Analytics and measurement
Numbers that mean something and the ones that only flatter.
GA4 and your ad platform disagree: why that happens
Understand why GA4 and Google or Meta Ads report different conversion counts and decide which number your business should treat as the one of record.
How toHow cookie consent changes the data you actually see
Learn how a consent banner alters your analytics counts and how to read reports after it goes live without concluding your marketing has collapsed.
How toHow to attribute a sale that started on WhatsApp
Work out which campaign produced a WhatsApp enquiry using reference codes prefilled messages and separate numbers rather than guesswork at month end.
How toHow to build a one page monthly marketing report
Build a monthly marketing report that fits on one page shows cost per customer and produces a decision instead of a deck nobody opens twice.
What it costsHow to calculate customer acquisition cost honestly
Work out what a new customer really costs you including salaries agency fees and discounts so the number can be compared against your gross margin.
How toHow to define a conversion your whole team accepts
Agree a single written definition of a conversion with exclusion rules and a qualification step so sales and marketing stop reporting different numbers.
How toHow to read a funnel report without fooling yourself
Read a funnel report correctly by checking its scope segments and step order before you act on a drop-off that may not be a problem at all.
How toHow to set a benchmark when you have no history
Set a usable first benchmark from your own unit economics and a short calibration period instead of borrowing an industry average you cannot verify.
How toHow to set up GA4 so the numbers mean something
Configure a GA4 property with named key events clean referrals and the right retention settings so your reports answer questions about your business.
How toHow to set up UTM tags your team will not break
Agree a UTM naming convention and a shared builder so your traffic sources report as five clean rows instead of forty near duplicate ones.
How toHow to track phone calls from your site and your ads
Attribute phone enquiries to the campaign that produced them using tracked numbers call events and a duration threshold that filters out misfired taps.
What it costsHow to work out lifetime value without years of data
Estimate customer lifetime value from a few months of orders using gross margin a capped horizon and early cohorts rather than an optimistic forecast.
What it costsIs a paid analytics tool worth it over the free ones
Decide whether a paid analytics licence earns its fee at your traffic level or whether the free tier already answers every question you ask.
DecisionPay for a dashboard or keep using the spreadsheet
Work out whether a reporting dashboard is worth building for your business or whether the monthly spreadsheet is already doing the job well enough.
DecisionRun a split test or just ship the change and watch
Decide whether your traffic can support a split test at all and how to ship a change honestly when it cannot support one yet.
DecisionShould you trust last click attribution at your size
Understand where last click attribution is good enough for a smaller business and where it will quietly push you to cut the channel creating demand.
What it costsWhat an analytics setup involves and what it excludes
See exactly what a proper analytics property setup covers, what stays your responsibility, and when buying one is premature for your business.
What it costsWhat server side tracking costs and who really needs it
Understand what server side tagging actually fixes, the running costs it adds, and why most Indian SMBs do not need it yet.
DecisionWhich marketing metrics flatter and which tell the truth
Learn to pair every flattering marketing metric with the number that tests it so your monthly report stops disagreeing with your bank balance.
TroubleshootingYour conversions are double counted: how to find it
Find and fix duplicate conversion recording using a short diagnostic sequence, and understand what the correction will do to your reported numbers.