Short writeups from analytics work.
Patterns I keep seeing, mistakes I keep watching marketing teams make, and the questions worth asking before you spend another euro on dashboards.
- 2026-05-23
When Google Ads and GA4 don't match — what's normal, what's a bug
A 10% gap between Google Ads conversions and GA4 conversions is structural and you can't close it. Larger than that is almost always fixable.
Read → - 2026-05-23
Why Meta and GA4 never agree (and which one is right)
Roughly 20% between Meta Ads Manager and GA4 is normal. The two systems are answering different questions — here's how to align what you can, and stop trying to align what you can't.
Read → - 2026-05-23
The double-purchase bug, and how to make sure it never bites you
Every analytics consultant has had the same panicked Slack message: 'our purchase count is twice what Shopify says.' The fix is mechanical — the reason it almost always slips through testing is more interesting.
Read → - 2026-05-22
Why I'm starting these notes
Short writeups from twelve years of analytics work — the patterns I keep seeing, the mistakes I keep watching marketing teams make.
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