Thinking about analytics, done properly.
Data quality, attribution, privacy regulation, and the future of measurement. Written for marketing and analytics leaders.
GA4 Data Sampling: Why Your Traffic Numbers Are Wrong
GA4 applies data sampling when traffic exceeds certain thresholds. Here is how it works, why it matters, and what you can do about it.
Cookieless Analytics Explained: How to Measure Without Cookies
Cookies are disappearing. Learn how cookieless analytics works, why it captures more data, and what it means for GDPR compliance.
How Consent Banners Destroy Your Analytics Data
35% of EU visitors reject cookies. That means 35% of your traffic is invisible. Here is the real impact on attribution, conversions, and revenue reporting.
AI Agent Traffic: The Invisible Channel Your Analytics Miss
GPT, Claude, Perplexity, and Google AI Overviews are sending traffic to your site. Traditional analytics cannot see it. Here is why it matters.
Why Multi-Touch Attribution Fails Without Complete Data
Your attribution model is only as good as the data feeding it. When 87% of touchpoints are missing, every attribution conclusion is wrong.