Analytics
The numbers we actually look at on Monday. GA4 events that map to revenue, attribution you can defend, and tracking that survives the cookie phase-out. No vanity dashboards.
The Analytics posts to read first
Google Analytics 4: The Conversion Events That Actually Matter
Most GA4 installations track everything and surface nothing. Five events cover what SMBs actually need.
GA4 Attribution Models: Which One to Look At When
Data-driven attribution is the default but it lies to small accounts. Here’s the per-channel reality check.
All Analytics posts
SEO ROI: How to Calculate What SEO Is Worth Before You Buy It
Is SEO worth it is not a philosophy question. It is five numbers and a multiplication you can do before any contract.
Data for SEO: The Numbers That Should Drive Your Strategy and Where to Get Them Free
Most SEO arguments end the moment someone opens the right dataset. The right datasets are mostly free, and most sites have never joined them.
Zero to One Million in Local Retail: The Omnichannel Playbook for Stores That Sell Online and Off
In retail the store is a channel, the sidewalk is a channel, and the receipt is a channel. The winners just refuse to waste any of them.
Turn Google Search Console Into an AI Opportunity Finder
You are already ranking on page two for things you never wrote about. An AI agent's job is to find them before you waste effort elsewhere.
Measuring AI Search Visibility in Google Search Console
Google added generative AI reporting to Search Console. Learn what the impressions and clicks mean, how to read them without over-reacting, and how to tie them to real business outcomes.
The Three Numbers a Professional Services Firm Should Track
Traffic is not a result. These three numbers are the difference between marketing you can manage and marketing you just pay for.
Google Analytics 4: The Conversion Events That Actually Matter
Most GA4 installations track everything and surface nothing. Five events cover what SMBs actually need.
Privacy-First Analytics in 2026: GDPR, CCPA, AI Act, and What SMBs Actually Need
Privacy regulations are converging, not multiplying. Here’s what compliance actually looks like in 2026.
Server-Side Tagging: When SMB Sites Should Pay For It (and When They Shouldn’t)
Server-side tagging is hot. For most SMB sites it’s a $300/month answer to a problem you don’t have.
Google Analytics 4 Consent Mode v2: The Implementation That Doesn’t Break Your Data
Consent Mode v2 is required for ads-data in the EU. Implement it right and you don’t lose visibility for users who decline.
GA4 Attribution Models: Which One to Look At When
Data-driven attribution is the default but it lies to small accounts. Here’s the per-channel reality check.
UTM Strategy for SMBs: The Tagging Conventions That Survive a Year
Sloppy UTM tagging is the cheapest way to lose your analytics. Here’s a convention that holds up.
The Death of Cookie-Based Tracking: What Replaces It in 2026
Most attribution methods you learned in 2018 don’t work anymore. Here’s what replaces them.