server side gtm not receiving events: diagnose and fix fast
Server-side GTM often fails because the server container never receives the event requests you expect.. Most missed events trace back to DNS misconfiguration, HTTPS issues, or client-side tags firing to the wrong endpoint—problems that rarely show up in the GTM debug panel. Many teams waste hours tweaking server container settings when the real issue is […]
blended ROAS vs platform reported ROAS: calculation pitfalls
Most operators running multi-channel spend rely on platform ROAS numbers that routinely overstate channel performance and bury cross-channel cannibalization. If you judge Meta or Google Ads by their own dashboards, you miss how overlapping attribution and signal loss distort the real incremental return on ad spend. Many teams switch to blended ROAS, thinking it gives […]
Écarts Meta vs Google Ads : causes et correctifs
Une même commande attribuée à la fois à Meta et à Google Ads fausse vos analyses de performance et gonfle artificiellement le coût d’acquisition affiché. L’écart d’attribution ne vient pas d’une simple différence de modèles : il résulte de méthodes de tracking incompatibles, de fenêtres d’attribution distinctes et du double comptage systématique dès qu’un utilisateur […]
Meta ROAS fell without campaign changes: tracking
Most Meta ROAS drops blamed on creative or budget changes start with missed tracking or attribution issues—often invisible in the main reporting view. Ignoring the measurement layer leads to wasted time, wrong fixes, and sometimes months of lost revenue. By the end of this article, you’ll know how to systematically rule out pixel misfires, CAPI […]
meta aggregated event measurement priority wrong: fix order
If you’ve ever changed event priorities in Meta’s Aggregated Event Measurement (AEM) settings and then stared at Events Manager wondering why nothing looks different, you’re not imagining it. The interface routinely lags behind what’s actually happening on Meta’s servers, and that gap gets worse right after domain verification changes or privacy-related configuration updates — which […]
Ecommerce tracking audit checklist and tools
Most e-commerce tracking audits miss critical gaps because they focus on tag presence, not on what those tags actually capture or how data flows to your ad platforms. A broken purchase event or a mismatched product ID can quietly drain your ad budget or corrupt your attribution, and you won’t notice until the numbers don’t […]
Tracking traffic from ChatGPT and AI search
Most analytics setups miss or misattribute traffic from ChatGPT and AI search tools, often lumping it under “Direct” or “Referral” without context. This blindsides teams trying to measure impact from AI-driven discovery or optimize for these new channels. Even advanced UTM tagging and referrer-based logic break down when AI interfaces strip or rewrite links, or […]
Agence tracking e-commerce : expertise et conformité
Confier son tracking e-commerce à une agence sans vérifier ses pratiques expose à des erreurs de collecte, des données inexploitables et des risques de sanction CNIL. Beaucoup se contentent d’installer des tags ou de recopier des configurations, sans réelle compréhension du data layer, du server-side tagging ou du consent mode Google. Le choix ne se […]
Consent Mode v2 mal configuré : conversions perdues
Une configuration incorrecte du Consent Mode v2 fait disparaître une part non négligeable des conversions dans Google Ads ou Analytics, même si les balises semblent déclenchées. Sur des boutiques françaises, la séquence CMP-GTM-balises rompt souvent à cause d’un chargement asynchrone ou d’un état de consentement par défaut mal géré. Beaucoup supposent que l’activation tardive du […]
GA4 missing subscription renewals: server fix
Most e-commerce brands using GA4 miss subscription renewals entirely—these server-side transactions never trigger web events, so GA4’s standard setup ignores them. Treating renewals like new purchases in your analytics is a mistake: browser-based tracking won’t catch recurring payments handled by Stripe, Recharge, or your billing platform’s backend. This breaks revenue attribution, cohort analysis, and LTV […]
