Hi, I’m Jonathan Harrington, and Waffed Analytics is my little corner of the internet dedicated to making web analytics and marketing a bit less confusing — and a lot more practical.
This is not an agency, not an online school, and not a fancy “personal brand”.
It’s a hobby project of a web analytics nerd who genuinely enjoys sorting out the chaos in numbers.
Who I am
I’m a web analytics and performance marketing consultant based in Denver, Colorado.
For over a decade I’ve helped ecommerce stores, SaaS products, local businesses, and content projects answer simple but painful questions:
- Which traffic actually brings money?
- Why do conversions drop when traffic goes up?
- Are we scaling a working channel — or just scaling waste?
I started in a small digital agency, living inside Google Ads and Facebook Ads dashboards. Pretty quickly I realised the main problem wasn’t “bad campaigns” — it was bad measurement. Broken tracking, vanity metrics, and dashboards that look impressive but don’t help anyone decide anything.
That’s how I ended up falling in love with web analytics.
Why I started this blog
Most people don’t need a PhD in statistics or a 300-page GA manual.
They need answers like:
- What do I actually need to track on my site?
- Which 5 metrics should I look at every week?
- How do I understand whether my marketing is working — without getting lost in reports?
Waffed Analytics is my way of taking everything I’ve learned in client work and turning it into simple, honest, step-by-step explanations.
What you’ll find here
On this blog I write about:
- Web analytics basics
Events, goals, funnels, UTM tags, attribution, and what all of that really means in practice. - Data-driven marketing
How to connect your campaigns to actual business outcomes instead of just clicks and impressions. - Tools
From Google Analytics and Tag Manager to simpler, privacy-friendly tools—how to choose, set up, and read them. - Conversion and UX insights
How to use data to find “leaks” in your funnel and come up with realistic improvement ideas. - Mindset & decision-making
How to stop obsessing over every tiny metric and focus on the few numbers that matter.
The core idea:
Analytics should serve decisions, not the other way around.
Who this blog is for
You might like Waffed Analytics if you are:
- a founder or solo maker trying to understand if your traffic is “good” or just noise;
- a marketer who never had a clear, down-to-earth explanation of analytics;
- a developer who keeps being asked to “add some tracking” and wants to know what and why;
- or simply a curious person who wants to feel more confident around data.
I write as if I’m explaining things to a smart friend over coffee, not presenting at a conference.
How I approach content
A few personal rules for this blog:
- No screenshots for the sake of screenshots.
If I show an interface, it’s because you’ll actually need to click there. - No “secret hacks”.
Most of analytics is not magic. It’s careful thinking, a bit of patience, and a clear structure. - Realistic advice only.
I assume you have limited time, limited energy, and probably too many tabs open already.
What’s in it for me?
This is a hobby project, but it’s also how I:
- organise and clarify my own thinking,
- test explanations on a broader audience than my clients,
- and give something back to the community that taught me so much.
I don’t have a course to funnel you into at the end of every article.
If one day I decide to add a newsletter or small products, I’ll say it plainly — no tricks.
Stay in touch
If you have a question, a topic suggestion, or a “this report is driving me crazy” situation you’d like me to unpack, I’d be happy to hear from you.
📬 Contact: [email protected]