Data,
measured
properly.
Twice a week: what changed in measurement, what it actually requires of you, and one artifact you can install to act on it. Every citation verified. Never vendor hype.
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gtag("consent", "default", {
ad_storage: "denied",
analytics_storage: "denied",
region: ["EEA", "UK"],
wait_for_update: 500
}); One artifact you install
SQL, GTM configs, consent snippets, audit checklists — tested before we send them.
One benchmark, dated and sourced
A row in the public Benchmark Library: match rates, consent rates, CPMs. Primary sources only.
The GDPR lens, first
What a change means legally, in plain words, before what it means technically.
Latest briefings
Full archive →We've renamed: Perspection Data is now Data Measured
Same desk, same beat, new name and address — datameasured.com. Emails now come from team@datameasured.com.
Aug 24 · 2026GA4's New Custom Conversion Windows: What to Set, What Breaks, and Why Your Old Numbers Won't Match
GA4 now takes any conversion window — EVC 1–30 days, CTC 1–90. Derive yours from measured conversion lag, log the change date, and mind the seam.
Aug 20 · 2026Data Contracts: How to Stop Upstream Schema Changes From Silently Breaking Your Metrics
What a data contract actually is, who enforces it, and why most teams that claim contracts only have documentation. Build vs buy, hype removed.