Analytics & Attribution
Tracking, dashboards, and attribution. From GA4 events to MMM, you'll learn how to measure what matters and why no model is perfectly accurate.
Start here. No prior knowledge needed.
Analytics 101
Sessions, users, events: the vocabulary you need.
9 minGA4 Setup & Events
Set up GA4 the right way the first time.
9 minUTM Tagging
The five parameters that decide whether your data makes sense.
7 minHeatmaps and Click Maps
See exactly where users click, scroll, and give up on your pages.
12 minSession Recording
Watch real users navigate your site: the fastest way to find UX problems.
10 minKPIs for Marketers
The 12 marketing metrics that actually predict business outcomes.
9 minReading a Dashboard Like an Analyst (Even If You Are Not One)
The dashboard is not lying. It is just showing you the version of the truth someone chose.
6 minBuild on the fundamentals.
Conversion Tracking
Defining and capturing the events that actually matter.
4 minDashboards (Looker, etc.)
The handful of charts that drive 90% of decisions.
9 minData Storytelling
Turn raw numbers into narratives that make people act.
11 minFunnel Analysis
Find the leak before you pour more in.
9 minFunnel Analytics
Step-by-step analytics setup to track every stage from awareness to purchase and surface drop-off causes.
4 minCohort Analysis
The only way to see if your product is actually getting better.
9 minLTV and CAC
The two numbers every growth team obsesses over, and how to move both.
10 minMarketing KPIs and OKRs
The 8 numbers a CMO reports to the board, and how to set OKRs that actually align teams.
5 minDark Social
The 84% of sharing your analytics never sees, and how to stop flying blind.
10 minProduct Analytics vs. Marketing Analytics
Aligning GA4 acquisition metrics with Mixpanel/Amplitude behavioral user events to score Product Qualified Leads (PQLs).
5 minExperimentation Platforms: Building a Culture of Testing at Scale
Master modern A/B testing platforms and the statistical rigor behind them.
5 minTactics for experienced marketers.
Attribution Models
First, last, linear, time-decay, data-driven, and what each lies about.
10 minAttribution Model Deep Dive
Compare every attribution model side by side: where each overstates or understates channel value and when to switch models.
4 minPredictive Analytics
Use historical data to forecast churn, LTV, and campaign performance.
10 minMarketing Mix Modeling
Top-down measurement when bottom-up tracking breaks.
4 minIncrementality Testing
Did the ad actually cause the conversion? The only question that matters.
11 minServer-Side Tracking
Why everyone's moving server-side, and how to do it.
9 minConsent Mode & Privacy
Modeling conversions when users say no to cookies.
5 minCustomer Data Platforms (CDPs)
Segment, RudderStack, mParticle: the unified-customer-profile layer.
4 minData Warehouses for Marketers
BigQuery, Snowflake, Databricks: when marketing graduates from GA to SQL.
4 minData Clean Rooms
Google Ads Data Hub, Amazon AMC, Meta Advanced Analytics: privacy-safe attribution at scale.
4 minPrivacy Sandbox & Post-Cookie Web
Topics API, FLEDGE, Attribution Reporting: Chrome's privacy-first replacement.
4 minReverse ETL
Warehouse-to-tool sync (Hightouch, Census): the new layer in the modern marketing stack.
5 minSignal-Based Measurement: Attribution in the Cookieless Era
First-party signals, server-side tagging, identity resolution, and the MMM+incrementality+CAPI stack replacing last-click.
6 minComposable CDP: The Warehouse-Native Customer Data Platform
Hightouch, Census, RudderStack: why warehouse-native CDPs are replacing Segment and Salesforce Data Cloud at scale.
5 minAutomated Insight Generation: AI That Tells You What Changed and Why
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.
6 minMarketing Data Governance: Quality, Compliance, and Trust in Your Data
How to build policies, processes, and controls that make marketing data accurate, consistent, compliant, and trustworthy at scale.
11 minBuilding a Single Customer View: Identity Resolution
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.
5 minProving Your Experimentation Program's ROI
A framework for calculating whether the testing program itself, not any single test, earns back its cost.
5 min