Analytics
Measuring what matters — conversion tracking, attribution, KPIs, and making sense of marketing data.
Google Analytics 4 (GA4) Setup and Reporting for Beginners
GA4 is powerful and confusing. A practical guide to setting it up correctly, understanding the reports that matter, and avoiding the most common configuration mistakes.
Jun 23, 2026How to Report Marketing Results to Executives and Non-Marketers
Executives don't want your dashboard. They want to know whether the marketing investment is generating returns. How to report results in terms that decision-makers understand.
Jun 23, 2026Incrementality Testing in Marketing: How to Measure What Actually Worked
Attribution tells you a story about what happened. Incrementality testing tells you what would have happened if you'd done something different. Why it's the gold standard and how to do it.
Jun 23, 2026Marketing KPIs: Which Metrics to Track (and Which to Ignore)
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: Making Sense of the Customer Journey
Multi-touch attribution distributes credit for conversions across the channels that contributed. How the models work, which one to use, and why attribution is still messy.
Jun 23, 2026What Is a Conversion Rate? Definition, Benchmarks, and How to Improve Yours
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