Topic
Analytics
Measurement, reporting, and reading a number without fooling yourself.
Analytics turns events into a number you can act on, and notices when that number is wrong. This topic covers measurement definitions, reporting habits, and the common ways a sound-looking metric misleads: changing denominators, mixed time windows, and sessions counted differently across tools. The pieces show how to check a figure before you trust it.
Learn
- Attribution is two jobs: analytics and the ad platform
- Three tools say "last click", each means a different click
- The most visited US websites, and what AI does to the count
- Why your ad platform rewrites past numbers
- Ads that do nothing get a lift result half the time
- Same three orders, five conversion rates
- GA4's AI Assistant channel only counts the untagged clicks
- MMM vs last-click attribution: 104 weeks against one click
- Conversion modeling has a floor, and only Google publishes it
News
- Google Tag Manager now pushes gtag config into the dataLayer
- Week 42: Google Ads lets you rank channels and cap Display spend
- Safari 27.2 stops capping your own cookies on CNAMEd sites
- AI Mode ads reach 10 more countries but get no report
- Google's AI training opt-out will also cut Gemini's links
- Week 44: Meta counts more by default, AI Mode ads spread
- Meta API v27 lets your iOS ad sets buy Android by default
Glossary
- Assisted conversion
- Attribution model
- Attribution window
- Conversion rate
- Conversion
- Customer lifetime value
- Deduplication
- Holdout test
- Impression
- Incrementality
- Last-click attribution
- Marketing mix modelling
- Match rate
- Modeled conversions
- Session
- Signal loss
- Statistical significance
- UTM parameters
- View-through conversion