Blog / Analytics
GA4, Search Console, conversion tracking, and being clear about what the data cannot tell you.
September 6, 2026 · 9 min read
A customer journey map is a description of how someone goes from not knowing you to buying. Most are elaborate diagrams nobody uses. The useful version fits on one page and names the step that is broken.
September 6, 2026 · 10 min read
Attribution is how you decide which marketing gets credit for a sale. Every model is wrong in a predictable direction, and knowing the direction is more useful than finding the right model.
August 24, 2026 · 6 min read
UTMs are simple until three people tag links three different ways, at which point your channel report becomes fiction. The fix is a convention, written down, before the first link.
August 22, 2026 · 5 min read
A/B testing promises certainty and often delivers noise, especially for small teams. Here is what to test first, why small audiences need bold differences, and how to stay honest about sample size.
The call to action is the highest-leverage sentence on any page, and most are wasted on 'Submit' and 'Learn more.' Verbs, specificity, and placement do most of the work.
Most landing pages fail because the page promises something different from the ad that earned the click. Three disciplines fix most of it: message match, one job per page, and one call to action.
A funnel is just the path from stranger to customer, made visible. Here is how to build a marketing funnel stage by stage: what each stage is for, the content it needs, and the gaps where most funnels leak.
Conversion tracking is how marketing connects to money, and it is wrong more often than people think. Here is how to define conversions, set them up, and verify the numbers before trusting them.
Google Search Console is the only place that shows exactly which searches bring people to your site. Here is how to read queries and pages, and how to diagnose a decline without panic.
A small business does not need a dashboard of forty metrics. It needs a handful of marketing KPIs where each number ties to money or a decision. Here is how to choose them.
Content marketing ROI is measurable, but only partly, and pretending otherwise leads to bad decisions. Here is how to count costs, credit revenue where you can, and be honest about the rest.
GA4 has hundreds of screens and you need about four of them. Here are the reports that matter for marketers, what each one answers, and the habits that keep your reading honest.
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