Michael Crawford 
TL;DR — Key Takeaways:• A/B testing compares two versions to find what performs better — statistically, not by gut feel• You need ~1,000 conversions per variation for reliable results (more for small effect sizes)• Run tests for full weeks to capture day-of-week patterns, minimum 1-2 weeks• Test one element at a time unless running a … Read more
TL;DR — Key Takeaways:• Attribution models determine which touchpoints get credit for conversions• Last-click undervalues awareness channels; first-click undervalues closers• Data-driven attribution (DDA) uses machine learning and is now GA4’s default• No model is “correct” — each answers a different question• Compare multiple models to understand your full customer journey Why Attribution Models Matter A … Read more
TL;DR — Key Takeaways:• GA4 uses an event-based model — everything is an event, including page views• Master 4 event types: automatically collected, enhanced measurement, recommended, and custom• Use consistent naming conventions: snake_case, lowercase, max 40 characters• Always test events in DebugView before going live• Set up key events (conversions) to track business outcomes, not … Read more
TL;DR — Key Takeaways:• Focus on 12 core KPIs across 4 categories: Visibility → Traffic → Engagement → Revenue• Always connect SEO metrics to business outcomes (leads, revenue, ROI)• Use the Metric → Insight → Action format in reports• Track non-branded traffic separately—it shows true SEO growth• Skip vanity metrics like raw backlink counts or … Read more
