Field notes on tracking, measurement and MarTech by Oleksii Zharii.https://ozthewizard.com/enhttps://ozthewizard.com/blog/three-ways-event-counts-lie/https://ozthewizard.com/blog/three-ways-event-counts-lie/Event counts drift for reasons that never show up in the interface. Here are the three most common, and the query that tells them apart.Tue, 28 Jul 2026 00:00:00 GMTTrackingGA4data qualityBigQueryhttps://ozthewizard.com/blog/server-side-tagging-what-it-does-not-fix/https://ozthewizard.com/blog/server-side-tagging-what-it-does-not-fix/Moving tags to a server solves three real problems and quietly creates two new ones. A short inventory before you migrate.Wed, 15 Jul 2026 00:00:00 GMTArchitectureserver-sideGTMmeasurement