Insights
Technical notes on measurement that actually behaves.
Written from implementation work — audits, server-side builds, deduplication investigations and consent behaviour. No growth hacks.
Ecommerce measurement
Why GA4 and Shopify revenue never match exactly
Refunds, session attribution, currency conversion, consent modelling and event timing all pull GA4 revenue away from Shopify's order total. Here is which variance is expected — and which is not.
10 Aug 2026
7 min read
04 Aug 2026
8 min read
Server-side measurement
Browser-side vs server-side tracking
Browser-side tags depend on the user's browser behaving. Server-side measurement moves that dependency onto infrastructure you control. Here is what changes, and what does not.
28 Jul 2026
6 min read
Meta & CAPI
Meta Pixel + CAPI deduplication explained
Running browser and server events to Meta simultaneously is best practice — provided both carry a matching event_id. How the mechanism works and how to verify yours.
20 Jul 2026
9 min read
Audits
How to audit a broken purchase event
A systematic trace from completed order to platform receipt — the same sequence Kriov uses when a client says purchases have stopped being recorded.
12 Jul 2026
5 min read
Google Ads
Enhanced Conversions: what they actually do
Enhanced Conversions hash first-party email addresses attached to Google Ads conversions. Understanding what improves — and what stays the same — avoids overestimating the feature.
02 Jul 2026
7 min read
Consent
Consent Mode and measurement behaviour
Consent Mode changes what is collected, when it is collected, and what Google models in the gaps. What teams should understand about behaviour before, during and after consent decisions.