Category: Analytics

Customer acquisition cost gets tracked obsessively by growth-focused teams, but CAC in isolation answers an incomplete question — it tells you what a customer costs to acquire, not whether that cost is actually sustainable given how quickly...

Average metrics hide more than they reveal — an average retention rate or average customer value across your entire customer base blends genuinely different groups (customers acquired last month versus two years ago, customers from different channels...

A/B testing advice overwhelmingly assumes traffic volumes that most small businesses simply don’t have — recommendations built around statistical significance thresholds that would take a low-traffic site months or years to reach, if ever. This doesn’t mean...

“Is our engagement rate good?” is a question that can’t actually be answered without knowing which platform, which industry, and roughly what follower size range you’re asking about — a 2% engagement rate might be genuinely strong...

Most marketing dashboards get built by marketers, for marketers, full of channel-specific metrics that make sense within the marketing team but mean little to a leadership audience trying to understand business impact — the result is a...

Social media analytics dashboards surface dozens of available metrics, and most teams default to reporting whichever ones are easiest to find or most flattering, rather than the specific metrics that actually predict future growth. Distinguishing genuinely predictive...

Every analytics platform defaults to some attribution model without necessarily explaining what it’s actually doing — deciding which touchpoint in a customer’s journey gets “credit” for a conversion — and the choice of model can change which...

GA4 replaced Universal Analytics with a fundamentally different data model, and most setup guides written for marketers assume a level of technical comfort with events, parameters, and data streams that leaves a lot of genuinely capable marketers...

Open any analytics account and look at the traffic sources report: a suspiciously large “direct” bucket, a half-dozen spellings of the same campaign (“spring_sale,” “Spring-Sale,” “springsale2026”), and email traffic filed under three different names. This isn’t a...

Most marketing reports are inventories: every number the tools can export, arranged in charts, signifying nothing in particular. The fix isn’t more metrics — it’s mapping the right handful to the funnel stage each one governs. When...