What your dashboard won't tell you.
Plain-English guides to UK tracking law, ad platform numbers and proving what works. Every claim has a source, and every source has the date we checked it.
- MeasurementWhy Meta reports fewer conversionsMeta reported 9 App Store button clicks; our backend counted 19 (one of our own sites, Sept 2026). Five reasons a platform sees less than your records, and how to measure the gap.8 min read · sources checked 3 Oct 2026
- The lawThe PECR statistics exemption explainedSince 5 February 2026, UK sites can count visits without consent, within limits. What the statistics exemption covers, what it never covers, and how to stay inside it.9 min read · sources checked 3 Oct 2026
- ProofRun a holdout test without fooling yourselfHow to test whether server-side conversions really cut your costs: two separate sides, a card locked before day one, and enough conversions to see the answer.10 min read · sources checked 3 Oct 2026
- MeasurementGA4 modelled data vs counted dataWhen visitors decline consent, GA4 can model them back in. When it qualifies, what it models, what it doesn’t, and how to tell estimates from counts.8 min read · sources checked 3 Oct 2026