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Practical guides, case studies and opinions from the Tillde team on measurement, growth and data-driven decisions.
The problem with an ignored dashboard isn't the number of charts: it's that the numbers inside come from sources that disagree with each other. Four maturity levels, each with a precise limit.
The gap always exists and is almost never a fault. The two checks used to diagnose it don't answer the question you're asking, and the shortcut most often recommended isn't an available shortcut.
Moving from last click to data-driven is the right thing to do and takes five minutes. It won't close the gap between Meta and GA4, because almost none of that gap's causes depend on the model.
Three causes of loss almost always end up in the same paragraph and carry very different weight. One is large, one is smaller than it's made out to be, and the third arrived on 13 January 2026.
The tagging subdomain via CNAME does not give you back the two-year cookie on Safari: since November 2020 ITP recognises it and caps it at seven days. What server-side really recovers, and what it costs.
