I was reviewing a GA4 property with a client when the SEO manager asked a question that sounded simple: “Which…
A few months ago, I was working with a team that wanted to analyze how user behavior had changed over…
One of the hardest parts of experimentation isn’t launching the test.It isn’t implementing exposure events.And it isn’t understanding statistical significance.The…
A few years ago, I was reviewing a GA4 implementation for a business that couldn’t understand why their marketing reports…
Launching an experiment is usually the easy part. Analyzing the results is where most teams struggle. I’ve seen teams stop…
I was reviewing a GA4 implementation for a company investing heavily in Google Ads remarketing when the paid media manager…
When Google launched GA4, Enhanced Measurement was one of its biggest selling points. Turn it on, and GA4 automatically starts…
You launch a successful Google Ads campaign. Visitors arrive on your website. They browse products, begin the checkout process, and…
One of the first questions teams ask after launching their first experiment is: “How often can we check the results?”…
One of the quickest ways to distort your GA4 reports is to allow your own employees, agencies, developers, and stakeholders…
One of the most common mistakes I see when reviewing experiments is teams declaring a winner too early. A variant…
I was reviewing a GA4 property for a client running Google Ads remarketing campaigns when I asked a simple question:…
I was reviewing acquisition reports with a client when someone from the paid media team said: “There’s no way Paid…
Common findings during a GA4 audit is not that Key Events are missing—it’s that they don’t represent meaningful business outcomes.…
Most GA4 audits begin by answering a simple question: Are the events firing? If the answer is yes, many organizations…
If there’s one thing that determines whether your experiment results are trustworthy, it’s exposure tracking. Not statistical significance. Not confidence…
Every product team wants to make better decisions. The problem is that most decisions are based on assumptions. A designer…
Most product teams don’t have a testing problem. They have a decision-making problem. A designer believes a new checkout flow…
One of the most overlooked parts of analytics implementation is geolocation tracking. Most teams assume location data simply appears in…
Most experiments don’t fail because of statistics. They fail because of process. Over the years, I’ve reviewed hundreds of product…