Blog
The Conversion Uplift digital analytics blog provides practical guidance on GA4, Google Tag Manager, server-side tracking, BigQuery, measurement, attribution and AI for analytics. It also contains our archive of articles on conversion optimisation, experimentation and user research.
Latest
Is Your Shopify Store Under-Reporting Sales? What We Learned Moving Stores to Server-Side GTM
If you run a Shopify or headless Shopify store and your GA4 reports fewer purchases than your... Read More
How to Set Up ChatGPT Ads Conversion Tracking with Web and Server-Side GTM
Are you spending on ChatGPT Ads without knowing which leads or orders they produced? OpenAI's Ads... Read More
How to Connect Claude to Google Tag Manager With a Self-Hosted MCP Server
How to Connect Claude to Google Tag Manager With a Self-Hosted MCP Server If you look after... Read More
How to connect Claude to Google Ads
How to connect Claude to Google AdsIf you spend time moving between Google Ads reports, account... Read More
How to Connect Claude AI to Google Analytics 4
How to Connect Claude AI to Google Analytics 4 Published 29/07/2026. Last updated 30/08/2026.... Read More
Why Conversion Tracking Is Broken (and How to Fix It)
Why Conversion Tracking is Broken? So, the number of conversions and revenue are a lot lower in... Read More
Case Studies
What getting the numbers right is worth
A childcare brand was under-reporting revenue by over 90%. Here’s what it was costing them.
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Online claims conversion up from 20% to 45% for a global insurer, after fixing form tracking
We migrated their systems to Google Tag Manager, implemented detailed form field tracking, and developed online dashboards for self-service reporting.
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80% more usable event data for an online casino group, by moving GA4 into BigQuery
The client struggled with data quality issues due to the limitations of free Google Analytics 4, given the high traffic volumes on their site. Solution: We exported raw data to BigQuery and set up automated dashboards to leverage tabular analysis directly from BigQuery.
Read Full Case Study
A childcare brand was under-reporting revenue by over 90%. Here’s what it was costing them.
Online claims conversion up from 20% to 45% for a global insurer, after fixing form tracking
80% more usable event data for an online casino group, by moving GA4 into BigQuery
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Conversion Uplift
Conversion Uplift is led by Neal Cole, author of the official GA4/GTM audit course for CXL, not “CXL-trained” like much of the field, but the person who wrote the course. Behind him is an experienced team with a background in the sectors where getting measurement wrong is most expensive: financial services and gaming. The person who audits your setup is the person who fixes it.
Neal Cole
Conversion Uplift Founder
and creator of CXL.com's GA4 Audit Course
Kristian Kirk
Analytics Engineer
Richard Kottke
Senior Analytics Consultant
Muhammad Gaffer
Data Analyst
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Neal regularly shares what we’re seeing in the field, where analytics data goes wrong, what AI changes for measurement, and how server-side tracking and BigQuery keep the numbers honest. Practical, specific, and occasionally uncomfortable.
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Let’s Find Out What Your Data is Telling You
Start with a free website audit, or talk to Neal directly about a full diagnostic. Either way, you’ll know exactly where your numbers stand, and what it’s worth to fix them. Results in minutes, no account access needed.