Tracking Setup
UTM Parameters: The Complete Guide to Campaign Tracking
What Are UTM Parameters? UTM parameters (Urchin Tracking Module) are short text tags you append to the end of a URL. When someone clicks that tagged…
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Working guides on tracking setup, attribution, conversion optimization, and analytics — written for marketers who ship.
Tracking Setup
Google Tag Manager: What It Is and How to Set It Up
What Is Google Tag Manager? Google Tag Manager (GTM) is a free tool that lets you add and manage tracking codes — called tags — on…
Conversion Optimization
What Is A/B Testing? The Complete Guide to Testing That Drives Results
What Is A/B Testing? A/B testing (also called split testing) is a method of comparing two versions of a webpage, email, ad, or any digital experience…
Attribution
Attribution Models Explained: Which One Should You Use
Why Attribution Models Matter A customer sees your Facebook ad, clicks a Google search result a week later, then converts through an email link. Which channel…
Tracking Setup
GA4 Event Tracking: Complete Setup Guide
The GA4 Event Model: A Mental Shift If you’re coming from Universal Analytics, GA4’s event-based model requires a mindset change. In UA, you had sessions, pageviews,…
SEO
SEO KPIs: What to Track and How to Report Results
Why Most SEO Reports Fail I’ve reviewed hundreds of SEO reports over the years. Most of them share the same problem: they’re packed with data but…