Free whitepaper

Cracking the Tracking: what trustworthy measurement really takes

Most analytics setups quietly break long before anyone notices — a missed consent signal here, a duplicated conversion there, and suddenly the numbers in your dashboard don’t match reality. This whitepaper walks through how we plan, build and check measurement setups in practice: from the measurement plan to server-side tagging, consent and attribution. It’s written for marketing and product teams who have to make decisions based on their data, and for the developers who keep that data flowing.

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What’s inside

What you take away from it

No tool-by-tool manual and no vendor pitch — a practical walkthrough of the decisions that make or break a tracking setup, in plain language. You don’t need to be an analyst to follow it, and if you are one, you’ll recognise every failure mode in it.

Why measurement starts with business questions, not tags — and how a proper measurement plan keeps GA4, Piwik PRO or Adobe Analytics from turning into a pile of unused events.

How consent and GDPR-compliant tracking actually fit together: Consent Mode, consent-based tag firing, and what you can still measure once you stop tracking people who said no.

Why Google Ads, Meta and LinkedIn each report a different number of conversions — and how server-side tagging and a deliberate attribution model bring those numbers back within explaining distance of each other.

What to check in your own setup before you trust another report: the recurring tracking mistakes we find in audits, and how raw data in a warehouse like BigQuery turns reporting from guesswork into something you can verify.

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Written by the people doing the work

BakiAnalytics is a Scandinavian-focused analytics consultancy. Everything in the whitepaper comes out of the same implementation projects we deliver day to day.

10+ yearsof professional experience in web analytics and digital measurement in the Icelandic and Nordic markets.
100+ projectssuccessfully delivered, from GA4 setups to enterprise-scale tracking infrastructures.
Vendor-independentGA4, Piwik PRO, Adobe Analytics, GTM web and server-side — we recommend what fits, not what we resell.

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