Event schemas, naming conventions, parameters and validation checklists for product analytics — GA4, GTM/data layer, conversion and lifecycle.
Tracking debt is what happens when your event schema keeps growing but nobody cleans it up. Events added…
Lukas Meier
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8 min read
Reading time: 8 min Every product has a moment where a new user “gets it.” Slack’s was 2,000…
Lukas Meier
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6 min read
Subscription businesses run on five revenue metrics — MRR, trial-to-paid, expansion, churn, and reactivation — and every one…
Lukas Meier
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8 min read
Standard ecommerce tracking gives you four events — view_item, add_to_cart, begin_checkout, purchase — and calls anything in between…
Lukas Meier
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7 min read
Reading time: 9 min Acquisition is the funnel stage that gets the most budget and the worst tracking.…
Lukas Meier
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6 min read
I live in Munich, run analytics projects across the EU, and have watched the same consent banner get…
Lukas Meier
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7 min read
Reading time: 10 min Google’s Consent Mode v2 became mandatory for EU advertisers in March 2024. If you’re…
Lukas Meier
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7 min read
I’ve watched three product teams in the last year ship tracking that looked fine on paper and returned…
Lukas Meier
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8 min read
B2B products don’t convert in a single session. A buyer researches for weeks, loops in stakeholders, requests a…
Lukas Meier
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9 min read
Mobile apps don’t behave like websites. Sessions are shorter, users switch between foreground and background constantly, and half…
Lukas Meier
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8 min read