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    Field Notes

    Practical writing on measurement, analytics, and how we work — from the crew.

    6 May 2026 · Mark McKenzie

    GTM's Biggest Architectural Update in Years: Why This Changes Measurement Infrastructure

    Google is collapsing GTM, Google Tag, GA4, Ads and Floodlight into a centralised orchestration model. Here's why this is more strategic than cosmetic — and what it means for measurement infrastructure in the AI era.

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    5 May 2026 · Mark McKenzie

    2026 Best Practice: Mastering Google Tag Manager, GA4, and Google Ads Free Architecture for Professionals and Agencies

    A practical guide to deploying a robust, scalable, and accurate tracking framework across the free Google stack — covering the Google Tag, GTM architecture options, ghost tags, conversion linking, and Enhanced Conversions in 2026.

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