Field notes on analytics, measurement, and why your numbers disagree.
Restrained, evidence-first writing on choosing an analytics practice, what services should actually include, and diagnosing the discrepancies every marketing and data team eventually runs into.
How to Choose an Analytics Agency
The questions to ask before you sign, and the proof to demand instead of slideware.
Read Field GuideWhat Analytics Services Actually Include
Setup, audit, and reporting - what each one should deliver, and how to tell a real one from a template.
Read DiagnosisWhy You Can't Trust Your Analytics Numbers (And How to Fix It)
Google Analytics, Google Ads, and your sales ledger will never agree perfectly. Here's why, and how to make the gaps explainable.
Read MeasurementHow to Measure Marketing ROI You Can Defend
ROI, ROAS, and CAC formulas are the easy part. Here is how to make the number survive the room.
Read ArchitectureHow Cross-Domain Tracking Actually Works (And Where It Breaks)
Checkout on a different domain, a partner site, a booking engine elsewhere. The mechanism, and the three places it fails.
Read Field GuideWhat a Proper Form-Tracking Setup Actually Captures
A submit click is not a lead. Here is the difference, and the events most setups never build.
Read Team StructureWhen You Need a Data Engineer, Not Just an Analyst
Two different jobs wearing similar titles. The signals that tell you which one your team is actually missing.
Read GovernanceWhat Data Governance Actually Means for a Marketing Tracking Stack
Not a compliance binder. Four operational rules, each with a named owner.
Read MeasurementHow Attribution Models Actually Work, Without the Vendor Slideware
Last-click, linear, time-decay, data-driven. The mechanics behind each, and how to pick one on purpose.
Read ArchitectureWhat an Event Tracking Schema Is, and Why Undocumented Events Cost You Later
Every setup has a schema, written down or not. Here is what belongs in one, and what drifts without it.
Read MechanicsHow Cookie-Based Retargeting Actually Works (and What's Changing)
The pixel-and-cookie mechanism behind "they followed me around the internet," and what replaces it.
Read Data QualityHow Bot and Non-Human Traffic Quietly Inflates Your Analytics Numbers
Default bot filtering catches the bots that identify themselves. Here is what slips through, and how to check.
Read Agentic TrafficWhat Is Agentic Traffic? Agents vs. AI Crawlers vs. AI Referrals
Three different things get flattened into "AI traffic." Only one of them is a machine acting as your visitor.
Read Agent-Ready SitesMaking Your Site Agent-Ready: WebMCP, Structured Data, and the Agent Tool Surface
What an agent needs to find on your page, and what it needs to be able to call, before it can act on it.
Read AttributionAI Is the Newest Channel Your Attribution Model Must Cover
Your model has a bucket for paid, organic, and email. It doesn't have one for a session that never rendered a page yet.
Read Agent AnalyticsWhat Is Agent Analytics? One Term, Three Different Products.
Pendo, Amplitude, and Profound all ship something called agent analytics. Here is which one you actually need.
ReadLooking for the practice itself rather than the writing?