67 pages · PMs
Own the number before you own the tag
The expensive mistakes are product mistakes: Purchase on the landing page, no owner for GTM, staging ids in production. The validator catches syntax. You catch intent. These pages are the ones to send the room before kickoff.
Pixels and tags
- A pixel is an HTTP request with a job Pixels · PMs, marketers, engineers
- Impression and click are not the same URL Pixels · marketers, PMs, engineers
- Thank-you page pixels miss the backend sale Pixels · PMs, marketers, engineers
- The vendor host cannot see your cookie jar Pixels · engineers, PMs
- The URL changed. The pixel did not. Pixels · engineers, PMs
- UTM is not a click id Pixels · marketers, PMs, engineers
- Purchase does not belong on the landing page Pixels · marketers, PMs, engineers
- Not every 200 was a person Pixels · engineers, PMs, marketers
- The tag ran. The request did not. Pixels · engineers, marketers, PMs
- buyer@example.com in the query is a finding Pixels · engineers, PMs
- A first-party hostname is still their collector Pixels · engineers, PMs
Conversion APIs
- The browser never saw the purchase CAPI · PMs, marketers, engineers
- Two pipes, one conversion CAPI · engineers, marketers, PMs
- One event_id, two transports CAPI · engineers, PMs
- A conversion with nobody on it CAPI · marketers, engineers, PMs
- sGTM is a proxy. CAPI is your job. CAPI · engineers, PMs
- 200 means the server was awake CAPI · engineers, PMs
- The conversion happened in Salesforce CAPI · PMs, marketers, engineers
- Purchse is a custom event whether you meant it CAPI · marketers, engineers, PMs
- Do not fire the whole funnel on thank-you CAPI · marketers, PMs, engineers
- A refund is a measurement event CAPI · PMs, marketers, engineers
Identity and matching
- gclid, fbclid, ttclid, msclkid, li_fat_id Identity · marketers, engineers, PMs
- client_id is analytics. external_id is yours. Identity · engineers, PMs
- distinct_id is who PostHog and Mixpanel join on Identity · engineers, PMs
- The platform's graph is not your CDP Identity · PMs, engineers, marketers
- Safari will expire that cookie Identity · engineers, PMs
- Checkout on another host drops the click id Identity · engineers, marketers, PMs
Time and attribution
- Ingestion time is not event time Time · engineers, PMs
- The window is a report setting, not a pixel Time · marketers, PMs, engineers
- Too late for the graph, still true in finance Time · engineers, marketers, PMs
- View-through is an impression credit, not a click Time · marketers, PMs, engineers
- Last click is a story. Data-driven is a model. Time · marketers, PMs, engineers
Consent and privacy
- A TC String is not the letters 1 or true Consent · engineers, PMs, marketers
- GPP header type is 3 Consent · engineers, PMs
- US Privacy was deprecated on 31 January 2024 Consent · engineers, PMs, marketers
- Consent Mode is a gtag signal, not a CMP Consent · engineers, marketers, PMs
- A banner that does not block still fires the pixel Consent · PMs, engineers, marketers
- CAPI still needs a lawful basis Consent · PMs, engineers
- Limited Data Use is a parameter, not a vibe Consent · engineers, PMs
- ATT is a prompt. IDFA is the identifier. Consent · engineers, PMs
- Child-directed traffic is not a tag setting you forget Consent · PMs, engineers
- Event logs are PII adjacent Consent · engineers, PMs
- Cookies are not the only measurement future Consent · PMs, engineers
- Aggregate reports are not a pixel HAR Consent · engineers, PMs
- Withdrawing consent has to hit the same URL that accepted it Consent · engineers, PMs, marketers
Mobile and MMP
- The MMP endpoint is a contract, not fire-and-forget Mobile · engineers, PMs
- SKAN is a conversion value, not a click id Mobile · PMs, engineers, marketers
- Install is not session is not in-app purchase Mobile · PMs, marketers, engineers
- The click was on the web. The conversion was in the app. Mobile · PMs, engineers, marketers
- IDFA is advertising. IDFV is the vendor. GAID is Android. Mobile · engineers, PMs
- Store receipts are the source of truth Mobile · engineers, PMs
- Device graphs got worse. Probabilistic got noisier. Mobile · PMs, engineers
Analytics and CDP
- timestamp_micros is 16 digits Analytics · engineers, PMs
- PostHog returns 200 and drops the event Analytics · engineers, PMs
- track without an event name still 200s Analytics · engineers, PMs
- Mixpanel join key is distinct_id Analytics · engineers, PMs
- A CDP is a pipe. A pixel is a bid. Analytics · PMs, engineers, marketers
- Sampling hides the broken 1% Analytics · engineers, PMs, marketers
- Product analytics and ads conversion are different jobs Analytics · PMs, engineers, marketers
Launch and QA
- Ship the dictionary before you ship the tag Launch · PMs, marketers, engineers
- Test Events is empty until both pipes exist Launch · marketers, PMs
- Staging must not train production Launch · engineers, marketers, PMs
- Fixtures in CI, not a weekly HAR Launch · engineers, PMs
- A HAR is a fired artifact plus PII Launch · engineers, PMs