Analytics & Attribution Cheat Sheet

Sessions, users, events: the vocabulary you need.

Set up GA4 the right way the first time.

The five parameters that decide whether your data makes sense.

Defining and capturing the events that actually matter.

The handful of charts that drive 90% of decisions.

Turn raw numbers into narratives that make people act.

Find the leak before you pour more in.

Step-by-step analytics setup to track every stage from awareness to purchase and surface drop-off causes.

The only way to see if your product is actually getting better.

See exactly where users click, scroll, and give up on your pages.

Watch real users navigate your site: the fastest way to find UX problems.

The 12 marketing metrics that actually predict business outcomes.

The two numbers every growth team obsesses over, and how to move both.

The 8 numbers a CMO reports to the board, and how to set OKRs that actually align teams.

The 84% of sharing your analytics never sees, and how to stop flying blind.

First, last, linear, time-decay, data-driven, and what each lies about.

Compare every attribution model side by side: where each overstates or understates channel value and when to switch models.

Use historical data to forecast churn, LTV, and campaign performance.

Top-down measurement when bottom-up tracking breaks.

Did the ad actually cause the conversion? The only question that matters.

Why everyone's moving server-side, and how to do it.

Modeling conversions when users say no to cookies.

Segment, RudderStack, mParticle: the unified-customer-profile layer.

BigQuery, Snowflake, Databricks: when marketing graduates from GA to SQL.

Google Ads Data Hub, Amazon AMC, Meta Advanced Analytics: privacy-safe attribution at scale.

Topics API, FLEDGE, Attribution Reporting: Chrome's privacy-first replacement.

Warehouse-to-tool sync (Hightouch, Census): the new layer in the modern marketing stack.

First-party signals, server-side tagging, identity resolution, and the MMM+incrementality+CAPI stack replacing last-click.

Hightouch, Census, RudderStack: why warehouse-native CDPs are replacing Segment and Salesforce Data Cloud at scale.

Aligning GA4 acquisition metrics with Mixpanel/Amplitude behavioral user events to score Product Qualified Leads (PQLs).

Master modern A/B testing platforms and the statistical rigor behind them.

Move beyond dashboards you have to read: learn how AI insight engines detect anomalies, explain root causes, and deliver findings in plain language before you even know to look.

How to build policies, processes, and controls that make marketing data accurate, consistent, compliant, and trustworthy at scale.

The dashboard is not lying. It is just showing you the version of the truth someone chose.

How deterministic and probabilistic matching stitch fragmented touchpoints into one customer profile, and why the matching method you choose is now a regulatory decision, not just a technical one.

A framework for calculating whether the testing program itself, not any single test, earns back its cost.