About Waffed Analytics
Waffed Analytics is my corner of the internet dedicated to making web analytics less confusing and more practical.
“Analytics should serve decisions, not the other way around.”
What this is
A hobby project from an analytics nerd who enjoys sorting out chaos in numbers. Simple, honest, step-by-step explanations.
What this isn’t
Not an agency. Not an online school. Not a “personal brand” with courses to funnel you into at the end of every article.
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My Story
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 realized 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.
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Experience & Credentials
Consulting
4 Industries
Certifications
Certifications
Google — GA4 measurement, event tracking, reporting
Google — Search, Display, and Performance campaigns
HubSpot Academy — Inbound strategy and lifecycle marketing
Tools Expertise
Google Tag Manager
Looker Studio
BigQuery
Plausible
Matomo
Google Ads
Meta Ads
Industries Served
E-commerce & DTC brands
SaaS & software products
B2B lead generation
Media & publishing
Speaking & Community
Delivered sessions on privacy-first analytics and GA4 migration at regional marketing and ecommerce events.
Active in analytics communities — answering questions on tracking setups, GTM configurations, and making sense of messy data.
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What You’ll Find Here
Analytics Basics
Events, goals, funnels, UTM tags, attribution — explained in plain language.
Data-Driven Marketing
Connect campaigns to actual business outcomes, not just clicks.
Tools & Setup
GA4, Tag Manager, privacy-friendly alternatives — how to choose and use them.
Conversion Insights
Find funnel leaks and turn data into realistic improvement ideas.
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Who This Is For
Trying to understand if your traffic is “good” or just noise.
Looking for clear, down-to-earth explanations of analytics.
Asked to “add some tracking” and want to know what and why.
Anyone who wants to feel more confident around data.
How I Approach Content
If I show an interface, it’s because you’ll actually need to click there.
Most of analytics is careful thinking, a bit of patience, and clear structure.
I assume you have limited time, limited energy, and too many tabs open.
Let’s Connect
Have a question, topic suggestion, or a “this report is driving me crazy” situation? I’d be happy to hear from you.