Tracking and attribution
Conversion tracking, Consent Mode, GA4 and incrementality: which numbers you can trust.
5 articles
- Brand revenue is not automatically Google Ads performance
Why an impressive overall ROAS often rests on your brand, and how to split it into brand, non-brand and an open remainder, with the calculation shown.
6 min read · 1 November 2026 - Conversion tracking for online shops: building the foundation properly
Which conversion is primary, which parameters are required, Tag Manager or plugin, and how to sign off tracking according to how mature your shop is.
10 min read · 2 November 2026 - GA4 and Google Ads don't match: why the gap doesn't test your tracking
Why GA4 and Google Ads show different revenue, which figure is fit for which purpose, and how to find tracking errors using click IDs stored in your shop.
6 min read · 2 November 2026 - Incrementality: testing whether Google Ads really adds revenue
Which incrementality tests a mid-sized retailer can realistically run, how to read iROAS against your margin, and what is left without a formal test.
7 min read · 1 November 2026 - Server-side tracking: when the effort pays off
How much signal server-side tracking really adds, what running it costs, at what size it pays off and why you still need consent from your visitors.
6 min read · 2 November 2026