Timo Dechau is a prolific writer specializing in Server-Side Tracking & Tagmanagement, Tracking Plan & Event Taxonomy, Unit Economics, with 5 published resources covering topics like server-side-tracking, gtm-server, data-quality. Their work focuses on practical insights and actionable guidance for professionals in the analytics and data space.
This comprehensive guide explains the why and how of server-side tracking, including architecture options like proxy vs. cloud-edge, GTM Server basics, and phased rollout strategies. It's ideal for teams moving beyond browser-based analytics and looking to improve data quality and privacy compliance.
Based on product audits, this post explains how exceeding 30 core events leads to confusion, duplicative metrics, and inflated tooling costs. Timo recommends modeling a small set of core entities and using properties to capture UI-specifics. Includes governance tips.
This post introduces the Core Entity Test to decide when to create new events versus reusing existing ones with more properties. It includes real-world pitfalls around analytics debt and rising costs, with insights on designing for long-term maintainability.
This workbook introduces the 'double three-layer' framework for event structures, organized by customer, product, and interaction layers. It's designed to help teams build a lean, analyzable event taxonomy that ties directly to business questions. Essential reading for anyone starting a tracking setup from scratch.
From an analyst's perspective, Timo Dechau critiques the over-reliance on vanity growth metrics. He shows how dashboards rarely incorporate core cost insights or contribution margins, and how this disconnect skews decision-making. A wake-up call for teams building analytics around business KPIs.