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…
Category: Foundations of Analytics
Learn the fundamentals of web analytics: events, goals, funnels, UTM tags, and attribution. Build a solid foundation before diving into advanced topics.
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 yesterday. Your paid search numbers dropped. Your boss wants to know which report is "right." The honest…
Multi-Touch Attribution for Small Budgets
Enterprise marketing teams have Rockerbox, full-time data scientists, and six-figure attribution platforms. You have Google Analytics and a spreadsheet. Here's the good news: for most small businesses, that's genuinely enough. Multi-touch attribution sounds like something…
Last-Click Attribution Is Misleading You: Here’s What to Use Instead
You run a campaign on Facebook. Someone sees your ad, doesn't click, but later Googles your brand name and converts. Your analytics tool credits Google organic. Facebook gets nothing. You cut the Facebook budget. Conversions…
What Is Attribution and Why It’s So Confusing
A visitor sees your Facebook ad on Monday. Clicks a Google result on Wednesday. Opens your email on Friday. Then finally buys on Saturday after typing your URL directly. Which marketing channel gets credit for…
UTM Parameters Explained: How to Track Where Your Traffic Comes From
You're running campaigns across email, social media, and paid ads. Traffic is coming in. But when you open your analytics, everything just says "direct" or "referral" with no clear picture of what's actually working. This…