# Lefito

> Practical guides on conversion tracking and marketing analytics — built around one idea: tracking you can trust, conversions you can prove. Coverage spans GA4, Google Tag Manager, UTM hygiene, attribution, A/B testing and the measurement plumbing that makes the numbers defensible. Author: Michael Crawford, marketing analytics consultant.

## Core guides

- [GA4 event tracking — complete setup guide](https://lefito.com/ga4-event-tracking-complete-setup-guide/): End-to-end GA4 event model — recommended events, custom events, parameters and debugging.
- [Google Tag Manager guide](https://lefito.com/google-tag-manager-guide/): Tags, triggers and variables explained, with a workflow for shipping changes without breaking tracking.
- [Server-side tracking — when the complexity is worth it](https://lefito.com/server-side-tracking-when-complexity-worth-it/): A decision framework for moving collection server-side, and when it isn't worth it.
- [Consent Mode v2 — the trade-offs teams skip](https://lefito.com/consent-mode-v2-trade-offs-marketing-teams-skip/): What Consent Mode v2 actually changes for data quality and modelling.
- [UTM parameters guide](https://lefito.com/utm-parameters-guide/): A naming convention and QA process that keeps campaign data clean.
- [Attribution models explained — which one should you use](https://lefito.com/attribution-models-explained-which-one-should-you-use/): First-touch, last-touch, data-driven and beyond — chosen by decision, not by default.
- [Marketing mix modeling for small teams](https://lefito.com/marketing-mix-modeling-small-teams-bayesian/): A Bayesian, privacy-resilient approach to measurement when user-level data thins out.
- [ROAS vs MER vs CAC — which metric should drive bids](https://lefito.com/roas-vs-mer-vs-cac-bid-strategy-metric/): Picking the metric that actually reflects profitable growth.
- [What is A/B testing](https://lefito.com/what-is-ab-testing/): Test design, sample size and reading results without fooling yourself.
- [Tracking plan](https://lefito.com/tracking-plan/): The single source of truth that keeps events consistent across tools.
- [First-party data strategy](https://lefito.com/first-party-data-strategy/): Collecting and activating owned data as third-party signals disappear.
- [Marketing dashboards — what to include, how to build](https://lefito.com/marketing-dashboards-what-to-include-how-to-build/): Dashboards that answer decisions instead of dumping metrics.
- [SEO KPIs — what to track and how to report](https://lefito.com/seo-kpis-what-to-track-and-how-to-report-results/): The KPIs that signal real SEO progress.

## Free tools

- [Bayesian A/B test calculator](https://lefito.com/tools/bayesian-ab-test-calculator/): Probability one variant beats another, with credible intervals.
- [Attribution model playground](https://lefito.com/tools/attribution-model-playground/): See how different models reallocate credit across a path.
- [UTM QA linter](https://lefito.com/tools/utm-qa-linter/): Catch inconsistent campaign tags before they pollute reports.
- [Measurement plan wizard](https://lefito.com/tools/measurement-plan-wizard/): Turn business questions into a structured event plan.
- [dataLayer inspector](https://lefito.com/tools/datalayer-inspector/): Inspect and validate dataLayer pushes.

## About

- [About Michael Crawford](https://lefito.com/about/): Background and approach.
- [Contact](https://lefito.com/contact/): Get in touch.