Blog Category

Google Tag Manager (GTM)

Google Tag Manager (GTM) is a free, web-based system that lets users manage and deploy marketing and analytics tags (small snippets of code) on a website or mobile app through a user-friendly interface, eliminating the need to directly edit the website's code.

Our Latest Blogs

Stylized illustration showing someone examining a GTM interface with a magnifying glass, suggesting closer scrutiny of measurement in 2026.

GTM in 2026: From Tag Tool to Measurement Backbone

Google Tag Manager is no longer just a tag tool. In 2026, it has become the backbone of trustworthy measurement. This guide explains why data is more fragile, how GA4’s event model raises the stakes, and why messy containers hurt reporting. You’ll learn how teams should govern GTM, avoid duplicates, document decisions, and use tools like The Helm to audit faster while keeping humans in control of strategy.

Who Really Won the 2026 Super Bowl Ads? It Depends When You Look

Update (Wednesday, Feb 11 at 11am ET): This post reflects live Google Trends data across 15 Super Bowl advertisers, tracked at 4-hour intervals over a 7-day window (43 data points per brand). Learn more.

Flat illustration of a person working on a laptop while thinking about gears, with a screen behind them showing “2026 The Helm Analytics Mates” and GA4 visuals that suggest structured, thoughtful analytics work.

Set Up GA4 in 2026: How to Build a Measurement System You Can Trust

GA4 is no longer about installation. In 2026, the real challenge is building a reliable measurement system you can trust. This guide explains how to move from basic setup to strong structure, continuous QA, and confident decision-making.

llustration showing a person reviewing charts and graphs on a dashboard labeled The Helm, representing a more analytical alternative to Google Analytics Advisor.

Alternatives to Google Analytics Advisor - How to Get Better Insights from Your Analytics

Google Analytics Advisor explains what happened, but not what to do next. This guide explores its limits, real-world alternatives like ChatGPT and Gemini, and why The Helm was built to audit, diagnose, and prioritize issues in your GA4 setup for real decisions.

Why We Built The Helm: An AI Analytics Platform for Clear Decisions from Google Analytics

The Helm is a Google Analytics 4 AI Agent. Here we explain why we built it, what pain points it resolves, and how we hope to improve upon it in 2026.

Illustration showing GA4 data, AI analysis, and goal setting coming together to guide planning for 2026.

Your 2026 GA4 + AI Strategy Guide: What to Review, Fix, and Focus On

Planning for 2026 starts with understanding what really happened in 2025. This guide shows how to review GA4 data, use AI to uncover patterns, fix weak points, and turn insights into a focused action plan for the year ahead.

Illustration of a digital marketer analyzing GA4 data with AI integration, symbolizing how Google’s Model Context Protocol (MCP) enhances analytics insights and data-driven decision-making.

The Missing Layer in Your GA4 Analysis: AI and MCP-Powered Insight Discovery

Discover how to go beyond surface-level GA4 reports using AI and Google’s Model Context Protocol (MCP). Learn how to uncover hidden insights, form smarter hypotheses, and transform your analytics into actionable growth opportunities.

Illustration of a marketer analyzing GA4 performance data with cost and engagement metrics connected across multiple platforms, highlighting data integration for smarter analysis.

How to Strengthen the GA4 MCP with Benchmarking and Cost Data Imports

Before using MCP, make sure your GA4 setup is AI-ready. Learn how Benchmarking and Cost Data Imports help you clean, connect, and contextualize your data for smarter, more actionable insights. Build a stronger foundation for AI-powered analysis in Google Analytics 4.