Data & Testing

Experimentation, A/B testing, and reading your metrics.

11 articles in this category

A pretty panel decides nothing. See how to structure a dashboard that answers questions and drives action every week.

A high ROAS does not mean profit. See how to calculate it, compare it against your margin, and turn the number into an investment decision.

Attribution decides where your budget goes. See the models, when each one applies, and the technical prerequisites for a reliable read.

The verification playbook that prevents a site invisible to Google, a form with no destination, and metrics born broken.

Switching websites is the highest-risk moment for an operation's SEO. With an inventory and a 301 map, the risk becomes something you control.

The cheapest efficiency lever in paid media: cutting the click that would never become a customer.

A good dashboard isn't the one with the most numbers, it's the one that changes decisions. Here is which metrics to keep and which to drop.

Analytics shows where the person gave up; usability testing shows why. See how to run sessions that lead to decisions.

Analytics shows you where conversion drops. Heatmaps and recordings show you why, as long as you read them with a method.

A lean measurement plan for GA4: which events to create, which to mark as conversions, and how to keep clean data for deciding where to invest.

From designing the hypothesis to reading significance: the step-by-step for testing without drawing the wrong conclusions.