Cédric Frappart is Team Lead at Izoard. His area is tracking: GA4, server-side tagging and Consent Mode. On the blog, he writes about measurement and tracking.
GA4 and Google Ads rarely show the same number of conversions or clicks. All the causes in one place, how to compare fairly and when the difference is an error.
Tracking & analytics · 6 minRead →With UTM codes, GA4 shows which newsletter, post or QR code brought in visitors. What each of the nine parameters means and a naming convention that holds up.
Tracking & analytics · 5 minRead →Server-side tracking sends data to your own server first, then to GA4, Google Ads or Meta. How it works, what it costs and what the Belgian DPA requires.
Tracking & analytics · 6 minRead →Measuring without a cookie banner? What cookieless analytics, Consent Mode and server logs really do in Belgium, and why Dutch or French exemptions don't apply.
Tracking & analytics · 5 minRead →Google Tag Manager manages all your measurement and advertising tags in one place. What tags, triggers and the data layer are, how to start and who owns it.
Tracking & analytics · 6 minRead →In GA4, conversions are now called key events; in Google Ads they are still conversions. The difference, which actions to mark and why the numbers differ.
Tracking & analytics · 5 minRead →(not set), spam traffic, duplicate purchases and your own visits pollute your GA4 reports. Where they come from and how to clean them up in one review.
Tracking & analytics · 5 minRead →Enhanced conversions send hashed customer data along, so Google Ads matches conversions to clicks better. How it works, what changed in 2026, setup and GDPR.
Tracking & analytics · 5 minRead →Which e-commerce events GA4 expects, which parameters are required, what to put in value and how to handle duplicate purchases and refunds correctly.
Tracking & analytics · 5 minRead →Consent Mode v2 passes your visitor's cookie choice to Google. Basic or advanced, what the Belgian DPA expects, what changed in June 2026 and how to test.
Tracking & analytics · 6 minRead →