# Insights | Thmpsn.digital
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Insights / written from the work

# Written from the work.

**Every post here comes out of a real engagement**, with the numbers attached. Two threads run through them: how AI search actually decides who gets cited, and an honest account of what SEO can and cannot do for a business.

- [Measurement · October 29, 2026 A Free GTM Container for GA4, With the Setup Steps People Skip A free, importable Google Tag Manager container for GA4: 26 tags covering lead-gen, ecommerce, and content sites, with event names that match GA4's recommended events. How to import it, what it sends, and the three GA4 settings that decide whether any of it shows up in reports.](https://thmpsn.digital/posts/gtm-ga4-container-template)
- [Measurement · September 15, 2026 Direct Traffic, the Biggest Lie in Your SEO Report We dismantled a real GA4 property's direct traffic with five reproducible bot-signature tests, then froze the rules and pointed them at a second property they had never seen. They flagged 50.8% of its direct traffic, and 3% of its organic. Here is the method, the receipts, and what to do about yours.](https://thmpsn.digital/posts/direct-traffic)