Analytics, without the noise

Start with the problem.

Practical web analytics and marketing — tracking, privacy and the numbers that actually change a decision. By Jonathan Harrington.

Read the guides About Waffed

Conversion & UX Insights

Conversion Rate Optimization Checklist: 34 Checks, Each Tied to a Metric

Most conversion rate optimization checklists are redesign briefs in disguise. “Add social proof. Shorten the form. Make the button bigger.” Nothing in them tells you whether the button is the problem on…

Jonathan Harrington ·Aug 19, 2026 ·21 min read

Latest briefings

Foundations of Analytics

Bot Traffic Filtering: Clean Up Your Analytics Data

Ghost referrals, crawlers, and internal traffic distort your conversion rates and attribution. How to identify and filter each…

Jonathan Harrington · 15 min read

Foundations of Analytics

Conversion Rate Confidence: When Your Uplift Is Real or Noise

Most A/B test wins are noise. Here's the math intuition behind sample size, statistical significance, and confidence intervals…

Jonathan Harrington · 14 min read

Tracking & Implementation

Event Tracking Naming: Conventions That Scale Across Teams

Event tracking naming gets messy fast. Here's a practical framework — object-action pattern, casing rules, properties, versioning, and…

Jonathan Harrington · 12 min read

Privacy-Friendly Analytics

Privacy-Friendly Analytics: The Real Trade-Offs No One Talks About

Privacy-friendly analytics drops the cookie banner and the compliance headache, but you give up real capabilities. Here are…

Jonathan Harrington · 12 min read

Dashboards & Reporting

The Dashboard Pyramid: 3 Layers Every Analytics Stack Needs

Most dashboards fail because they try to serve everyone. Build the dashboard pyramid: executive, operational, diagnostic — each…

Jonathan Harrington · 12 min read

Conversion & UX Insights

Heatmaps Beyond the Pretty Picture: Reading Click and Scroll Data

A website heatmap looks like proof, but pretty colors lie when samples are tiny and segments collide. Here…

Jonathan Harrington · 11 min read

Conversion & UX Insights

Session Replay Decoded: What It Shows and What It Misses

Session replay analytics promises to show you exactly how users behave on your site. Here's what it actually…

Jonathan Harrington · 12 min read

Foundations of Analytics

How to Compare Attribution Models Without Losing Your Mind

You switched from last-click to data-driven attribution and suddenly Facebook looks three times more valuable than it did…

Jonathan Harrington · 9 min read

Conversion & UX Insights

Landing Page Drop-Off: Why Visitors Leave Before Converting

You spent money driving traffic to your landing page. People clicked. They arrived. Then they left — without…

Jonathan Harrington · 9 min read