Analytics
Measuring what matters — conversion tracking, attribution, KPIs, and making sense of marketing data.
Google Analytics 4 (GA4) Setup for Beginners
GA4 is powerful and confusing. A practical guide to setting it up right, reading the reports that matter, and avoiding common mistakes.
Jun 23, 2026Incrementality Testing: What Really Worked
Attribution tells a story about what happened. Incrementality testing shows what would have happened otherwise. Why it matters and how to run it.
Jun 23, 2026Marketing KPIs: Which Metrics to Track
Most marketing dashboards track what's easy to measure, not what matters. The KPIs that actually connect marketing activity to business outcomes.
Jun 23, 2026Multi-Touch Attribution Models Explained
Multi-touch attribution splits conversion credit across contributing channels. How the models work, which to use, and why attribution stays messy.
Jun 23, 2026Reporting Marketing Results to Executives
Executives don't want your dashboard; they want to know if marketing investment pays off. How to report results decision-makers understand.
Jun 23, 2026What Is a Conversion Rate? Definition
Conversion rate is the percentage of visitors who complete a desired action. What counts as good, what influences it, and how to improve it systematically.
Jun 23, 2026