Plain-language, tool-agnostic guides that help small businesses and startups understand their numbers without compromising user trust.
Ask three founders how they calculate customer lifetime value and you will get three different numbers for the same business. That is not sloppiness on their…
You spend hours planning a campaign, then drop a bare link into an email and a few posts.…
Two businesses can have the same traffic and opposite futures. One fills a leaky bucket — pouring in…
An average is a lie that everyone agrees to believe. “Our conversion rate is 2%” feels like a…
Most small teams look at one number — total visits — and call it analytics. That single number…
Your dashboard isn’t truth. It’s a model of reality, made by humans, with tradeoffs. Every metric has a…
Most small teams do weekly check-ins on their numbers and call that analytics. The bigger picture — the…
You can understand behaviour without tracking individuals across the web. Privacy is the default, not the upsell.
We teach the concepts, not the dashboards. The right method works whatever software you happen to run.
A metric only earns its place if it changes what you do next. Everything else is noise on a screen.
Tell us what you are trying to figure out and we will point you to the right guide — or write one.
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