Frequently Asked Questions

Clear answers to the questions marketing, product, and tech teams ask about web analytics.

Consent & Privacy

CMP comparison for websites: Axeptio, Cookiebot, Didomi, Tarteaucitron. Selection criteria, pricing and Consent Mode compatibility.

Google's Consent Mode v2: how it works, consent parameters, GTM configuration and impact on GA4 data collection.

Configuring Matomo for the CNIL consent exemption: required settings, self-hosting and verification steps.

Mandatory consent for analytics cookies under GDPR and the ePrivacy directive. Exceptions, penalties and best practices.

Guide to configuring Google Analytics 4 correctly: data streams, events, conversions and Google Ads linking.

Exporting GA4 data to BigQuery: activation, table structure, costs and use cases for advanced analysis.

GA4 and GDPR compliance: data transfers, Google's measures, Consent Mode and legal obligations for European websites.

Creating custom events in GA4 via GTM or gtag.js: naming, parameters, limits and best practices.

Universal Analytics to GA4 migration: status after UA shutdown, historical data recovery and action plan.

Structuring a data layer for Google Tag Manager: syntax, e-commerce events, best practices and common mistakes.

Differences between server-side and client-side tracking: how they work, advantages, limitations and use cases for each approach.

Tracking conversions in GA4: defining key events, attribution, Google Ads import and campaign optimization.

Tracking a Single Page Application with GA4 and GTM: handling route changes, virtual events and common pitfalls.

Looker Studio is free with no report limits. Features, limitations, comparison with the Pro version and use cases.

Piano Analytics and GA4 comparison: European hosting, GDPR compliance, features, costs and selection criteria.

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