Analytics, tracking and privacy is the plumbing behind every other hub on this site: if conversions are not measured correctly, bidding, testing and reporting all go wrong. This hub covers Google Analytics 4, Google Tag Manager, server side tagging, conversion tracking for ad platforms, UTM parameters, attribution models, and dashboards in tools such as Looker Studio. It also covers the privacy side: cookie consent, Google consent mode, first party data and the rules in the EU and the US that decide what you may collect and how. Guides explain how things work according to official documentation and show how to check that your setup actually sends the data you think it sends. Privacy law differs by country and changes over time, so these articles describe common practice and link to official sources, but they are not legal advice. Start with the guides below, or filter by subject.
Attribution models are rules or algorithms that decide how much credit each touchpoint gets for a conversion. As of October 2026, GA4 and Google Ads only offer data-driven and last click models, because Google removed first click, linear, time decay and position-based in 2023.
Gemini referral traffic is reported to arrive with UTM parameters since around October 1, 2026, which makes Gemini visits easier to separate from direct traffic. Google has not documented the change, so track Gemini in GA4 with a channel group that matches both the AI Assistant medium and Gemini sources.
Gemini referral traffic is reported to arrive with UTM parameters since around October 1, 2026, which makes Gemini visits easier to separate from direct traffic. Google has not documented the change, so track Gemini in GA4 with a channel group that matches both the AI Assistant medium and Gemini sources.
Updated October 2, 2026 · 9 min readAttribution models are rules or algorithms that decide how much credit each touchpoint gets for a conversion. As of October 2026, GA4 and Google Ads only offer data-driven and last click models, because Google removed first click, linear, time decay and position-based in 2023.
Updated October 1, 2026 · 8 min read