Open standards
The conventions every team reinvents — defined once, versioned, and citable. Each ships with a downloadable kit of templates and validators.
Privacy Scorecard Methodology
How webtracking.org grades analytics, tag-management, and advertising tools A–F on privacy and tracking-prevention behavior — the five dimensions, the scoring formula, sourcing rules, vendor right-to-respond, and affiliate-disclosure policy.
Attribution Models — Definitions & Algorithms
An open, vendor-neutral reference for the marketing attribution models used across GA4, Adobe (Attribution IQ / CJA), and data-driven pipelines — including the exact math for rule-based, Markov removal-effect, and Shapley-value attribution.
Marketing Channel Classification Standard
A vendor-neutral rule set for collapsing raw source / medium / referrer data into a stable set of marketing channels, with the ordered matching logic GA4 and Adobe use and a portable version you can run in SQL.
dataLayer & Event Taxonomy Spec
An open, versioned dataLayer contract and event taxonomy — page/user/consent/ecommerce context plus canonical snake_case events — published as a machine-readable JSON Schema you can validate against in CI or in the browser.
Campaign URL / UTM Standard
An open, versioned convention for structuring campaign tracking parameters so that channel grouping, attribution, and reporting stay consistent across every tool.