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Tools We Use

The technology stack we rely on for analytics implementations.

Analytics Platforms

Google Analytics 4

Our primary analytics platform for most implementations.

  • Best for: Web analytics, marketing attribution
  • Pricing: Free tier available, 360 for enterprise
  • Integration: Native GTM support

Adobe Analytics

Enterprise-grade analytics for complex organizations.

  • Best for: Large enterprises, complex attribution
  • Pricing: Enterprise licensing
  • Integration: Adobe Launch

Tag Management

Google Tag Manager

Our preferred tag management solution.

| Edition | Best For | |---------|----------| | GTM Web | Standard implementations | | GTM Server | Privacy-focused, first-party data |

Server-Side Tagging

Benefits of server-side GTM:

  • Improved site performance
  • Enhanced data control
  • First-party cookie support
  • Reduced ad-blocker impact

Development Tools

GTM/GA4 Debugging

| Tool | Purpose | |------|---------| | GTM Preview Mode | Tag firing validation | | GA4 DebugView | Event inspection | | Tag Assistant | Browser-based debugging | | Adswerve dataLayer Inspector | Data layer monitoring |

Code Editors

  • VS Code with GTM snippets
  • Sublime Text
  • WebStorm

Testing & QA

Browser Extensions

  • Google Tag Assistant Legacy
  • Omnibug
  • Wasp.inspector
  • Facebook Pixel Helper

Cross-Browser Testing

  • BrowserStack
  • LambdaTest
  • Chrome DevTools device emulation

Automated Testing

  • Cypress for E2E tracking validation
  • Jest for data layer unit tests
  • Playwright for cross-browser automation

Documentation

Collaboration

  • Notion for specs and guides
  • Confluence for enterprise clients
  • Google Docs for quick collaboration

Diagrams

  • Lucidchart for architecture diagrams
  • Miro for workshop boards
  • Figma for visual specs

Project Management

Task Tracking

  • Linear
  • Jira (enterprise clients)
  • GitHub Issues

Communication

  • Slack
  • Microsoft Teams (enterprise)
  • Loom for async video

Data Visualization

BI Tools

| Tool | Best For | |------|----------| | Looker Studio | GA4 reporting | | Tableau | Enterprise dashboards | | Power BI | Microsoft ecosystem |

Custom Dashboards

  • Retool for internal tools
  • Observable for data exploration
  • D3.js for custom visualizations

Privacy & Consent

Consent Management Platforms

  • CookieYes
  • OneTrust
  • Cookiebot
  • Consent Manager

Privacy Tools

  • BigQuery for data warehousing
  • Privacy Sandbox APIs
  • Server-side tracking for first-party data

Recommendations

Starter Stack

For teams just getting started:

Analytics: GA4 (free)
Tag Management: GTM Web
Consent: CookieYes or similar
Reporting: Looker Studio

Growth Stack

For scaling organizations:

Analytics: GA4 + BigQuery export
Tag Management: GTM Web + Server
Consent: OneTrust or similar
Reporting: Looker Studio + Looker

Enterprise Stack

For large organizations:

Analytics: GA4 360 or Adobe Analytics
Tag Management: GTM Server or Adobe Launch
Consent: OneTrust Enterprise
Reporting: Tableau or Power BI
Data Warehouse: BigQuery or Snowflake

Next: Recommended Stack