GA4 is installed everywhere, and badly configured almost everywhere
GA4 has been installed on almost every site since 2023. In most of the properties we audit, six default settings have never been touched,…
Dots Papers
Let's talk digital marketing.
Content, GDPR, SEO, SEA, marketing automation, UX… Fascinating subjects, explained simply. Got a topic you would like us to cover? Send it our way.
The cookie banner: designing it and writing it, button by button
Refusing as easy as accepting, purposes written in one sentence, videos loaded after agreement: the cookie banner is designed and written, button by button.
GDPR: what a marketing team has to keep in order, day to day
Records, retention periods, processors, deletion requests: the GDPR workstreams that land on marketing, and the checklist to know where you stand.
Automated bidding: keeping control when the algorithm decides
Performance Max and Advantage+ decide targeting for you. What can still be steered in 2026, and why the quality of your conversion data weighs…
The end of third-party cookies never happened: what that changes for your business
In 2023 everyone announced the disappearance of third-party cookies in Chrome. Google backtracked, then buried Privacy Sandbox. What that really changes for your measurement.
First-party data: building your customer base from scratch
The data your customers declare survives browsers, blockers and third-party cookies. Here are the six moments to ask for it, and what to offer…
The tagging plan: the document that decides whether your figures are right
Two people, two figures for the same question: that is what happens without a tagging plan. Naming conventions, the parameters that matter, event duplication,…
Marketing plan: the working document that lasts twelve months
Most marketing plans list actions without choosing. What a useful plan contains, how to link a revenue objective to traffic, and what you give…
AI and marketing: what actually works in a small company
Five uses of AI that produce a measurable result in a small company, three promises that do not hold yet, and the shift of…
Digital marketing: definition and priorities for an SME
In an SME, digital marketing is a trade-off of budget and attention. The four levers, what they cost, in what order to build them…