Guides

Grouped by the question that brought you here rather than by when we published. Each guide takes one problem and works through it end to end.

4 guides, 61 articles

Start with the problem

Measuring AI traffic and AI-driven work

How to measure traffic from ChatGPT, Claude, Gemini and Perplexity, tell AI crawlers apart from real referrals, and instrument analytics workflows that AI runs.

14 articles in 3 parts

GA4 problems and how to fix them

Diagnose and fix the GA4 reporting problems that come up most: bot and spam traffic, (not set) source/medium, missing conversions, thresholding and Ads discrepancies.

16 articles in 4 parts

Conversion rate benchmarks and how to calculate them

Conversion rate formulas, benchmarks by industry and channel, and the calculations behind bounce rate, checkout rate, trial conversion and customer lifetime value.

15 articles in 4 parts

Analytics metrics, defined and explained

What each analytics metric means, how it is calculated, and which decision it should inform. Covers engagement, retention, revenue and product metrics.

16 articles in 4 parts

Or browse every article by subject

AnalyticsHow to measure what matters: metric definitions, calculation methods, benchmarks and the reporting behind them.44 SaaSTrial conversion, activation, churn, expansion and the metrics that explain subscription revenue.19 E-commerceCart abandonment, checkout funnels, conversion benchmarks and repeat purchase behaviour.12 Conversion OptimizationTesting, landing pages, forms and the analysis that tells you whether a change actually worked.16 MarketingAttribution models, campaign tracking, channel performance and proving marketing return.18 Industry GuidesWhat to measure in SaaS, e-commerce, fintech, edtech, marketplaces and real estate tech.5 Product GuidesHow to set up tracking, build reports and get answers out of KISSmetrics.11 StrategyChoosing metrics, building a measurement culture, and where AI changes analytics work.18 WorkflowsConnecting analytics to email, CRM, warehouses and AI agents so data triggers action.26

169 articles in total.

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