Wiki
Writeups from client projects
Eight long-form breakdowns of attribution, server-side tracking and measurement infrastructure I built for banks, insurers and marketplaces. What the problem was, what shipped, what broke.
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July 2026
Superapp analytics: four ways measurement breaks inside a native shell, and what holds
GA4 vs Amplitude for a superapp: what the licence costs you, and what the taxonomy costs you
AppsFlyer vs Adjust vs Firebase-only: when an MMP is actually worth paying for
Do you actually need a CDP? Four tests before you sign anything
Two hundred events, thirty-five that matter: rebuilding an Amplitude taxonomy at superapp scale
July 2026
GA4 has an AI Assistant channel now. It still won't tell you how much AI traffic you get
July 2026
Consent Mode v2 and server-side GTM: moving the tags didn't move the obligation
July 2026
What server-side GTM actually costs to run
Attribution inside a SuperApp WebView: getting the source into Amplitude without polluting the paid channel
Instagram and Facebook leads straight into your CRM, with a Cloudflare Worker instead of Zapier or a VPS
Google Ads sees the leads but not the money: fixing a broken gclid chain
Tracking a funnel on a SPA you don't control, with a fetch/XHR interceptor in GTM
O2O Banking: connecting digital advertising to branch visits, loan disbursements, and deposits
Deep links for a Halyk-class SuperApp: WebView services, cross-auth, and lossless UTM/MMP attribution
A SuperApp cannot be grown on KYC alone: Firebase events, a value model, and tROAS for product growth
When TikTok and Instagram open your site inside the app: keeping attribution, events, and CAPI working without hacks
The end of rented audiences: why businesses are building their own DWHs and collecting First-Party Data
The end of the Pixel era: why businesses should move to CAPI and CAPIG
How to connect online advertising with offline sales: building transparent O2O analytics
How SKAdNetwork actually works: an iOS analytics guide without rose-tinted glasses
These are field notes from client work, not tutorials. If one of them reads like your own setup, tell me about it.