Analytics Engineer & Tracking Strategist

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May 24, 2025

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September 13, 2025

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Google Analytics 4 Measurement Protocol

Learn all about the meaning of Google Analytics payload parameters and how the protocol works.

View the cheatsheet View the (new beta) cheatsheet (wip)

Latest Posts

December 28, 2024 web analytics

Big News: My Tools Are Becoming Paid Tools Starting January 1st!

Dear friends and users, ? Big changes are coming! Starting January 1st, 2025, my tools will transition to a premium model... or will they? ? Here’s the scoop: [...]

November 12, 2024 web analytics

How to Track Page Loads When Restored from the Back/Forward Cache

If you've never heard of it, the back/forward cache (bfcache) is a browser optimization introduced in 2019 that is available in all major browsers, including Chrome (or Chromium-based browsers, version 96 and above), Firefox, and Safari. It all [...]

September 30, 2024 web analytics

Return Of The Custom Task (Google Analytics 4 Redux)

I've released a new library named "Return Of The CustomTask" which as the name it self suggest brings back the Universal Analytics Custom Task functionality to Google Analytics 4. [...]

June 24, 2024 web analytics

Securing Google Analytics 4 (GA4): Mitigating Spam and Protecting Measurement IDs with Server-Side Strategies

Disclaimer: Got a report of this may breaking some Google Ads Integration. I'm gathering details to understand the issue and try to find a workaround (if possible). One of the most rec [...]

June 23, 2024 web analytics

Solving the GA4 Server-Side Configuration Issue: Why Your First Hit Might Bypass Your Server-Side Endpoint

Disclaimer: This might stem from a misunderstanding on my side about how GA4 tags function within Google Tag Manager (GTM), especially compared to how configuration tags used to work in Universal Analytics. The differences between these systems can be subtle and confusing. This issue has been quite frustrat [...]

June 21, 2024 web analytics

Guide to Tracking Google Ad Manager Impressions and Clicks

When we use Google Ad Manager, the ads are served using an iframe, which makes it somewhat challenging if we want to track the impressions in another tool, such as Google Analytics 4. This is why, on this occasion, I'll be sharing a libra [...]

January 2, 2024 web analytics

... App Debugging For All: Making App Implementation Auditing Accessible to Everyone!

If you've ever worked on a project and needed to debug your company's or client's app, I'm sure you already know how frustating can be needing to audit the implemetnation. I'm sure you know I'm talking about. Not having a public and avaiable namespace and API as we do in browsers can make things really hard, even more if y [...]

August 10, 2023 web analytics

Securing Your DataLayer: Defending Against Pollution by External Tools and Bots to Preserve Data Integrity

As expected in the last months many vendors and providers has started to add Google Analytics 4 integrations, and many of them may just push events to the GTAG wrapper function, and you'll likely ending having some unwanted events on your reports. [...]

August 1, 2023 web analytics

Step-by-Step Guide: Measuring JavaScript Memory Usage on Your Web Pages

Anyone that knows me is aware of how obsessive may I be when working on something from the optimization perspective. I really mi The point of this post is measuring the current memory usage by the JavaScript in our pages, for this we'll be using the performance.memo [...]

July 13, 2023 web analytics

Unraveling the User Engagement Measurement in Google Analytics 4

Deciphering User Engagement Measurement in Google Analytics 4 One of the most notorius changes in Google Analytics 4 was the removal of the Bounce Rate Metric in benefit of the Engaged Sessions / Engagement Time. ( y [...]