Digital Peax 
Emre
Analytics Lead, Digital PeaxEmre is Analytics Lead at Digital Peax and owns the measurement layer end to end. If a number cannot be traced back to its source, it does not ship. He came from banking, where reconciliation is a daily discipline, and treats marketing data the same way.
- Analytics & measurement architecture
- Data reconciliation & QA
- Cross-channel attribution
GA4 opened up custom conversion windows, and the change is not retroactive
Google Analytics dropped the fixed lookback presets: click-through windows now take any integer from 1 to 90 days. The flexibility is nice. The part that matters is that conversion counts feed Smart Bidding, and a changed window puts a permanent break in your reporting.
AnalyticsChatGPT Ads turns on hashed matching Aug 17
OpenAI shipped oCPC bidding, product carousels, and a pixel change with a deadline: automatic advanced matching goes live on existing pixels on August 17 unless you opt out. What it sends to OpenAI, who carries the consent risk, and the ten-minute check to do now.
AnalyticsThe first-party data setup for a cookieless web
Third-party cookies are leaving and the modeled gaps are widening. A practical build for first-party data: consent done right, Customer Match and the Conversions API, and the server-side plumbing that feeds platforms data they will actually trust.
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