Conversion Rate Confidence: When Your Uplift Is Real or Noise
If it doesn't change a decision, don't celebrate it. Most "14% lift!" Slack screenshots I see are noise dressed up as a result — a peek at day three of a two-week test, on a…
Month: May 2026
Event Tracking Naming: Conventions That Scale Across Teams
Every analytics implementation starts clean. Then a year goes by, three product squads ship features in parallel, two consultants come and go, and one morning you open your event list to find signup_complete, SignupCompleted, user-signed-up,…
Privacy-Friendly Analytics: The Real Trade-Offs No One Talks About
I've helped six teams switch from Google Analytics 4 to privacy-friendly analytics in the last eighteen months. Three of them love it. Two went back. One ended up running both. The marketing pitch for tools…
The Dashboard Pyramid: 3 Layers Every Analytics Stack Needs
Most dashboards fail for the same reason: they try to be one chart for everyone. The CEO opens it, the marketing lead opens it, the analyst trying to debug a broken funnel opens it —…
Heatmaps Beyond the Pretty Picture: Reading Click and Scroll Data
Pretty colors don't equal insight. I've sat in too many meetings where someone pulls up a website heatmap, points at a glowing red blob, and announces "look — people love this section." Then we make…
Session Replay Decoded: What It Shows and What It Misses
The first time a client asked me to "just watch some recordings," I burned half a Tuesday clicking through 40 minutes of mouse wiggles, three rage-clicks on a non-button, and one guy who opened a…