Guides
Practical, product-neutral guides to measuring what matters on your website: campaigns, conversions, funnels, attribution, and performance.
Marketing analytics
Measure campaigns, conversions, attribution, and traffic trends.
A Practical Guide to Website Conversion Tracking
How to define conversions, choose between page-based and event-based tracking, name events well, and calculate conversion rates you can trust.
Event Tracking Best Practices: Names, Properties, and Data Quality
Design useful website events, choose consistent names and properties, verify that they fire correctly, and keep your analytics free of sensitive data.
How to Analyze Changes in Website Traffic
A practical method for comparing traffic across time periods, separating real changes from seasonality and measurement artifacts, and finding what actually caused a spike or a drop.
How to Measure Marketing Campaign Performance
Learn how to track marketing campaigns end to end — from UTM parameters and conversion events to reading the results — so you can prove which channels actually drive outcomes.
Marketing Attribution: First Click, Last Click, and Traffic Sources
How attribution models assign credit for conversions, what referrer and UTM data can and cannot tell you, and how to read attribution reports without fooling yourself.
Behavior and optimization
Understand how visitors move through your site and improve conversion.
A/B Testing Analytics: How to Measure Experiments on Your Website
How to design an A/B test you can trust — choosing a success metric, splitting traffic, collecting the data, and reading results without fooling yourself.
Form Tracking: How to Measure Form Submissions and Drop-Off
How to measure form starts, submissions, and abandonment — including multi-step flows — and how to use that data to fix the forms that lose you leads.
How to Analyze User Journeys on Your Website
Use page and event paths to find common routes, detours, exits, and unexpected paths to conversion, then turn those patterns into testable improvements.
How to Build and Analyze a Conversion Funnel
How to design funnel steps, set time windows, interpret drop-off rates, and turn funnel data into changes worth testing.
How to Track File Downloads on Your Website
Why download tracking needs custom events, how to design the event and its properties, and how to turn download data into content and lead-generation decisions.
How to Use Heatmaps to Improve Your Website
Use click and scroll heatmaps to spot confusing interactions, improve content placement, and test changes against the outcomes that matter.
How to Use Session Replay to Find Out Why Visitors Get Stuck
How to choose which sessions to watch, set up replay with privacy masking, take useful notes, and turn what you see into changes you can measure.
Retention and Cohort Analysis: How to Measure Whether Users Come Back
How to read a retention table, compare cohorts fairly, connect return visits to the actions that predict them, and avoid the common ways retention numbers mislead.
Website performance
Measure real-user performance and its impact on your visitors.
Core Web Vitals: What to Measure and How to Improve Them
What LCP, INP, and CLS actually measure, why field data beats lab data, and how to find and fix the pages that are slow for real users.