Data retention is the analytics question almost nobody asks until a regulator or a security review forces it. Teams obsess over what to collect and how to model it, then quietly keep every raw event forever “just in case.” Under…
Event taxonomy is the difference between an analytics setup you can reason about in year three and a graveyard of events nobody remembers creating. Most tracking plans don’t fail at launch — they fail slowly, as each new feature ships…
Healthtech is the vertical where a single careless event parameter can turn a product-analytics dataset into a regulated health record. Under the GDPR, data about someone’s health is a special category — Article 9 — with protections far stricter than…
The most common analytics disaster I get called in to fix isn’t broken tracking — it’s tracking that used to work and silently changed. Someone renamed an event, repurposed a parameter, or split one event into two. None of that…
Reading time: 11 min · Last updated: April 2026 A data layer is the single most important architectural decision in your analytics stack. Get it right, and switching analytics tools takes hours. Get it wrong, and every tracking change requires…
Reading time: 10 min · Last updated: March 2026 I once found a misconfigured purchase event that had been sending wrong revenue data for 3 months. The client had made business decisions based on €240K of phantom revenue. That’s why…
Tracking debt is what happens when your event schema keeps growing but nobody cleans it up. Events added two years ago still fire from zombie code. Three different PMs have named the same action three different ways. Your dashboard shows…
Subscription businesses run on five revenue metrics — MRR, trial-to-paid, expansion, churn, and reactivation — and every one of them is built from the events below. When I joined a Berlin SaaS client in 2023, their billing system fired four…
Reading time: 9 min · Last updated: March 2026 Acquisition is the funnel stage that gets the most budget and the worst tracking. Teams spend thousands on ads but can’t tell you which channel actually brought their best customers. I’ve…
Reading time: 10 min · Last updated: February 2026 Google’s Consent Mode v2 became mandatory for EU advertisers in March 2024. If you’re running GA4 or Google Ads in Europe and haven’t implemented it yet, you’re losing data — and…