Data & Analytics

6 articles

Google Analytics 4: What Took Me Months to Figure Out

I spent about six months being confused by Google Analytics 4. Not because it is fundamentally complicated, but because Google wrote the documentation

Predictive Analytics in Marketing: What It Actually Means for Small Teams

Small business owners hear the phrase “predictive analytics” and immediately think it requires a data science team, a six-figure software

Dashboard Design: How to Build a Marketing Report People Actually Read

I have built a lot of marketing reports over the years. Most of them were useless. They looked great on the surface — full of colorful […]

A/B Testing Mistakes I Made So You Do Not Have To

I have made every A/B testing mistake that exists. I declared winners after 200 visitors and implemented changes that actually hurt revenue. I tested

Why Your Dashboard Numbers Lie (And How to Fix Reports)

I have built a lot of marketing dashboards over the years. Most of them were useless. They looked great on the surface — colorful charts with […]

What Your Bounce Rate Is Actually Telling You (It Is Not What You Think)

Bounce rate is one of the most misunderstood metrics in web analytics. Most people think a high bounce rate is always bad and spend significant time [