Data isn’t sexy. But it is the difference between “we think this worked” and “here’s the campaign that actually paid for itself.” The truth? Most businesses drown in dashboards because they’re tracking too much and acting on too little.
I use a lean stack—GA4, Google Tag Manager, Firebase, and AppsFlyer—plus Segment when I need enterprise-grade pipelines. Together, they give me clean insights without the noise.
GA4: The Foundation of Modern Analytics
Google Analytics 4 (GA4) replaced Universal Analytics for a reason. It’s event-driven, cross-platform, and packed with predictive insights that matter for performance marketers.
- Event-first tracking – Go beyond pageviews to see real user behaviors.
- Cross-platform funnels – Connect web + app journeys seamlessly.
- Predictive models – Churn probability and purchase likelihood built-in.
Google Tag Manager: Tracking Without the Headaches
Remember when adding a pixel meant a dev sprint? GTM fixes that.
- No more IT bottlenecks – Add or remove tags in minutes.
- Custom events – Track clicks, scrolls, video plays—anything.
- Faster pages – Cleaner implementation means faster load speeds.
Firebase: The App Sidekick
Firebase is how I make sure mobile apps don’t fall through the cracks.
- Engagement metrics – See what drives retention vs. rage-quits.
- Crash reports – Catch bugs before they tank reviews.
- Remote config + A/B tests – Roll out experiments instantly.
AppsFlyer: Attribution That Matters
Mobile app campaigns need real attribution, not guesswork. AppsFlyer is the gold standard.
- Ad attribution – Connect installs, deposits, or purchases to actual campaigns.
- Fraud prevention – Stop bots and fake installs before they drain budgets.
- Deep linking – Take users straight into the app experience, not a homepage dead end.
Segment: Data Without the Duct Tape
For bigger builds, Segment pipes everything together.
- One pipeline, clean data – Track once, feed every tool.
- Integrations that stick – CRMs, ad platforms, analytics—all aligned.
- Scales with you – Startup → enterprise without rebuilding.
How I Use This Stack in Real Campaigns
- Set up events before launch—guessing is not a strategy.
- Automate exec reports that focus on KPIs (not vanity metrics).
- Combine GA4 + AppsFlyer for complete web-to-app funnels.
- Use Segment for clean CRM + ad integrations.
- Translate metrics into creative, offer, and funnel adjustments—because data only matters if it drives better marketing.
Data is only valuable if it leads to action. Otherwise, it’s just another dashboard collecting digital dust.