https://goodlabs.kz/wiki/ Field notes on growth analytics, server-side tracking and attribution — fintech, superapps and e-commerce. en Mon, 05 Oct 2026 12:00:00 GMT https://goodlabs.kz/wiki/marketing-mix-modeling-mmm/ https://goodlabs.kz/wiki/marketing-mix-modeling-mmm/ Mon, 05 Oct 2026 12:00:00 GMT What marketing mix modeling answers and what it cannot, how adstock and saturation work, ROI vs marginal ROI, and the data you need before you start. mmm incrementality media-mix budget attribution experiments bayesian meridian robyn pymc-marketing https://goodlabs.kz/wiki/google-meridian-mmm/ https://goodlabs.kz/wiki/google-meridian-mmm/ Mon, 05 Oct 2026 12:00:00 GMT Google Meridian 2.1 explained: the model in its own notation, ROI priors and experiment calibration, health checks, and why mROI, not ROI, should move budget. mmm incrementality meridian bayesian media-mix budget experiments geox https://goodlabs.kz/wiki/geo-experiments-geox-geolift/ https://goodlabs.kz/wiki/geo-experiments-geox-geolift/ Mon, 05 Oct 2026 12:00:00 GMT How to prove a channel is incremental with a geo test: holdback, go-dark and heavy-up, TBR and synthetic control, power and MDE, and calibrating MMM. mmm incrementality experiments geox geolift meridian robyn pymc-marketing budget attribution https://goodlabs.kz/wiki/meridian-vs-robyn-vs-pymc-marketing/ https://goodlabs.kz/wiki/meridian-vs-robyn-vs-pymc-marketing/ Mon, 05 Oct 2026 12:00:00 GMT Meridian, Robyn or PyMC-Marketing in 2026: status, estimation methods, calibration with experiments, geo support and which one fits your team. mmm incrementality media-mix meridian robyn pymc-marketing bayesian budget experiments geox https://goodlabs.kz/wiki/brand-lift-study/ https://goodlabs.kz/wiki/brand-lift-study/ Mon, 05 Oct 2026 12:00:00 GMT A Brand Lift study holds your ad back from a random part of the audience and surveys both groups. On YouTube it starts at $5,000 in the first ten days for one question in Kazakhstan, and detecting a 2-point lift takes about 9,642 survey responses. brand-lift brand awareness experiments surveys youtube https://goodlabs.kz/wiki/conversion-lift-incrementality-test/ https://goodlabs.kz/wiki/conversion-lift-incrementality-test/ Mon, 05 Oct 2026 12:00:00 GMT A conversion lift test withholds ads from a random holdout and compares conversion rates. In the worked example the platform attributes 3,000 conversions and the experiment finds 900, and detecting a 10% lift takes about 547 conversions in a 10% holdout. conversion-lift incrementality experiments attribution meta google-ads https://goodlabs.kz/wiki/brand-awareness-top-of-mind-survey/ https://goodlabs.kz/wiki/brand-awareness-top-of-mind-survey/ Mon, 05 Oct 2026 12:00:00 GMT Brand awareness is three nested numbers: top of mind, spontaneous and aided. With 600 respondents per wave each carries up to 4.0 points of margin, and a change needs 5 to 8 points before it can be told from noise. brand-awareness brand surveys statistics awareness measurement https://goodlabs.kz/wiki/superapp-analytics/ https://goodlabs.kz/wiki/superapp-analytics/ Thu, 30 Jul 2026 12:00:00 GMT Where superapp measurement breaks: the deep-link hop, paid versus internal WebView traffic, growth stuck on KYC, and in-app browsers. Plus the three rules that hold across all four. superapp webview attribution banking mobile-growth hub https://goodlabs.kz/wiki/ga4-vs-amplitude-superapp/ https://goodlabs.kz/wiki/ga4-vs-amplitude-superapp/ Tue, 28 Jul 2026 12:00:00 GMT For a superapp, usually both: GA4 for ads and channels, Amplitude for funnels and retention. Where GA4's quotas break, what Amplitude charges for, and why the taxonomy is the real cost. ga4 amplitude product-analytics superapp vendor-selection banking https://goodlabs.kz/wiki/appsflyer-adjust-firebase-mmp/ https://goodlabs.kz/wiki/appsflyer-adjust-firebase-mmp/ Tue, 28 Jul 2026 12:00:00 GMT Three tests for whether you need an MMP or Firebase is enough, and the two AppsFlyer vs Adjust differences that mattered in a banking S2S integration: billing and event setup. mmp appsflyer adjust firebase mobile-attribution s2s skan https://goodlabs.kz/wiki/do-you-need-a-cdp/ https://goodlabs.kz/wiki/do-you-need-a-cdp/ Tue, 28 Jul 2026 12:00:00 GMT Most CDP requests are a taxonomy, identity or activation problem. Four tests to tell which one you have, when a CDP is the right buy, and the cheaper stack for everything else. cdp dwh first-party-data reverse-etl identity capi https://goodlabs.kz/wiki/amplitude-event-taxonomy-superapp/ https://goodlabs.kz/wiki/amplitude-event-taxonomy-superapp/ Tue, 28 Jul 2026 12:00:00 GMT How 200-plus Amplitude event types across 18-plus prefixes collapse to 35: one required product_type, a server-side payment event, typed properties and the migration step everyone skips. amplitude event-taxonomy product-analytics banking superapp data-governance https://goodlabs.kz/wiki/ga4-ai-assistant-traffic/ https://goodlabs.kz/wiki/ga4-ai-assistant-traffic/ Tue, 28 Jul 2026 12:00:00 GMT GA4's AI Assistant channel, added on 13 May 2026, only sees AI visits with a referrer. What it misses, the custom channel group that fills the gap, and how to size what lands in Direct. ga4 ai-search attribution channel-grouping analytics https://goodlabs.kz/wiki/consent-mode-v2-server-side-gtm/ https://goodlabs.kz/wiki/consent-mode-v2-server-side-gtm/ Tue, 28 Jul 2026 12:00:00 GMT Why server-side GTM does not gate non-Google tags on consent, the four things to wire in the server container, the denied-state test, and the payload check consent never covers. consent-mode sgtm server-side gdpr pii data-governance https://goodlabs.kz/wiki/sgtm-hosting-cost/ https://goodlabs.kz/wiki/sgtm-hosting-cost/ Tue, 28 Jul 2026 12:00:00 GMT Cloud Run's floor is around $135/month by Google's own numbers. Published rates and arithmetic for Cloud Run, Stape, a VPS and Cloudflare Containers, plus the costs pricing pages leave out. sgtm server-side cloud-run stape cloudflare infrastructure https://goodlabs.kz/wiki/webview-attribution-product-analytics/ https://goodlabs.kz/wiki/webview-attribution-product-analytics/ Fri, 24 Jul 2026 12:00:00 GMT How to get each WebView session's layer and source into Amplitude from the native launch URL, keep internal traffic out of the paid channel, and count revenue server-side. superapp webview amplitude attribution adjust server-side https://goodlabs.kz/wiki/meta-lead-ads-crm-cloudflare-worker/ https://goodlabs.kz/wiki/meta-lead-ads-crm-cloudflare-worker/ Tue, 14 Jul 2026 12:00:00 GMT A working Meta Lead Ads to CRM bridge on a Cloudflare Worker: signatures both ways, Graph API lookup, Meta's retries as the queue, and the form_name bug a test lead caught. meta-lead-ads instagram cloudflare-worker crm webhook attribution https://goodlabs.kz/wiki/google-ads-leads-no-disbursements-gclid/ https://goodlabs.kz/wiki/google-ads-leads-no-disbursements-gclid/ Mon, 13 Jul 2026 12:00:00 GMT Why Google Ads shows leads but no disbursements: a redirect tracker dropped the gclid on its 302 and the backend never read it. How we rebuilt the chain to a server-side purchase. google-ads gclid attribution sgtm enhanced-conversions measurement-protocol https://goodlabs.kz/wiki/fetch-xhr-interceptor-spa-funnels/ https://goodlabs.kz/wiki/fetch-xhr-interceptor-spa-funnels/ Mon, 06 Jul 2026 12:00:00 GMT How a GTM tag that patches fetch and XMLHttpRequest qualifies leads on a SPA you can't change, feeds value-based bidding, and why passive capture can break without a single error. gtm spa fetch-interceptor conversion-tracking value-based-bidding lead-qualification https://goodlabs.kz/wiki/banking-offline-branch-attribution/ https://goodlabs.kz/wiki/banking-offline-branch-attribution/ Mon, 04 May 2026 12:00:00 GMT The full bank O2O architecture: click capture, branch handoff via lead_id, an offline event ledger, margin-based value and postbacks to Google Ads and Meta CAPI, with QA and SQL checks. o2o banking offline-conversions crm google-ads meta-capi https://goodlabs.kz/wiki/superapp-deeplinks-webview-attribution/ https://goodlabs.kz/wiki/superapp-deeplinks-webview-attribution/ Mon, 04 May 2026 12:00:00 GMT How to get an ad click onto the exact deposit, payment or WebView service in a banking SuperApp: link templates, a ctx_id ledger across login and KYC, and MMP merge rules. superapp deeplinks webview mmp app-links universal-links attribution https://goodlabs.kz/wiki/superapp-promotion-firebase-troas/ https://goodlabs.kz/wiki/superapp-promotion-firebase-troas/ Mon, 04 May 2026 12:00:00 GMT How to move a banking SuperApp's app campaigns from KYC to product value: event taxonomy, margin-based value instead of principal, Firebase setup, and when to switch to tROAS. superapp firebase troas app-campaigns banking mobile-growth https://goodlabs.kz/wiki/tiktok-instagram-inapp-browser-tracking/ https://goodlabs.kz/wiki/tiktok-instagram-inapp-browser-tracking/ Mon, 04 May 2026 12:00:00 GMT Why TikTok and Instagram in-app browsers lose click IDs and events, and a four-layer fix: a server-side landing bridge, first-party IDs, the Pixel, and CAPI with one shared event_id. in-app-browser tiktok instagram capi events-api server-side https://goodlabs.kz/wiki/first-party-data-dwh/ https://goodlabs.kz/wiki/first-party-data-dwh/ Sun, 05 Apr 2026 12:00:00 GMT Why privacy rules turn rented Meta and Google audiences into a business risk, and how a warehouse plus Reverse ETL turns your own first-party data back into campaigns. dwh first-party-data cdp bigquery analytics https://goodlabs.kz/wiki/meta-capi-capig/ https://goodlabs.kz/wiki/meta-capi-capig/ Tue, 10 Mar 2026 12:00:00 GMT What Meta's CAPI and the CAPIG gateway do when the browser Pixel misses conversions, and when server-side GTM is the better choice for multi-channel buying. capi capig meta server-side analytics https://goodlabs.kz/wiki/ocrm-o2o-sales-funnel/ https://goodlabs.kz/wiki/ocrm-o2o-sales-funnel/ Sun, 22 Feb 2026 12:00:00 GMT The general CRM loop for offline sales: save GCLID and Client ID with each lead in amoCRM or Bitrix24, then return won deals via GA4 Measurement Protocol and Google Ads. crm analytics google-ads ga4 o2o https://goodlabs.kz/wiki/skan-mmp-firebase/ https://goodlabs.kz/wiki/skan-mmp-firebase/ Thu, 15 Jan 2026 12:00:00 GMT How SKAN timers delay postbacks by 24-48 hours, what the MMP does with conversion values from 0 to 63, and how to join SKAN, MMP and Firebase data in BigQuery for Blended ROAS. skan ios mmp firebase analytics