Tracking§ 01
UTM Tagging for Fintech and Apps: One Standard That Will Save Your Analytics
Building one UTM standard for web and apps. Naming, a dictionary of values, syncing with your MMP. Why messy tags turn reports into garbage.
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NAVIGATION
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§ 01·JOURNAL
Knowledge base. No fluff.
We break down attribution, tracking, channels and analytics — the way they work in practice.
1–12 of 18 articles
Tracking§ 02
Attribution Models in Fintech: Why Last-Click Robs Your Best Channels
First-click, last-click and data-driven for long fintech funnels. How your attribution model quietly reshapes budget and why none replace incrementality.
Read →Google Merchant Center§ 03
Google Merchant Center: Why Your Products Silently Drop Out of Shopping
Common Google Merchant Center feed errors: GTIN, brand, availability mismatch, price mismatch. How to pass review and avoid silent product disapprovals.
Read →Analytics§ 04
Server-side GTM on Stape: Custom Domain and First-Party Cookies, No Magic
Deploying server-side GTM on Stape. Why you need a custom domain via CNAME, how to stretch first-party cookies from 7 days to a year, what to send first.
Read →GA4§ 05
Cross-Domain Tracking in GA4: How to Stop Losing the Source Between Your Own Domains
Set up cross-domain tracking in GA4 for multi-domain projects: linker, referral exclusions, one client_id. Why GA4 sees self-referrals and how to fix it.
Read →§ 06
TikTok Events API via Server-side GTM: Server-side Tracking for E-commerce
Setting up TikTok Events API (CAPI) through server-side GTM on Stape. Server-side events, deduplication with the pixel, recovering iOS losses.
Read →Capi§ 07
Meta Pixel and CAPI Deduplication: Why Your Conversions Are Doubled and How to Fix It
How Meta Pixel and Conversions API deduplication works via event_id. Why hybrid setups double-count conversions and how to set event_id in GTM and sGTM.
Read →Analytics§ 08
Web-to-App: How Not to Lose the Source Between the Ad on Your Site and the Install
Setting up web-to-app attribution with deferred deep links. Why the source dies on the site → store → install hop and how OneLink preserves it.
Read →Apple Search Ads§ 09
Apple Search Ads for Fintech: The Hottest Traffic You Keep Underrating
Campaign structure for a fintech app: brand defense, competitor conquesting, Search Match as a keyword engine. Why ASA is the warmest app traffic.
Read →GA4§ 010
Yandex Metrica or GA4: What to Install on a Project in Kazakhstan (and Why the Answer Is Both)
An honest Yandex Metrica vs GA4 comparison for the CIS market. Attribution, Webvisor, Direct and Google Ads integration. Why serious projects run both.
Read →Analytics§ 011
GA4 in BigQuery: App Funnel SQL Queries That Actually Work
Ready-made SQL for the GA4 BigQuery export: signup funnel, retention cohorts, first-touch attribution. Plus UNNEST event_params and why the GA4 UI lies.
Read →Meta Ads§ 012
Offline Conversions in Meta: How to Push Real CRM Deals Back Into Ads Manager
Upload offline conversions from your CRM into Meta Ads: match keys, the attribution window, value-based optimization for a long funnel.
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