Mikko Piippo https://www.mikkopiippo.com/ Digital Analytics in the Real World Sat, 06 Jun 2026 14:43:51 +0000 en-GB hourly 1 https://wordpress.org/?v=7.0 Connecting dirty GA4 data to Claude is like playing with matches in a gas station https://www.mikkopiippo.com/connecting-dirty-ga4-data-to-ai-is-like-playing-with-matches-in-a-gas-station/ Tue, 19 May 2026 21:21:30 +0000 https://www.mikkopiippo.com/?p=2137 Before you let AI analyse your marketing data, make sure the data is safe, necessary, and properly governed. Otherwise, you're playing with fire.

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]]> How to feed your content marketing machine with data in 2026 https://www.mikkopiippo.com/how-to-feed-your-content-marketing-machine-with-google-analytics-data/ Sat, 16 May 2026 19:59:57 +0000 https://www.mikkopiippo.com/?p=135 Finding fresh ideas for blog posts or content marketing can be a challenge. In this blog post, you’ll learn how to use data for creating new content ideas.

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]]> Matomo Cloud or Matomo On-Premise: Which is best in 2026 https://www.mikkopiippo.com/matomo-cloud-or-on-premise-which-one-is-right-for-your-organization/ Wed, 13 May 2026 15:33:31 +0000 https://www.mikkopiippo.com/?p=1416 You’ve decided to take control of your analytics data—but now you face a critical decision: Cloud or on-premise?

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]]> Web analytics for healthcare, pharmaceutical industry, drugstores and pharmacies requires a different mindset https://www.mikkopiippo.com/digital-analytics-for-healthcare-and-pharmacies-requires-a-different-mindset/ Sun, 10 May 2026 18:39:19 +0000 https://www.mikkopiippo.com/?p=2071 In this article, I consider ways to reduce compliance risks of healthcare digital analytics implementations. These should not be understood as legal advice or as a “what to do” list, rather as an introduction to topics to consider when tracking website visitors.

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]]> How to use document language as a custom dimension in GA4 https://www.mikkopiippo.com/how-to-use-document-language-as-a-content-grouping-in-google-analytics/ Tue, 28 Apr 2026 12:12:07 +0000 https://www.mikkopiippo.com/?p=442 Very often, I use content language as a custom dimension in GA4 and other digital analytics tools. It is very easy to do as long as your HTML code defines the language correctly. Understanding how users interact with different language versions of your site is still one of the most practical analyses you can do. This […]

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]]> Should you use Matomo Tag Manager or Google Tag Manager (GTM) with Matomo Analytics? https://www.mikkopiippo.com/should-you-use-matomo-tag-manager-or-google-tag-manager-gtm-with-matomo-analytics/ Tue, 28 Apr 2026 08:16:31 +0000 https://www.mikkopiippo.com/?p=1059 Matomo Tag Manager is an open-source tag management tool which can also be self-hosted. But should you still prefer GTM to it?

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]]> Server-side tracking and server-side tag management: why they do not automatically improve data or privacy https://www.mikkopiippo.com/server-side-tracking-and-server-side-tag-management-why-they-do-not-automatically-improve-data-or-privacy/ Mon, 27 Apr 2026 14:08:17 +0000 https://www.mikkopiippo.com/?p=1950 Server-side tracking and tag management provide a solid technical foundation for analytics, but they are not a silver bullet.

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]]> 350 tags in Google Tag Manager: A symptom of poor tag management design https://www.mikkopiippo.com/350-tags-in-google-tag-manager-a-symptom-of-poor-tag-management-design/ Wed, 01 Apr 2026 09:35:40 +0000 https://www.mikkopiippo.com/?p=1838 Tag management is about building a system that works. It should be simple enough to understand, strong enough to trust, scalable enough to grow, and maintainable enough to change.

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]]> GA4 / Google Analytics 4 certification study guide (2026) https://www.mikkopiippo.com/free-study-material-for-new-google-analytics-users/ Mon, 16 Mar 2026 14:28:02 +0000 https://www.mikkopiippo.com/?p=176 Are you new to GA4 or Google Analytics in general? Do you want to pass the Google Analytics certification? There is a lot of free study material available. With the right resources and some hands-on practice, you can learn the basics of Google Analytics 4 surprisingly quickly. GA4 is not always easy for beginners. The […]

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]]> Matomo’s goals and conversion tracking explained: support better decisions https://www.mikkopiippo.com/matomo-goal-tracking-explained-support-better-decisions/ Wed, 11 Mar 2026 14:17:33 +0000 https://www.mikkopiippo.com/?p=1752 Goal tracking helps translate user behaviour into outcomes that matter for the organisation.

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