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All articles tagged: gtm

Analytics news: September 2026

September brought some genuinely interesting and useful features. On the Google side there are AI-generated summaries of published versions in GTM and improved hostname-based traffic filters in GA4, and Stape released a nice new solution: AI traffic detection.

Oct 8, 2026Reading time: 3:00

Analytics news: August 2026

We're back from the summer break with a triple dose of news: June, July and August together. Google mostly made more announcements than real changes in that time, but we've summed them up. Starting with this issue, the series gets a separate section on server-side and marketing APIs.

Sep 1, 2026Reading time: 6:00

Analytics news: May 2026

Google Marketing Live took place on May 20, and as usual Google showered agencies and clients with announcements. This time the focus is on Tag Manager: official confirmation of a refreshed interface and a fundamental change in its architecture.

Rafał Piszczatowski

Jun 7, 2026Reading time: 5:00

Analytics news: January 2026

January brought more announcements than actual updates. Most of the new features are either unavailable or in very early beta. GA4 is in a state of chaos because of new features that, in my view, only make the tool less trustworthy. GTM announced a simple Google Tag Gateway integration through GCP, and I'm honestly looking forward to it. Looker Studio got a few useful improvements.

Jan 30, 2026Reading time: 6:00

Analytics news: December 2025

November brought nothing even worth mentioning, but in December both Google Analytics and Google Tag Manager got features that could be very useful in 2026. First up is Analytics Advisor, a conversational AI agent built into GA4. GTM has its first change since August: some very handy built-in variables

Dec 30, 2025Reading time: 3:00

Analytics news: October 2025

Two Google Analytics updates caught my eye in October: new connectors for importing cost data from ad platforms (we have a dedicated blog article on them) and new metrics in competitive benchmarking. Google also expanded responsive dashboards in Looker Studio

Oct 31, 2025Reading time: 2:00

Analytics news: September 2025

By now we're probably used to Google not spoiling us with updates, but here's what happened in September: new cost data imports in GA4 and new sorting options for Looker Studio tables.

Sep 30, 2025Reading time: 1:00

Analytics news: July/August 2025

After the summer break, we're back with our monthly roundups of what's new in web analytics across Google's tools. Here's a summary of what changed in July and August.

Sep 5, 2025Reading time: 2:00

Analytics news: June 2025

Not much happened in GA4 in June that deserves a longer comment. The GA4 roadmap is getting more and more disappointing. Still, here's a summary of the main updates.

Jul 3, 2025Reading time: 2:00

Analytics news: May 2025

May brought no updates to Google Analytics 4 itself, but there is an interesting change in how data gets collected: new ways to set up Google Tag Gateway, previously known as first-party mode. Looker Studio also has a new UI/UX, and it's a genuine improvement.

Jun 10, 2025Reading time: 3:00

Analytics news: April 2025

April brought another round of mostly cosmetic changes to Google Analytics 4 and GTM, and most of the new features are the kind few of us will ever use. There is one gem, though: new item-level filtering options. It's something everyone has probably been waiting for, and it's hard to understand why Google's engineers are only adding such a simple, fundamental feature now.

May 6, 2025Reading time: 2:00

Analytics news: March 2025

Our monthly roundup of what's new in web analytics. In March, the things to watch are annotations in GA4 and the announcement that GTM will load the Google tag automatically.

Apr 3, 2025Reading time: 2:00

Analytics news: February 2025

February was another month in a row without many updates. As always, we've summed up everything that happened in this article.

Mar 1, 2025Reading time: 1:00

How to implement Google Ads Enhanced Conversions

Implementing Enhanced Conversions in Google Ads is an important part of campaign optimization. It lets you send additional user data, such as email addresses or phone numbers, to make conversion tracking more accurate.

Rafał Piszczatowski

Feb 21, 2025Reading time: 7:00

Analytics news: January 2025

January didn't bring many updates to Google's analytics tools. We've still rounded up the most important ones, and the highlight is a long-overdue feature: copying exploration configurations between properties. More details in the article, as usual.

Jan 31, 2025Reading time: 2:00

Mapping a custom subdomain to your tagging server in Google Cloud Platform (Cloud Run)

Mapping a subdomain to your tagging server takes server-side tagging a step further. You get a first-party context, which means more secure and, above all, longer-lasting cookies. As a result, your data is more accurate and your ads target users more precisely, which should translate into lower ad spend. This article walks you through the setup step by step.

Jan 28, 2025Reading time: 5:00

Data Layer step by step: a beginner's guide

The Data Layer is a JavaScript object (stored in an array) used to pass information from your website in a consistent, structured way.

Jan 8, 2025Reading time: 8:00

Analytics news: November 2024

Not much happened in web analytics in November, but a few features are worth mentioning, including Customer Match in Google Analytics, which helps you maximize your audience lists, and showing applied filters to people viewing Looker Studio reports.

Dec 4, 2024Reading time: 2:00

Analytics news: October 2024

A roundup of the web analytics updates from October, including benchmarking in GA4, saving and sharing segments, and a new realtime report.

Nov 5, 2024Reading time: 2:00

Meta Conversions API: what, why and how? A step-by-step guide

For Meta Ads, the Meta Conversions API is the answer to the limits of client-side tracking. In this article you'll learn what it is, how it works and why it's worth implementing, and we'll debunk a few myths about it along the way.

Oct 22, 2024Reading time: 4:00

Analytics news: September 2024

Here's what interesting releases came out over the summer in web analytics, including traffic sources finally available in BigQuery, improvements to GA4 reports and an Excel connector for Looker Studio.

Sep 30, 2024Reading time: 3:00

Server-side GTM setup pitfalls on Google Cloud Run

If you use server-side tracking on Google Cloud Run, or are thinking about it, this article will help you avoid a few early pitfalls that are easy to fall into during setup.

Sep 23, 2024Reading time: 4:00

GA4, Google Tag Manager and Consent Mode audit: a full Google Analytics 4 review

A Google Analytics 4 (GA4) audit is what lets a company use the tool effectively and trust its data. After a careful audit, you can rely on that data across your organization with full confidence and turn it into higher revenue.

Rafał Piszczatowski

May 15, 2024Reading time: 6:00

How to get around ad blockers and collect more data in Google Analytics 4

Learn how server-side tagging affects your Google Analytics 4 data compared with traditional client-side tagging.

Mar 19, 2024Reading time: 3:00

A practical guide to GTM server-side tagging for Google Analytics 4

This guide shows you how to set up server-side tracking with a server-side GTM container, from start to finish.

Feb 21, 2024Reading time: 7:00

A practical guide to Google Consent Mode v2

Everything you need to know about Consent Mode v2 and a complete approach to cookie management, collected in one place as a straightforward guide.

Jan 22, 2024Reading time: 15:00

Analytics news: September 2023

The latest news from the world of Google analytics tools: September 2023

Oct 4, 2023Reading time: 2:00

Google tag replaces the Google Analytics 4 Configuration tag

In this article you'll learn what the Google tag is, whether you need it, what you can use it for and how to set it up yourself

Sep 15, 2023Reading time: 3:00

Analytics news: July 2023

The latest news from the Google analytics tools: July 2023

Jul 27, 2023Reading time: 2:00

Google Analytics 4: setting up enhanced ecommerce tags

This article shows how to set up the main tags in Google Tag Manager for an enhanced ecommerce implementation in Google Analytics 4. It's especially useful if your store runs on WordPress.

Rafał Piszczatowski

Jul 1, 2023Reading time: 4:00

Analytics news: May 2023

The latest news from the world of Google analytics: May 2023

May 24, 2023Reading time: 2:00

Analytics news: April 2023

The latest news from the world of Google analytics: April 2023

Apr 13, 2023Reading time: 2:00

Analytics news: March 2023

The latest news from the world of Google analytics: March 2023

Mar 16, 2023Reading time: 3:00

Setting up Enhanced Ecommerce with a WordPress plugin

I tested a plugin that automatically builds a dataLayer for an Enhanced Ecommerce implementation in Google Analytics. If your store already pushes Data Layer events, you can skip the first sections and go straight to setting up the tags in Google Tag Manager.

Rafał Piszczatowski

Aug 29, 2021Reading time: 6:00