Field Notes
From the Firm
Plain-English explainers and case-based analysis on server-side tracking, offline conversions, and marketing attribution.
Tool Comparison
Server-Side Tracking Tools Compared: GTM Server, Stape, Segment, and Elevar
GTM Server, Stape.io, Segment, and Elevar all do roughly the same job differently. Here's how the four most-used server-side tracking tools compare on hosting, cost, setup, and best-fit stack.
Andrew Cranmer · May 27, 2026Read the fileOriginal Research
87% of Ecommerce Sites Have Broken Conversion Tracking (We Audited 300 to Find Out)
We ran a forensic audit on 300 ecommerce sites in May 2026. 87% had at least one form of broken conversion tracking, costing an average 22% of conversion data. Here's the full breakdown.
Lauren Cranmer · May 20, 2026Read the fileAttribution Forensics
Why Your GA4 Conversions Don't Match Google Ads (and How to Fix It)
Most accounts see 10-30% variance between GA4 and Google Ads conversions. Here are the four real causes and the standard fix for each one.
Terrence Lam · May 13, 2026Read the fileOffline Conversion Tracking
How to Set Up Offline Conversion Tracking in Google Ads
Offline conversion tracking sends closed-won revenue from your CRM back to Google Ads. Here's the five-step setup plus the gotchas to watch for.
Andrew Cranmer · May 5, 2026Read the fileServer-Side Tracking
What Is Server-Side Tracking? A Plain-English Explanation for Marketers
Ad blockers, Safari ITP, and iOS attribution caps strip 20-35% of conversions from client-side tracking. Server-side tracking is the standard fix. Here's what it is and how it works.
Andrew Cranmer · April 29, 2026Read the file