Best Practices
Tools & practices
The Gap With the United States Is Not Regulatory, It Is Architectural
Three numbers for the same campaign: Meta claims 40 conversions, Google Analytics counts 26, and the CRM records 9 deals actually opened. Th...
What Is Server-Side Tracking? Definition, Benefits & Use Cases
If you manage ad budgets for your clients, you know the gap: the back office counts more sales than Google Ads, Meta claims others, and no o...
The Taboo Subject Most Marketing Agencies Do Not Discuss with Their Clients
You have invested in a great website, expensive campaigns and a solid content strategy. Every month, your agency shows you curves, clicks an...
Are You Data-Driven or Data-Blind? The Disillusionment That Costs Swiss E-commerce a Fortune
A few months ago, we met the head of a fine Swiss e-commerce brand. His pride: being "data-driven". In his company, he assured us, no decisi...
The Alchemy of the Algorithm: Why We Must Stop Counting and Start Feeling
Tonight you walk into your favourite bar, say a cosy carnotzet in Valais. The bartender sees you, smiles and starts pouring your usual: a Pe...
Why the Reliability of Your Data Is Your Most Valuable Asset
Your sales no longer match your dashboard? Your cost per acquisition is rising for no obvious reason? Or you simply wonder whether your site...
AI Marketing and Smart Bidding: Why Your Algorithms Are Blind Without Clean Data
Performance Max, Meta Advantage+, tCPA or tROAS bidding: a traffic manager's job is now to steer algorithms rather than fine-tune bids to th...
Server-Side for Shopify vs WooCommerce: Technical Specifics and Pitfalls to Avoid
Does your agency run both Shopify and WooCommerce stores, and tracking never behaves the same way twice? That is normal: one is a locked-dow...
GTM Custom Loader: Loading Google Tag Manager First-Party While Respecting Consent
On some of your visitors' browsers, Google Tag Manager simply does not load. The script is called from a Google domain that many filters blo...