to_cart, begin_checkout, purchase — with deduplication strategy
  • Enhanced Conversions with hashed email for more precise attribution in Google Ads

File Info

FormatPDF
Size299 KB
Pages18
DateMay 2026
AudienceE-Commerce Managers, Performance Marketing Managers, Developers
White Paper 05 · April 2026
Data Studio Reporting KPI Framework

Dashboard Design

Why most dashboards fail — and how to build an effective reporting system that actually leads to better decisions

72% of dashboards are barely opened after 3 months. That's not a technical problem — it's a design problem. Too many metrics, no hierarchy, wrong rhythm, no connection to decisions. This whitepaper shows how to build a reporting system that's actually used — from KPI hierarchy through visualisation selection to technical implementation.

  • Measurement Framework: define goals first, choose tool second — never the other way round
  • KPI hierarchy: four levels, four audiences, four dashboards — Executive to Channel
  • 5–8 core KPIs per dashboard: how to eliminate data noise and establish decision relevance

File Info

FormatPDF
Size293 KB
Pages16
DateApril 2026
AudienceMarketing decision-makers, CMOs, Analytics Managers, Agencies, E-Commerce Teams
White Paper 06 · March 2026
Consent Mode v2 GDPR CMP

Consent Strategy 2026

Google Consent Mode v2, GDPR and nDSG — how to build a legally compliant consent strategy that preserves data quality rather than destroying it

Consent Mode v2 is no longer an optional optimisation — it is a prerequisite for correct attribution and GDPR compliance. Most implementations are technically flawed: wrong signal sequence, missing initialisation before GTM, tags firing despite rejection. This whitepaper shows the complete consent strategy from CMP selection to validation.

  • Consent Mode v2: the four signal parameters and correct initialisation before all GTM tags
  • CMP integration with GTM: Custom HTML tags, trigger sequence and consent check configuration
  • Validation: checking consent status in the dataLayer and diagnosing common implementation errors

File Info

FormatPDF
Size259 KB
Pages15
DateMarch 2026
AudienceMarketing/IT decision-makers, Analytics Managers, Data Protection Officers

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