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    Viktor Kvant on tag management and web analytics.

    Senior-level writing on Google Tag Manager, server-side GTM, cookie consent, GA4 and BigQuery — from someone who builds these systems in production.

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    Areas of expertise

    What Viktor Kvant works on

    Google Tag Manager

    Container architecture, naming conventions, data layer design and governance for enterprise GTM setups across many markets and brands.

    Server-side GTM

    Server-side tagging on Google Cloud Run: first-party cookies, event enrichment, CI/CD for containers and durable measurement despite ITP and ad blockers.

    Cookie consent & GDPR

    Consent Mode v2, consent management platforms and privacy engineering under GDPR and the ePrivacy Directive — measurement that holds up to a DPA audit.

    Web analytics & GA4

    GA4 and GA360 implementations, measurement plans, attribution and experimentation — from tagging specification to decisions the business can trust.

    BigQuery & analytics engineering

    GA4 BigQuery exports, flattened event models in dbt and Dataform, window functions and statistical modelling directly on raw event data.

    The author

    Viktor Kvant

    Analysverket is written by Viktor Kvant, a senior web analyst based in Lund, Sweden, with nearly two decades of experience in web analytics. His work centres on Google Tag Manager, server-side tagging, cookie consent and Consent Mode, GA4 and BigQuery — building enterprise measurement that is accurate and compliant. Every tool review and technique on the site comes from production work, not vendor brochures.

    He also builds tools for the same stack — TagConsole for GTM, MeaConsole for GA4 administration and RelConsole for Dataform — and Vitki Runor, an open-source platform for quantitative runestone analysis.

    Go deeper

    Senior-level techniques from the field.

    Sessionisation, server-side tagging, consent bias, BigQuery modelling and causal inference — practical guides drawn from production work.

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