The tracking notebook

Smart data ideas.
No jargon soup.

Practical thinking for marketers and data teams who want their conversion numbers to earn trust.

HubSpot + GTM13 min read

How to Track HubSpot Form Submissions with Google Tag Manager

A step-by-step guide to detecting HubSpot form submissions, pushing a reusable hubspotFormSubmit event to the data layer, and triggering conversions in GTM.

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Acuity + GTM14 min read

How to Track Acuity Scheduling Appointments with Google Tag Manager

A step-by-step guide to connecting embedded Acuity bookings to Google Tag Manager with postMessage, an AcuityEvent data layer event, and reusable conversion triggers.

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Webflow + GTM12 min read

How to Track Webflow Form Submissions with Google Tag Manager

A step-by-step guide to detecting Webflow form submissions, pushing a reusable formSubmission event to the data layer, and triggering GA4 or ad-platform conversions in GTM.

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Attribution6 min read

Why GA4 and your ad platforms disagree

The numbers are not broken—they are answering different questions. Here is how to make the disagreement useful.

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Server-side7 min read

Server-side tracking without the hype

What server-side tracking can really improve, what it cannot fix, and when the investment makes sense.

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GTM audits5 min read

Audit GTM before you scale ad spend

A practical checklist for finding duplicate tags, missing parameters, consent gaps, and costly conversion leaks.

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