Series

Analytics Tracking Done Properly

Who owns tracking data, how to structure it in code, and choosing between a tag manager and a customer data pipeline.

2 parts · 9 min total reading
  1. 1
    ArchitectureanalyticsGoogle Tag ManagerGA4

    Engineering Owns What Happened, GTM Owns Where It Goes: A Tracking Architecture That Scales

    Most analytics problems aren't tool problems, they're ownership problems. Here's the principle I now use for front-end tracking, and the thin tracking module with adapters that makes it work today with GTM and tomorrow with Segment.

    11 Nov 2025 · 4 min read
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  2. 2
    Data EngineeringGoogle Tag ManagerSegmentCDP

    GTM vs Segment: Tag Manager or Customer Data Pipeline (and Why Many Teams Run Both)

    Google Tag Manager and Segment get compared as if they were alternatives. They solve different problems: one decides which tags fire in the browser, the other is a pipeline for your event data. Here's how I think about each, the costs, and when to use both.

    9 Dec 2025 · 5 min read
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