Attribution and retention, explained simply.
Not tips. Worked problems, like why your GA4 funnel and your revenue report disagree. Start with the question you have.
169articles
Start here.
Four pieces that explain how we think.
- Product GuidesPeople, Events and Properties: The Data Model Behind Every QuestionA session model answers what happened. A person model answers who it kept happening to, which is where retention, lifetime value and attribution live. What the choice buys, and what it costs.11 min read
- AnalyticsWhy Your GA4 Funnel and Your Revenue Report DisagreeNothing errors. The report renders, the percentages look plausible, and a team spends a quarter optimising a step that was never the problem. Here is how the gap opens and how to find which cause is yours.11 min read
- MarketingUTM Parameters: A Taxonomy That Survives to RevenueFive parameters, and only three should be free text. Why source and medium need a closed list, why you should never tag internal links, and the three places attribution disappears before the money arrives.11 min read
- AnalyticsSampling, Thresholds and Dark Traffic: What Your Analytics HidesThe interface presents an estimate, a suppressed row and a census with identical confidence. Sampling, thresholding, consent loss and dark traffic, with the signature and the remedy for each.11 min read
Browse by topic.
Nine shelves, each with its own page and the full list.
- Analytics44
- SaaS19
- E-commerce12
- Conversion Optimization16
- Marketing18
- Industry Guides5
- Product Guides11
- Strategy18
- Workflows26
Or read the whole archive, page by page.
Latest.
Recent pieces, newest first.
- Putting a Value on Conversions That Are Not PurchasesThe formula is one line: downstream rate multiplied by downstream value. Being approximately right beats being silent, and a demo at $340 is far more useful than a demo at 1.Analytics · 10 min read · 5 August 2026
- Why Churn Is Harder to Model Than It LooksGrowth suppresses reported churn, cohorts fix that and introduce censoring, and half of it may be failed payments. There is no single churn number, and the search for one is why the subject stays confusing.SaaS · 11 min read · 5 August 2026
- Support Contact Is a Behavioural Event, Not a Helpdesk StatisticThe naive reading is backwards: contacting support correlates with better retention, because contacting means still trying. Four fields and one webhook make the real signal visible.Workflows · 10 min read · 5 August 2026
- Conversion Friction Is a Measurable Thing, Not a MetaphorFriction accumulates, so the step where people leave is often not the step that lost them. Before removing anything, split abandoners by whether they were engaged beforehand.Conversion Optimization · 11 min read · 5 August 2026
- The Analytics Changes That Corrupt Your History Without Breaking AnythingFive routine, legitimate changes that make this month incomparable to last while the report keeps rendering. Annotate in the tool, never change mid-quarter, and test filters against history first.Analytics · 11 min read · 5 August 2026
- Why Your A/B Testing Programme Plateaus After a YearThe early gains were repairs, not discoveries. Write a falsifiable claim about why customers behave as they do, run three or four tests against it, then judge the claim rather than the variants.Conversion Optimization · 11 min read · 5 August 2026
- Your First Ninety Days of AnalyticsEvery analytics implementation that becomes unusable got there by tracking everything available and hoping meaning would emerge from volume. Identity, then one conversion, then the funnel, then revenue, then retention.Analytics · 11 min read · 5 August 2026
- What the Best Pricing Pages DoMake the unit estimable, put tier boundaries where usage clusters, state the distinction in one sentence, and answer the objection that actually blocks the purchase. Then get everything else out of the way.SaaS · 11 min read · 5 August 2026
- Dashboards Nobody Opens: Why Reports DieMost companies have between ten and forty saved reports and read two. Why reports die, the three-sentence test before you build one, and the three that actually get used.Strategy · 10 min read · 5 August 2026
- The GA4 Settings That Decide Whether Your Data Is UsableData retention defaults to two months and governs every exploration report. Internal traffic is not filtered. Payment providers steal attribution. Twenty minutes of settings, and every day of delay is permanently missing.Analytics · 10 min read · 4 August 2026
- Where Qualified Leads Stall on Your Pricing PageSomeone on your pricing page has already decided they want it. The ones who leave are pre-qualified and stuck on something specific, and page metrics cannot tell you which of the four it is.SaaS · 10 min read · 4 August 2026
- Sampling, Thresholds and Dark Traffic: What Your Analytics HidesThe interface presents an estimate, a suppressed row and a census with identical confidence. Sampling, thresholding, consent loss and dark traffic, with the signature and the remedy for each.Analytics · 11 min read · 4 August 2026
Showing 1 to 12 of 169 articles
Start with a question.
The questions we get asked most, and the piece that answers each.
- Why do GA4 numbers never match reality?How to Audit GA4 for Data Accuracy (And What to Do When the Numbers Don't Add Up) · 14 min read
- What attribution model should I use?Multi-Touch Attribution: How to Give Credit Where It Is Due · 13 min read
- Why is my conversion rate dropping?Micro-Funnels: How to Find and Fix Hidden Bottlenecks in Your Customer Journey · 10 min read
- How do I calculate customer lifetime value?How to Calculate Customer Lifetime Value (LTV): Formulas and Examples · 15 min read
- How do I track users across multiple domains?Cross-Domain Tracking: How to Follow Users Across Multiple Domains Without Losing Data · 12 min read
- What KPIs should my SaaS track?How to Pick the Right KPIs: Start with Your Business, Not Your Dashboard · 9 min read
- How do I set up proper event tracking?Event Tracking 101: Getting Started with Kissmetrics · 14 min read
- How do I reduce churn?The Churn Prevention Workflow: Detecting and Saving At-Risk Customers Automatically · 12 min read
- How do I build my first funnel?Building Your First Funnel: A Step-by-Step Guide to Tracking Conversions · 13 min read
- What metrics matter for e-commerce?E-Commerce Conversion Rates: 2026 Benchmarks by Industry · 18 min read
- Will AI replace data analysts?Will AI Replace Data Analysts? The Honest 2026 Answer · 13 min read
- How do I turn data into business decisions?How to Turn Raw Data Into Business Decisions (Without Drowning in Dashboards) · 12 min read
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