Why I'm starting these notes

Twelve years into this job and I still meet marketing teams who treat measurement like a hygiene chore. Get the tag installed, check the box, move on. Then six months later the same team is staring at a Looker dashboard, paying for ads, and quietly admitting they have no idea whether any of it is working.

This is where I want to write about that. Not in long Medium-style essays. Just short, focused notes from real client work — the recurring shapes, the fix patterns, the questions worth asking before you spend another euro on dashboards.

What this isn't: hot takes about the industry, listicles, screenshots from the GA4 UI. There's plenty of that already and I don't have anything to add to it.

What it is: notes I'd want to have had myself, ten years ago. If something here saves you a quarter of debugging, that's the point.

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