Dana DiTomaso
Dana enjoys solving problems that haven’t been solved before. With her 20+ years experience in digital marketing and teaching, she has a knack for distilling complex topics into engaging and easy to understand instruction. You’ll find Dana sharing her knowledge at digital marketing conferences around the world, teaching courses, and hosting a technology column.
Google Tag Gateway vs. Google Tag Manager: What's the Difference?
By Dana DiTomaso
June 3, 2026
Google Tag Manager and Google Tag Gateway both have "tag" in the name but solve completely different problems — here's how to tell them apart.
Is Google Analytics HIPAA Compliant? The Honest Answer for Healthcare Marketers (2026)
By Dana DiTomaso
May 24, 2026
Google won't sign a BAA for GA4 — here's what that means for your healthcare organization, and what the 2024 AHA court ruling actually changed.
Exits and Entrances: The GA4 Metrics You Didn't Know You Were Missing
By Dana DiTomaso
May 19, 2026
GA4 exit pages and entrances are hidden in Explorations—here's how to build the view, read the data, and tell a broken page from one that's doing exactly what it should.
It's Time to Re-Evaluate Your Email Marketing Reports
By Dana DiTomaso
May 13, 2026
Your email click rate is probably inflated by bot activity — here's how to find out how much, and what to do about it.
Impression Share by Funnel Position: A Better SEO Funnel Reporting Framework
By Dana DiTomaso
May 5, 2026
Read your GSC impressions through a funnel-position lens to diagnose where your search visibility is heaviest and where you're invisible to buyers.
What's the Job of This Page? A Framework for Tagging Pages by Purpose
By Dana DiTomaso
April 28, 2026
Site-wide conversion rate hides the signal you need — here's a framework for tagging pages by their job, and using that to ask better reporting questions.
Before You Go Server-Side: What You Actually Need to Get Started With Server-Side Tagging
By Dana DiTomaso
April 22, 2026
Thinking about server-side tagging? Let's untangle the five things people confuse, determine your starting point, and figure out what you actually need.
We Are Not Data Accountants
By Dana DiTomaso
April 15, 2026
A reframe for analysts and marketers who've been pressured into treating analytics as a reconciliation exercise — and why reasoning from imperfect data is both more honest and more useful.
Which Google Search Console Table Should You Use in Looker Studio?
By Dana DiTomaso
April 8, 2026
The GSC Looker Studio connector offers two tables — Site Impression and URL Impression — with no explanation of the difference. Here's how to choose the right one.
How to Use Redirects and UTMs to See If Your Offline Ads Are Actually Working
By Dana DiTomaso
March 18, 2026
Learn how to use redirect URLs and UTM parameters together to track offline advertising campaigns — flyers, radio ads, transit — in GA4, with a platform-by-platform setup guide.
The Quality Traffic Metric: Building a Better Signal for Google Ads, Meta, and Other Ad Networks
By Dana DiTomaso
March 3, 2026
Learn how to build a composite quality traffic metric in GTM that combines time on page with scroll depth and deploy it as a micro conversion across Google Ads, Meta, and other ad networks.
Data-Driven vs. Data-Informed: Why the Distinction Matters
By Dana DiTomaso
February 25, 2026
Data is directional, not authoritative — here's why "data-informed" leads to better marketing decisions than "data-driven" and what that shift looks like in practice.