Insights
How we think about the problem.
Positions we hold because of how this work actually behaves. Written for the person who has to make the decision, not for a search engine. We would rather publish three things worth reading than forty that are not.
- 01Attribution
- 02Analytics migrations
- 03Automation readiness
01
Attribution begins before the dashboard
By the time data reaches a reporting tool, every decision that determines whether it can be attributed has already been made. Most attribution problems are collection problems wearing a reporting costume, which is why changing the attribution model rarely fixes them.
Measurement
02
The gaps that survive a GA4 migration
A migration can complete successfully and still leave a business measuring less than it was before. The failure modes are consistent and none of them announce themselves, because the interface keeps returning numbers throughout.
Analytics
03
When automation makes noise instead of leverage
Automating a process that is not yet reliable scales the unreliability and adds a layer nobody can see into. Four questions decide whether a workflow is ready, and none of them are about the tooling.
Operations
We publish when we have something specific to say. If you want to argue with any of it, write to us.