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Measuring marketing when half your visitors refuse cookies
Consent banners, tracking prevention and modelled data have quietly changed what your analytics mean. Here is what is still measurable, what is estimated, and…
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A/B testing when you do not have the traffic for it
Most small sites cannot run a valid A/B test and run them anyway. Here is the traffic you actually need, why most declared winners…
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Attribution models: why your channels all claim the same sale
If you add up conversions from every platform you will get more sales than you made. Here is why attribution disagrees, which model to…
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Web analytics: the five numbers worth watching
Analytics tools report hundreds of metrics and most businesses act on none of them. Here are the five that change decisions, and the popular…
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