A beginner-friendly, practitioner's guide to UTM tags: what each of the five parameters means, how analytics tools parse them, and why a consistent UTM taxonomy is really a data contract.
Chapter 3 How Web Tracking Evolved: From Urchin to the Death of the CookieA practitioner's history of web tracking, from Urchin and the birth of Google Analytics, through the third-party cookie that powered the ad-tech boom, to GDPR, ITP, and Chrome's messy cookie-deprecation saga.
Chapter 4 Mobile Attribution and the Rise of the MMPWhy measuring app installs is a fundamentally different problem from web tracking, and how Mobile Measurement Partners became the neutral source of truth between advertisers and ad networks.
Chapter 5 The Day Tracking Broke: App Tracking Transparency and the End of the IDFAHow Apple's App Tracking Transparency turned the IDFA off by default in April 2021, why opt-in rates collapsed, and what it did to everyone measuring on the signal underneath.
Chapter 6 SKAdNetwork: How Apple Rebuilt Attribution Without the IdentifierA precise, practitioner's walkthrough of how SKAdNetwork actually works — registration, signed ads, device-side attribution, delayed randomized postbacks, conversion values, crowd anonymity, and the move to AdAttributionKit. What it gives you, and what it takes away.
Chapter 7 Measuring in the Dark: How the Industry Works Around Apple's Privacy WallsA clear-eyed survey of how advertisers and platforms adapt to the post-ATT, post-cookie world — server-side Conversions APIs, fingerprinting and its prohibition, data clean rooms, modeled conversions, and first-party identity. Which approaches produce trustworthy numbers, and which are wishful thinking.