Working notes, not thought leadership

Things we run into often enough to be worth writing down. Mostly measurement, occasionally opinion, no listicles.

Measurement · 8 min

The five causes we find most often, in rough order of how much damage they do.

Analytics · 11 min

A repeatable method for finding where the two disagree, and deciding which gaps matter.

Strategy · 6 min

How to set a target that reflects contribution instead of platform-reported revenue.

Testing · 9 min

Sizing a test before you run it, and what to do when your traffic cannot support one.

Measurement · 13 min

A straight account of the gains, the costs, and the compliance claims that are not true.

Ecommerce · 7 min

If refunds never reach the platform, it keeps buying the customers who send things back.

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