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~ Tomahawk ~

TRACK SMARTER,

TRACK SERVER-SIDE

WITH TOMAHAWK

Text: Laurens van den Assem, Roel Linssen & Cecile Collin // Photos: Tomahawk

In the dynamic realm of e-commerce, the shift from Universal Analytics to Google Analytics
4 (GA4) marks an important change. GA4 offers interesting upgrades, but nevertheless, it’s
crucial to acknowledge that mastering this platform comes with its own set of complexities.
Navigating the learning curve of GA4 requires a tactful strategy, a challenge not to be
underestimated. Tomahawk Digital Marketing presents the solution in the form of server-side
tagging — a tool to unlock the full potential of GA4. With server-side tagging, your website
has the crucial means to ensure that your business remains on top in the landscape of digital

marketing.

The Enigmatic “(not set)” Issue origins of your revenue. In the preceding era of Universal
Imagine this: you’re delving into your GA4 reports, striving Analytics (UA), revenue flowed seamlessly into familiar
to unravel the performance of your webshop. Suddenly, the channels such as “google / cpc” for Google Ads triumphs,
“(not set)” value appears, casting its shadow over your data. “google / organic” for organic engagements, and even
This phenomenon often materialises in dimensions like traffic “direct” for your steadfast clientele who had your webshop
sources, leaving you mystified as you endeavour to trace the bookmarked.

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