Thinking about analytics, done properly.
Data quality, attribution, privacy regulation, and the future of measurement. Written for marketing and analytics leaders.
Why GA4 Shows 13% of Your EU Traffic
GA4 loses data at three levels: consent rejection, ad blockers, and browser restrictions. The result is roughly 13% of real EU traffic. Here is the math.
Every Cookie Set by Every Major Analytics Tool, Cataloged
We cataloged every cookie from 9 analytics tools using vendor docs and DevTools. GA4 sets 2 first-party cookies. Adobe sets 6. SealMetrics sets 0.
Your Analytics Tool Contacts 7 Domains. Here Is Why That Matters.
Every external domain is a DNS lookup, a privacy risk, and a GDPR liability. We mapped every domain contacted by 9 analytics tools.
When Your Analytics Starts Guessing: Data Sampling Thresholds Compared
GA4 starts sampling at 10M events in Explorations. Adobe varies by contract. Piwik PRO: optional. SealMetrics: never. We documented every threshold.
The Hidden Conversion Killer: How Analytics Scripts Are Costing You Sales
Heavy analytics scripts slow your site, consent banners hide visitors, and ad blockers erase data. The compound effect is costing you conversions.
We Measured Every Analytics Script. Here Is What We Found.
We downloaded major analytics scripts from production CDNs and measured their real size. GA4 is 52x heavier than SealMetrics.
UK Analytics Exemption Is Now Live: Our PECR Self-Assessment
The DUAA 2025 exempts certain analytics from consent requirements in the UK. We published our self-assessment showing how SealMetrics qualifies.
GA4 Data Sampling: Why Your Traffic Numbers Are Wrong
GA4 applies data sampling when traffic exceeds certain thresholds. Here is how it works, why it matters, and what you can do about it.
The EU Digital Omnibus: What It Means for Cookie Banners and Analytics
The European Commission proposed the biggest change to EU data law since GDPR. Cookie consent moves to GDPR, and first-party analytics may not require consent.
The EU Digital Omnibus Explained: What Every Marketer Needs to Know in 2026
Cookie banners could vanish for 60% of websites. First-party analytics gets explicit legal authorization. A deep dive into COM(2025) 837 and what to do now.
We Published Our CNIL Self-Assessment
The French CNIL allows certain analytics tools to operate without cookie banners. We documented how SealMetrics meets all 14 technical criteria.
Cookieless Analytics Explained: How to Measure Without Cookies
Cookies are disappearing. Learn how cookieless analytics works, why it captures more data, and what it means for GDPR compliance.
How Consent Banners Destroy Your Analytics Data
35% of EU visitors reject cookies. That means 35% of your traffic is invisible. Here is the real impact on attribution, conversions, and revenue reporting.
AI Agent Traffic: The Invisible Channel Your Analytics Miss
GPT, Claude, Perplexity, and Google AI Overviews are sending traffic to your site. Traditional analytics cannot see it. Here is why it matters.
Why Multi-Touch Attribution Fails Without Complete Data
Your attribution model is only as good as the data feeding it. When 87% of touchpoints are missing, every attribution conclusion is wrong.
What Is Cookieless Tracking? A Complete Guide for 2026
Cookieless tracking captures visitor behavior without browser cookies. Learn how it works, why it matters for GDPR compliance, and how it compares to traditional analytics.
What Is Data Loss in Analytics? Causes, Impact, and Solutions
Analytics data loss is the gap between real traffic and reported traffic. Learn the four causes, quantify the impact, and understand how to eliminate it.
GA4 Alternatives for Enterprise: A 2026 Comparison
GA4 works for small sites. Enterprise needs more. Compare GA360, Adobe Analytics, Piwik PRO, and SealMetrics on data capture, compliance, and cost.
GDPR-Compliant Analytics Without Consent Banners: How It Works
Consent banners are not always required for analytics. Learn the legal basis, technical requirements, and which analytics tools qualify under GDPR and ePrivacy.