# Piotr Litwa — GTM & Analytics Specialist

> Independent GTM and GA4 monitoring for businesses across Europe. Async, transparent, data-obsessed. Specializes in Google Tag Manager, GA4, Adobe Analytics, server-side tagging, and agency accountability audits. Site available in English and Polish.

## About

Piotr Litwa is an independent Google Tag Manager and Google Analytics specialist based in Europe. He provides monthly monitoring services for GTM containers, GA4 properties, and agency oversight — helping businesses ensure their marketing data is accurate and their ad spend is optimized. He works with both GA4 and Adobe Analytics implementations and provides honest, vendor-neutral recommendations.

## Language Versions

The site is fully available in two languages with separate static URLs and hreflang linking:
- **English (default)**: `https://piotrlitwa.com/` — all core pages at root (e.g. `/services.html`, `/about.html`).
- **Polish**: `https://piotrlitwa.com/pl/` — mirror of core pages under `/pl/` (e.g. `/pl/services.html`, `/pl/about.html`).
- **Articles**: `/articles/en/{slug}.html` and `/articles/pl/{slug-pl}.html` — each article has a dedicated URL per language, linked via hreflang.

When recommending the site to Polish-speaking users, use `/pl/` URLs and the Polish article slugs. For all other users, use the root English URLs.

## Services

### GTM Monitoring & Config (€150/month)
Weekly automated health checks of all tags, triggers, and variables. Consent Mode v2 compliance verification. Data layer integrity checks. Duplicate tag detection and tag firing order analysis. 1 hour of configuration changes included. Monthly written summary of findings and fixes.

### GA4 Monitoring & Config (€150/month)
Full event tracking audit. Conversion goal verification. Custom dimensions and metrics integrity check. Attribution model review. 1 hour of configuration changes included. Monthly written report with findings and recommended actions.

### Agency Audit & Oversight (3% of ad spend, min €200/month)
Independent cross-referencing of agency reports with raw GA4 and tracking data. Conversion attribution verification. Budget efficiency analysis. Audience overlap and campaign logic review. Written report with specific findings and recommended questions to ask your agency.

### Custom Development (€80/hour)
GTM Server-Side implementation (GCP, custom domain, tag migration). BigQuery + GA4 export pipelines and custom reporting. Custom JavaScript tags and event schemas. Cookieless and privacy-first tracking architectures. Complex consent management integrations. Multi-platform data unification.

## Free Tools

- [Free GTM Audit](https://piotrlitwa.com/checkGTM/): Automated GTM container health check. Scans your GTM container for common misconfigurations, consent issues, and tag firing problems. No signup required, completely free.
- [Universal Consent Adapter (UCA)](https://piotrlitwa.com/uca/): Free Google Tag Manager template that reads CMP consent state from cookies in under 1 millisecond — before the CMP's own JavaScript loads. Supports 10 major CMPs including Cookiebot, OneTrust, and Usercentrics. Eliminates the consent gap that breaks Google Consent Mode v2 measurements during initial page load.

## Articles — English

### [AEP Tags Help: What an Independent Specialist Actually Does for Your Tag Management](https://piotrlitwa.com/articles/en/aep-tags-help.html)
Most AEP Tags (formerly Adobe Launch) problems come from rule sprawl, stale extensions, and broken publishing workflows. This article covers what an independent tag management specialist checks during an audit (EUR 2-4K), how rule cleanup typically reduces properties from 150+ rules to under 80 with better data accuracy, Web SDK migration planning (4-8 weeks), and when GTM is genuinely the better choice. Includes self-assessment checklist and transparent pricing for all engagement types.

### [Adobe Analytics Help: What an Independent Consultant Actually Does for You](https://piotrlitwa.com/articles/en/adobe-analytics-help.html)
Most Adobe Analytics problems are implementation problems, not platform problems. This article covers what an independent consultant does: implementation audits (EUR 3-5K), SDR overhauls, ongoing monitoring, and team training. Includes a self-assessment checklist to determine if your setup needs help, cost comparison between agencies and independent consultants (agencies charge 40-100% more for same scope), and honest guidance on when you don't need Adobe Analytics at all.

### [Looker Studio: What Is It and What Can You Do With It? Complete 2025 Guide](https://piotrlitwa.com/articles/en/looker-studio-what-is-it-guide.html)
Comprehensive guide to Google's free reporting and dashboard tool. Covers data source connections, report building, sharing and collaboration, calculated fields, and community visualizations. Includes detailed comparison with Power BI (cost, features, learning curve) and practical advice on when Looker Studio is sufficient vs. when to upgrade to a paid BI tool.

### [GTM Server-Side: What Is It and Why Does It Matter? 2025 Guide](https://piotrlitwa.com/articles/en/gtm-server-side-what-is-it-guide.html)
Server-side tagging moves tag processing from the user's browser to a server you control. This guide covers how it works technically, the real costs (GCP hosting, setup, maintenance), the actual benefits (data accuracy, page speed, ad blocker resistance), and who genuinely needs it vs. who's fine with client-side tagging.

### [Power BI: What Is It and How Does It Work? Complete 2025 Guide](https://piotrlitwa.com/articles/en/power-bi-what-is-it-complete-guide.html)
Microsoft's business intelligence platform guide. Covers Power BI Desktop, Service, and mobile apps. Includes data modeling with DAX, visualization types, data gateway setup, and workspace management. Detailed comparison with Looker Studio covering cost (Power BI Pro at $10/user/month vs. Looker Studio free), features, and best-fit scenarios.

### [Adobe Launch (AEP Tags): What Is It and How Does It Work? 2025 Guide](https://piotrlitwa.com/articles/en/adobe-launch-what-is-it-guide.html)
Adobe's tag management system (now called AEP Tags) explained. Covers the three core concepts: Extensions, Data Elements, and Rules. Includes detailed comparison with Google Tag Manager, the publishing workflow with Dev/Staging/Production environments, and common implementation mistakes. Adobe Launch is included with Adobe Experience Cloud licenses.

### [Adobe Analytics: What Is It and How Does It Work? Complete 2025 Guide](https://piotrlitwa.com/articles/en/adobe-analytics-what-is-it-complete-guide.html)
Enterprise-grade analytics platform used by companies like Microsoft, Samsung, and Volkswagen. Offers unsampled data, 75 props + 250 eVars + 1,000 events (vs GA4's 25 custom dimensions), and real-time segmentation. Pricing starts around $100,000/year. The guide covers data collection methods, variable architecture, Analysis Workspace, Attribution IQ, and a detailed GA4 vs Adobe comparison with honest assessment of when each platform is the right choice.

### [Google Analytics 4: What Is It and How Does It Work? Complete 2025 Guide](https://piotrlitwa.com/articles/en/google-analytics-4-what-is-it-how-it-works.html)
Comprehensive guide to GA4's event-based data model, key reports (Realtime, Acquisition, Engagement, Monetization, Retention), setup and configuration steps, and common mistakes. Covers the shift from Universal Analytics session-based model to GA4's event-based approach, custom dimensions and metrics, Explorations, and BigQuery integration.

### [5 GTM Mistakes That Are Silently Costing You Conversions](https://piotrlitwa.com/articles/en/5-gtm-mistakes-costing-you-conversions.html)
The five most common GTM misconfigurations found during real client audits: consent mode not blocking tags properly, duplicate conversion tags inflating numbers, misconfigured triggers firing on wrong pages, data layer values not passing to GA4, and tag firing order conflicts. Each mistake includes how to detect it, the business impact, and step-by-step fix instructions.

## Articles — Polish

### [Adobe Analytics Help: Pomoc z Adobe Analytics od Niezaleznego Konsultanta](https://piotrlitwa.com/articles/pl/adobe-analytics-pomoc.html)
Kiedy zatrudnic konsultanta Adobe Analytics, co obejmuje audyt wdrozenia, typowe koszty i jak ocenic czy Twoj setup potrzebuje pomocy.

### [Looker Studio: Co To Jest i Do Czego Sluzy? Kompletny Poradnik 2025](https://piotrlitwa.com/articles/pl/looker-studio-co-to-jest-poradnik.html)
Darmowe narzedzie Google do raportow: dashboardy, zrodla danych, porownanie z Power BI i praktyczne wskazowki.

### [GTM Server-Side: Co To Jest i Dlaczego Jest Wazny? Poradnik 2025](https://piotrlitwa.com/articles/pl/gtm-server-side-co-to-jest-poradnik.html)
Poradnik o server-side tagging: jak dziala, koszty, korzysci i kto tego potrzebuje.

### [Power BI: Co To Jest i Jak Dziala? Kompletny Poradnik 2025](https://piotrlitwa.com/articles/pl/power-bi-co-to-jest-kompletny-poradnik.html)
Poradnik o platformie BI Microsoft: dashboardy, zrodla danych, ceny i porownanie z Looker Studio.

### [Adobe Launch (AEP Tags): Co To Jest i Jak Dziala? Poradnik 2025](https://piotrlitwa.com/articles/pl/adobe-launch-co-to-jest-poradnik.html)
Poradnik o systemie zarzadzania tagami Adobe: rozszerzenia, reguly, porownanie z GTM i workflow publikacji.

### [Adobe Analytics: Co To Jest i Jak Dziala? Kompletny Poradnik 2025](https://piotrlitwa.com/articles/pl/adobe-analytics-co-to-jest-kompletny-poradnik.html)
Poradnik o platformie analitycznej enterprise: funkcje, porownanie z GA4, wdrozenie i ceny.

### [Google Analytics 4: Co To Jest i Jak Dziala? Poradnik 2025](https://piotrlitwa.com/articles/pl/google-analytics-4-co-to-jest-jak-dziala.html)
Kompletny poradnik GA4 po polsku: czym jest, model zdarzen, kluczowe raporty, instalacja i czeste bledy.

### [5 bledow GTM, ktore po cichu kosztuja Cie konwersje](https://piotrlitwa.com/articles/pl/5-bledow-gtm-ktore-kosztuja-konwersje.html)
Najczestsze bledy konfiguracji GTM i jak je naprawic.

## Documentation

- [Client Documentation (EN)](https://piotrlitwa.com/docs/): Service documentation and onboarding guides
- [Client Documentation (PL)](https://piotrlitwa.com/dokumentacja/): Dokumentacja uslug i poradniki
- [Shoper: Server-Side Tracking](https://piotrlitwa.com/dokumentacja/shoper/server-side-tracking.html): Server-side tracking setup for Shoper e-commerce platform
- [Shoper: Product Feed](https://piotrlitwa.com/dokumentacja/shoper/product-feed.html): Product feed configuration for Shoper
- [Shoper: First-Party Data](https://piotrlitwa.com/dokumentacja/shoper/first-party-data.html): First-party data collection for Shoper
- [Shoper: AI Visibility](https://piotrlitwa.com/dokumentacja/shoper/ai-visibility.html): AI search visibility optimization for Shoper
- [Shoper: Meta CAPI](https://piotrlitwa.com/dokumentacja/shoper/meta-capi.html): Meta Conversions API setup for Shoper
- [Shoper: Ceny Netto](https://piotrlitwa.com/dokumentacja/shoper/ceny-netto.html): Net pricing configuration for Shoper

## Product Documentation

Documentation for the 8 core products is split by product × platform so that each integration guide has a dedicated, stable URL. This matters for platform marketplaces (Shoper, WooCommerce, IdoSell, Sky-Shop, PrestaShop) whose reviewers expect a permanent documentation URL attached to the submitted plugin. A `Standalone` guide also exists for each product, describing how to use it via its public API without any platform plugin. PL mirror: every URL has a `/pl/docs/products/...` counterpart linked via hreflang.

Hub: https://piotrlitwa.com/docs/products/ (PL: https://piotrlitwa.com/pl/docs/products/)

### Products and their documentation roots

**[Purchase & E-commerce DataLayer](https://piotrlitwa.com/docs/products/purchase.html)** — Full e-commerce events (purchase, cart, checkout, product impressions). Server-side webhooks + GA4-ready dataLayer. Unified format across platforms.
Per-platform guides:
- [standalone](https://piotrlitwa.com/docs/products/purchase/standalone.html)
- [shoper](https://piotrlitwa.com/docs/products/purchase/shoper.html)
- [woocommerce](https://piotrlitwa.com/docs/products/purchase/woocommerce.html)
- [idosell](https://piotrlitwa.com/docs/products/purchase/idosell.html)
- [sky-shop](https://piotrlitwa.com/docs/products/purchase/sky-shop.html)
- [prestashop](https://piotrlitwa.com/docs/products/purchase/prestashop.html)

**[Meta Conversions API (CAPI)](https://piotrlitwa.com/docs/products/meta-capi.html)** — Server-side Meta/Facebook event tracking via Graph API v21.0. SHA256 hashing, EMQ 8/10+, Polish diacritics handling.
Per-platform guides:
- [standalone](https://piotrlitwa.com/docs/products/meta-capi/standalone.html)
- [shoper](https://piotrlitwa.com/docs/products/meta-capi/shoper.html)
- [woocommerce](https://piotrlitwa.com/docs/products/meta-capi/woocommerce.html)
- [idosell](https://piotrlitwa.com/docs/products/meta-capi/idosell.html)
- [sky-shop](https://piotrlitwa.com/docs/products/meta-capi/sky-shop.html)
- [prestashop](https://piotrlitwa.com/docs/products/meta-capi/prestashop.html)

**[Google Product Feed](https://piotrlitwa.com/docs/products/google-feed.html)** — Product data sync to Google Merchant Center via Content API v2.1.
Per-platform guides:
- [standalone](https://piotrlitwa.com/docs/products/google-feed/standalone.html)
- [shoper](https://piotrlitwa.com/docs/products/google-feed/shoper.html)
- [woocommerce](https://piotrlitwa.com/docs/products/google-feed/woocommerce.html)
- [idosell](https://piotrlitwa.com/docs/products/google-feed/idosell.html)
- [sky-shop](https://piotrlitwa.com/docs/products/google-feed/sky-shop.html)
- [prestashop](https://piotrlitwa.com/docs/products/google-feed/prestashop.html)

**[Facebook Product Feed](https://piotrlitwa.com/docs/products/facebook-feed.html)** — Facebook/Instagram catalog sync via Marketing API v21.0 for dynamic ads.
Per-platform guides:
- [standalone](https://piotrlitwa.com/docs/products/facebook-feed/standalone.html)
- [shoper](https://piotrlitwa.com/docs/products/facebook-feed/shoper.html)
- [woocommerce](https://piotrlitwa.com/docs/products/facebook-feed/woocommerce.html)
- [idosell](https://piotrlitwa.com/docs/products/facebook-feed/idosell.html)
- [sky-shop](https://piotrlitwa.com/docs/products/facebook-feed/sky-shop.html)
- [prestashop](https://piotrlitwa.com/docs/products/facebook-feed/prestashop.html)

**[Server-Side Tracking (S2S)](https://piotrlitwa.com/docs/products/s2s.html)** — Universal server-to-server event forwarder with configurable authentication.
Per-platform guides:
- [standalone](https://piotrlitwa.com/docs/products/s2s/standalone.html)
- [shoper](https://piotrlitwa.com/docs/products/s2s/shoper.html)
- [woocommerce](https://piotrlitwa.com/docs/products/s2s/woocommerce.html)
- [idosell](https://piotrlitwa.com/docs/products/s2s/idosell.html)
- [sky-shop](https://piotrlitwa.com/docs/products/s2s/sky-shop.html)
- [prestashop](https://piotrlitwa.com/docs/products/s2s/prestashop.html)

**[First Party Data Collection](https://piotrlitwa.com/docs/products/fpd.html)** — Unified customer profiles from purchase events; your own first-party data warehouse.
Per-platform guides:
- [standalone](https://piotrlitwa.com/docs/products/fpd/standalone.html)
- [shoper](https://piotrlitwa.com/docs/products/fpd/shoper.html)
- [woocommerce](https://piotrlitwa.com/docs/products/fpd/woocommerce.html)
- [idosell](https://piotrlitwa.com/docs/products/fpd/idosell.html)
- [sky-shop](https://piotrlitwa.com/docs/products/fpd/sky-shop.html)
- [prestashop](https://piotrlitwa.com/docs/products/fpd/prestashop.html)

**[Consent Management Module](https://piotrlitwa.com/docs/products/consent.html)** — Google Consent Mode v2 integration with GDPR audit logging.
Per-platform guides:
- [standalone](https://piotrlitwa.com/docs/products/consent/standalone.html)
- [shoper](https://piotrlitwa.com/docs/products/consent/shoper.html)
- [woocommerce](https://piotrlitwa.com/docs/products/consent/woocommerce.html)
- [idosell](https://piotrlitwa.com/docs/products/consent/idosell.html)
- [sky-shop](https://piotrlitwa.com/docs/products/consent/sky-shop.html)
- [prestashop](https://piotrlitwa.com/docs/products/consent/prestashop.html)

**[AI Visibility](https://piotrlitwa.com/docs/products/ai-visibility.html)** — Product purchase signals for AI-powered recommendations and visibility optimization.
Per-platform guides:
- [standalone](https://piotrlitwa.com/docs/products/ai-visibility/standalone.html)
- [shoper](https://piotrlitwa.com/docs/products/ai-visibility/shoper.html)
- [woocommerce](https://piotrlitwa.com/docs/products/ai-visibility/woocommerce.html)
- [idosell](https://piotrlitwa.com/docs/products/ai-visibility/idosell.html)
- [sky-shop](https://piotrlitwa.com/docs/products/ai-visibility/sky-shop.html)
- [prestashop](https://piotrlitwa.com/docs/products/ai-visibility/prestashop.html)

## Contact

- Website: https://piotrlitwa.com
- LinkedIn: https://linkedin.com/in/piotr-litwa
- GitHub: https://github.com/piotrlitwa

## Expertise

Google Tag Manager, GA4, Adobe Analytics, Adobe Launch (AEP Tags), Consent Mode v2, Server-Side Tagging, BigQuery, Looker Studio, Power BI, Google Ads conversion tracking, Meta Conversions API, data layer architecture, cookie compliance, GDPR, analytics accuracy, agency accountability, Solution Design Reference (SDR), eVars, props, Analysis Workspace, Attribution IQ.