Not just in terms of money (though that too), but in terms of attention. The paradox of this era: the more AI agents and code-writing tools we have, the more valuable the person becomes who understands architecture and makes real decisions. Spending their time on “add one more field to the request” is, in a way, wasteful.
A recent case.
The client wanted enriched user data — device parameters, cookie identifiers, and more — to be sent along with conversions and transactions to GA4, ad platforms, and retargeting partners.
The standard approach? Go to developers. Ask them to collect additional data on the website. Add new fields to every request, for every service. Slow, expensive, and guaranteed to produce a few mistakes.
We did it differently.
We set up GTM Server-Side and Firestore. When a user logs in, all required parameters — including cookie identifiers — are saved into Firestore under their User ID. Developers send exactly one request. That’s it.
From there, GTM listens to incoming conversion and transaction events, queries Firestore for the necessary parameters, and distributes enriched data where it needs to go: GA4, ad platforms, partners.
Developers did one simple action. Everything else lives on the analytics side.
Protect your developers’ attention — and one day, they’ll protect your project.
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