Writing
Writing on analytics, privacy and revenue
What the numbers in an analytics dashboard actually mean, which of them are worth watching before you have revenue, and what the rules on cookies and consent really say. No case studies here. We do not have any yet.
- AI traffic6 min read
How to track traffic from ChatGPT and Perplexity
Assistant referrals arrive with a hostname you can group, or with nothing at all. Both halves are worth knowing before you decide your direct traffic is a mystery.
- Privacy6 min read
Do you need a cookie banner for analytics?
Most founders add a banner because everyone else has one. The rule underneath is narrower and stranger than that, and reading it properly is usually how the banner comes off.
- How counting works6 min read
Why your analytics counts one visitor as three people
The first bug a founder reports in their own analytics is usually themselves. Here is what is being counted, and why no two tools will ever agree on the total.
- Choosing tools5 min read
How to choose a Google Analytics 4 alternative
Eight questions in the order they should be asked, plus a short and deliberately fair list of the tools worth an afternoon of your time.
- Measurement4 min read
Five metrics worth watching before you have revenue
Activity is easy to measure and easy to mistake for progress. These five are harder to move and much harder to fool yourself with.
- Revenue5 min read
Which traffic source actually produced paying customers?
The channel that sends the most people and the channel that sends the most money are frequently not the same channel. Working out which is which is a join nobody enjoys doing by hand.