Analytics, in full.
Everything we have published on analytics — 12 posts, newest first.
Analytics
Every spam lead you count trains your ads to fail
Spam leads don't just clog your inbox — every junk form-fill you count as a conversion teaches Meta and Google to buy you more. Here's the fix.
Analytics
Google Search Console hides your best queries. On purpose.
Google Search Console omits your lowest-volume, highest-intent queries by design. Here is what the report gets right, and what expires after 16 months.
Analytics
Marketing attribution for small business only works with receipts
Marketing attribution for small business starts with a six-field receipt. Build a source-to-revenue trail before another dashboard tries to claim the sale.
Analytics
Google Tag Manager audit: stop trusting old tags
Google Tag Manager audit guide for founders: find stale tags, duplicate events, consent gaps, and false ad signals before reports steer your spend.
Analytics
First-party data marketing: stop renting customer memory
First-party data marketing works when CRM, website, ads, email, and consent data form one owned customer-memory loop. See the checks.
Analytics
UTM naming convention: stop trusting broken campaign data
UTM naming convention guide for founders: fix source, medium, campaign, and CRM handoffs before broken reports steer your spend.
Analytics
Your website has a bug only a session recording will show you
Your analytics show that visitors leave, not why. See how session recordings and heatmaps reveal the conversion bugs costing your site enquiries.
Analytics
Consent Mode v2: the ads data gap European founders miss
Consent Mode v2 affects Google Ads measurement in Europe. Learn the checks founders should run before bad consent signals hide real enquiries.
Analytics
A/B testing needs traffic you don't have. Fix this first.
A/B testing needs more traffic than most small European sites have. Why split tests stall before they prove anything - and the senior move that lifts conversion instead.
Analytics
Conversion tracking: the dashboard says yes, the inbox says no
Your ad dashboard says conversions are climbing; your inbox says otherwise. Here's how conversion tracking tied to real enquiries shows what actually works.
Analytics
Why your agency dashboard looks busy but proves nothing
Your agency dashboard looks busy, but impressions and optimisations are not progress. The four questions a marketing report must answer before you trust it.
Analytics
Weekly Marketing Metrics: The 7 Numbers Founders Should Track (and the 12 to Stop Watching)
The 7 weekly marketing metrics that actually drive decisions for European founders — plus the 12 vanity numbers to stop watching this week.
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