Author name: hoffmanndavid73@gmail.com

A Practical First GTM Server-Side Tracking Setup for GA4 and Meta Conversions API

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Analytics Engineering · GTM · Server-Side Tracking A Practical First GTM Server-Side Tracking Setup for GA4 A guide to routing GA4 events through a server-side Google Tag Manager container. The Problem Most analytics implementations start in the browser. A web page loads Google Tag Manager, GTM fires tags, and those tags send data directly to […]

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Beyond Regex: How Cloud NLP Services Detect Personal Data at Scale

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NLP · PII Detection · Machine Learning Beyond Regex: How Cloud NLP Services Detect Personal Data at Scale A practical review of the mechanisms behind modern entity detection, PII redaction, machine learning and transformer-based language tools. From Regex Redaction to NLP Redaction In a previous article I covered a simple SQL regex approach for first-pass

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First-Pass PII data redaction with SQL Regex at the core

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Analytics Engineering · SQL · Regex First-Pass PII Redaction with SQL Regex Using regular expressions to reduce obvious personal data exposure before analysing free-text feedback comments. Why Regex Redaction Can Still Be Useful Cloud NLP tools can identify names, addresses, emails and other personal information with much greater sophistication than regex. But there are still

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Lightweight Device Categorisation from User-Agent Strings in SQL

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Analytics Engineering · SQL · Regex Lightweight Device Categorisation from User-Agent Strings in SQL A pragmatic way to classify mobile, tablet and desktop traffic without adding a full user-agent parsing library. NOTE: Originally published pre-UA reduction. The lightweight categorisation method remains useful for high-level mobile/desktop and OS classification, but Chrome User-Agent reduction means detailed device

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Joining CSAT Survey Scores to Page View Data in SQL

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Analytics Engineering · SQL · Feedback Scoring Joining CSAT Survey Scores to Page View Data in SQL How to connect customer feedback to behavioural analytics so satisfaction scores can be analysed by journey, page and service area. The Problem Customer satisfaction survey data is useful on its own, but it becomes much more useful when

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Taming URL Chaos: Regex Strategies for Normalising GOV.UK Page Paths

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Analytics Engineering · SQL · Regex Taming URL Chaos: Regex Strategies for Normalising GOV.UK Page Paths How to group analytics events by meaningful page structure when your URLs contain user IDs, tax reference numbers, and random alphanumeric tokens The Complete Query Here’s the full SQL in context. The sections below break down each regex component

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