Martech and analytics
I'm Uğur Çoban, a martech and analytics consultant. I write up the tracking, attribution and ecommerce data problems I work on, with the setup that fixed them and the numbers to check it.
New posts on tracking, analytics, Shopify data and AI search.
Data & Analytics··12 min read
Meta changed what a click means, renamed engaged-view, expanded its incremental model and on November 12 began rolling out on-device matching for some purchases, gradually. Here is what each change does to your reported conversions and how to compare them...
Data & Analytics··13 min read
Google announced one switch for web and leads enhanced conversions from June 2026, and leads uploads moved to the Data Manager API....
MarTech··11 min read
Google kept Chrome's cookie choice and pulled Topics, Protected Audience and Attribution Reporting. Which code to remove, why Safari still breaks cross-site...
Data & Analytics··12 min read
The gateway routes Google tags through your own domain; a server container processes data before any vendor sees it. Here is how...
The articles readers opened most in the last 90 days.
Data & Analytics··17 min read
E-Commerce··25 min read
CRM··5 min read
Every topic with at least three articles, newest posts first.
Marketing analytics is the work of collecting reliable data about what people do and turning it into numbers a team can act on.
AI in marketing means using machine learning and large language models for decisions that used to rest on manual rules: what to recommend, what to show, and how content gets...
Marketing technology, or martech, is the set of tools and data flows a team uses to track customers, run campaigns and measure results.
SEO is the work of getting pages found and chosen by search engines, and today that includes AI systems that write answers instead of listing links.
Future & Thinking holds longer essays on the questions that sit behind data and AI work: how minds form beliefs, what choice means, and where machines fit.
E-commerce here mostly means running a store on Shopify and keeping its data and costs under control.
Tools & Platforms is where individual products get a close look: what each one does, where it fits in a marketing or data team, and where it falls short.
CRM marketing is the use of customer records, purchase history and behavior data to decide who gets which message, when, and on which channel.
Case studies here are posts built around one specific measurement or AI problem and how it was handled.
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