About EU-Medin
Hi, I’m Lukas Meier
Product Analytics Specialist · Munich, Germany
I’ve spent the last decade configuring analytics for e-commerce and SaaS products across Europe. After countless hours untangling messy event schemas and explaining the difference between “click” and “button_click” for the hundredth time, I built this reference.
EU-Medin (European Metrics & Data Intelligence) is a practical handbook that helps teams quickly set up understandable, GDPR-compliant tracking: which events are needed, how to name them, what parameters to pass, and how to validate that your analytics is clean and comparable across projects.
Why EU-Medin Exists
Chaos in event naming
Every team invents their own conventions, making cross-project analysis impossible.
Scattered documentation
Useful info is buried across tool docs, blog posts, and Slack threads nobody can find.
GDPR complexity
European teams need privacy-aware tracking that still delivers actionable insights.
What You’ll Find Here
Event Schemas
Ready-to-use event structures for e-commerce, SaaS, lead gen, content, and marketplace projects. Copy, adapt, ship.
Naming Conventions
Consistent naming rules that work across GA4, Matomo, PostHog, and any other tool your team uses.
Parameter References
Which parameters to pass with each event, what types to use, and how to keep your data layer clean.
Validation Checklists
Step-by-step QA flows to verify your tracking before launch. No more “the data looks weird” three months later.
UTM & Attribution
UTM strategies, campaign tagging templates, and attribution models that make sense for European markets.
Server-Side Patterns
When to move tracking server-side, how to set it up, and what changes in a post-cookie world.
My Approach
Practical over theoretical
Every schema and convention here has been tested in production across real European projects.
Tool-agnostic first
The patterns work regardless of whether you use GA4, Matomo, or PostHog. Tool-specific notes come second.
Privacy by default
Everything is designed with GDPR and ePrivacy in mind. No workarounds, no “just add consent later.”
Tables over paragraphs
You came here for a quick answer, not a 3,000-word essay. Schemas, checklists, and code — that’s it.
“No marketing fluff. No endless guides. Just tables, checklists, and schemas that work.”
Background
Analytics Engineer, Agency Side
Set up tracking for 40+ client projects across e-commerce, travel, and fintech. Learned what breaks at scale and why naming conventions matter more than tools.
Product Analytics Lead, SaaS
Owned the analytics stack for a B2B platform. Built internal event schemas, migrated from UA to GA4, and implemented server-side tracking.
Independent Consultant & EU-Medin
Helping European teams get their tracking right. Building EU-Medin as the reference I wish I’d had when I started.
Ready to fix your tracking?
Browse event schemas by project type, explore naming conventions, or jump straight to the tool you use.