01 / Measurement
Field note · 5 min
The traffic increase we stopped celebrating
Growth reports depend on who was counted and how a session was defined.
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Measurement
Source capture, analytics failures, and the distance between an event and a retained matter.
02 / Measurement
Field note · 4 min
The website was working. The analytics were dead.
A rendered page can conceal a failed business dependency.
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03 / Measurement
Briefing · 3 min
Lead Attribution That Stops at the Form Is Inadequate
What a firm can learn by connecting inquiry sources to qualification, consultation, and retained matters, with the limits of that attribution stated.
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