Data-driven strategies, expert analysis and practical tactics for e-commerce growth. From Google Ads optimization to Marketing Mix Modeling and SEO.
In an environment where available data is growing exponentially and marketing channels continue to multiply, businesses are challenged to answer one critical question: which investments truly deliver results? As Dimitris Bachtsevanis, Director of Performance & Partner, explains, “The need for reliable models that transform data into actionable insights is more critical than ever.”
In this guide we walk through, step by step, how to set up a complete revenue tracking system using Google Tag Manager (web) and sending data through a Server-Side GTM container, so that every purchase lands in a MySQL database and you know your e-shop revenue in real time. The goal is not to build yet another report — it is to have an independent purchase record in your own database, so the real revenue stays visible even if GA4, Google Ads, Meta Ads, or any other tool runs into a problem.
We work with data every day and agree on one thing: it is valuable. The question is not whether to use it, but how to handle it so you respect the person it came from and stay defensible under every new regulation. Data Privacy Day is the yearly nudge to revisit that question and the foundations we build on it.
Google announced that starting July 1, 2023, Universal Analytics will stop collecting and recording new data — replaced by the brand new Google Analytics 4. Less than a year to go — 318 days, to be precise. At Omnicliq we started the transition process some time ago and look forward to fully leveraging everything the new version enables. This post walks through what the migration actually involves and why we are treating it as structural rather than cosmetic.
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