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 report what those visitors do next.

14 articles in 3 parts

GA4 problems and how to fix them

Diagnose and fix the GA4 problems that come up most: bot and spam traffic, (not set) source and medium, missing conversions, thresholds. Each with the fix.

16 articles in 4 parts

Conversion rate benchmarks and how to calculate them

Conversion rate benchmarks by industry and channel, the formulas behind them, and the calculations for bounce rate, checkout rate.

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 all 169 articles by subject

AnalyticsHow to measure what matters: what each metric means, how it is calculated, what a healthy number looks like, and the reporting behind it.44 SaaSTrial conversion, activation, churn, expansion and net revenue retention: the metrics that explain subscription revenue months before it moves.19 E-commerceCart abandonment, checkout funnels, conversion rate benchmarks by category and repeat purchase behaviour. Store analytics beyond revenue totals.12 Conversion OptimizationTesting, landing pages, forms and the analysis that says whether a change worked. How to run a trustworthy test and read it without fooling yourself.16 MarketingAttribution models and their honest limits, campaign tracking, channel performance and proving marketing return, so the data holds up under questioning.18 Industry GuidesWhat to measure by business model, with the funnel shape and the events that matter for each.5 Product GuidesHow to set up tracking, build reports and get answers out of Kissmetrics, from the first snippet to the chat that builds the report for you.11 StrategyChoosing the metrics a team steers by, building a measurement culture, and where AI changes analytics work. The decisions upstream of any report.18 WorkflowsConnecting analytics to email, CRM, data warehouses and AI agents so that data triggers action instead of sitting in a dashboard. Setups with the events.26

Industry pages: SaaS, E-commerce, Lead generation, Fintech, EdTech, Marketplaces, Sales-led B2B, Healthcare.

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