SEO Intro
Decide what to measure before you measure anything
If the dashboard keeps growing but no decision ever changes, that dashboard is a cost rather than an asset. Choose metrics by what you would do differently if…
Technote
No measurement, no improvement
Analytics that starts by deciding what to measure — weighted toward metric design over tool setup, and staying inside privacy rules.
8 articles
SEO Intro
Three ways to add analytics to WordPress, and what each costs
A plugin, code in your child theme, or a tag manager. All three work, but they charge different prices: convenience, control, or an extra layer that hides what…
SEO Practical
Record what happened, not which button moved
An event called "button 3 clicked" loses its meaning the moment the page changes. "Enquiry submitted" still means the same thing after a redesign.
SEO Practical
Split the path into steps and the leak becomes visible
A single conversion rate only tells you it is low. Divide the path into steps and you can see which stretch loses people — and therefore what to…
Development workflow Practical
Inconsistent UTM tags split one campaign into many
One capital letter or one underscore is enough to turn a single campaign into three rows. Until someone adds them up, it looks smaller than it was.
Security Practical
Analytics and privacy: collecting the minimum, honestly disclosed
Showing a banner is not the same as obtaining consent. You should be able to explain what you collect and why — and a retention period ought to…
Development workflow Practical
Put the next action next to the number
A report that changes nothing is not a report; it is a habit. One page should end in one decision.
SEO Advanced
Before you trust the trend: a data quality check
Office traffic, bots and duplicated tags all inflate the figures — and not by a steady amount, which is what makes reading a trend so dangerous.