§1Eight web analytics mistakes for marketers and how to repair each one
Eight web analytics mistakes for marketers, from tags read as truth to attribution read as effect, with the check and the repair step for each one.
Attribution Metric Analysis80 papers6 subject areas
Web analytics benchmarks for marketers: what to check before you compare
Web analytics benchmarks need aligned definitions, populations, periods and methods. Check Core Web Vitals thresholds, Google Analytics peer data and internal ranges before using them.
§2What vendor-published customer analytics case studies actually prove
Vendor-published customer analytics case studies show workflows worth testing, once you check the unit, source, decision, evidence and result behind each claim.
§3GA4 DebugView for Web Analytics: What an Event Test Proves
See what a GA4 DebugView test proves about a web analytics event, and what it cannot prove about production coverage, consent paths, or business records.
§4Web analytics for marketers: the parts worth your attention
Web analytics for marketers in 2027 requires a measurement plan, governed events, campaign tags, consent controls, quality checks, experiments, and action owners.
§5Customer analytics best practices for privacy audits
Customer analytics best practices for privacy audits connect U.S. rules, evidence, and marketing metrics to test data quality, attribution, and customer impact.
§6Customer analytics tools: a buyer scorecard
Customer analytics tools need more than feature checks. Use a buyer scorecard to test identity, portability, cost, and operating burden before purchase.
§7Seven customer analytics dependencies to test before a 2027 rollout
Seven platforms, data sources and metrics to test before a 2027 customer analytics rollout, from identity matching to contribution margin.
§8Customer analytics benchmarks only work when the comparison is fair
Customer analytics benchmarks for 2027 require matching customers, industries, periods, metrics, channels, maturity, methods, and economics before comparison.
§9Customer analytics checklist: trace records to the outcome
A customer analytics checklist built around tracing: follow included, excluded and suppressed customers from source record through delivery to outcome.
§10The customer analytics mistakes people repeat, and how to stop
Customer analytics mistakes include stale profiles, bad denominators, hidden missingness, weak segments, causal overclaims, privacy failures, and no review.
Start here
Guides
Web analytics for marketers: the parts worth your attention
Web analytics for marketers in 2027 requires a measurement plan, governed events, campaign tags, consent controls, quality checks, experiments, and action owners.
Reviews
Customer analytics: what to keep and what to drop
Customer analytics in 2027 needs defined customers, governed identities, events, cohort logic, economic outcomes, privacy controls, tests, and action owners.
Reviews
Building a marketing mix model that survives scrutiny, step by step
Marketing mix modeling in 2027 requires a clear decision, governed time-series data, causal assumptions, diagnostics, uncertainty, calibration, and measured action.
Guides
The honest guide to marketing attribution
Marketing attribution in 2027 needs a conversion, eligible touchpoints, identity rules, lookback window, model governance, reconciliation, and claim limits.
Strategy
Reading campaign measurement with a sceptical eye
Campaign measurement in 2027 needs a defined decision, campaign boundary, baseline, evidence design, metric contract, quality checks, economics, and action log.
Strategy
Marketing KPIs for people who want the details
Marketing KPIs in 2027 should connect a measurable goal to a defined formula, reliable source, target, owner, review cadence, decision, and corrective action.
Latest from Attribution Metric Analysis
Careers
Web analytics benchmarks for marketers: what to check before you compare
Web analytics benchmarks need aligned definitions, populations, periods and methods. Check Core Web Vitals thresholds, Google Analytics peer data and internal ranges before using them.
Rules
3 details of web analytics for marketers checklist people miss
Three details web analytics for marketers checklists miss: destination URLs, event parameter drift, and the reconciliation that ties tool totals to the ledger.
Operations
Top web analytics for marketers tools for 2027, reviewed
Web analytics for marketers tools in 2027 should be compared for collection, events, privacy, identity, funnels, experiments, exports, quality, cost, and exit.
Rules
Web analytics for marketers: user, session, event, conversion
How marketers should read four web analytics terms: what a user, session, event and conversion each count, and what a number can never establish.