Geo Lift Testing Explained: Measure Marketing Impact by Region
When a marketing team tells me they “can’t run an incrementality test because we can’t withhold ads from individual users,”…
Marketing Measurement
Incrementality Testing vs A/B Testing: What’s the Difference?
Marketers love a good showdown, and “incrementality testing vs A/B testing” is one of the most common questions I get…
What I Learned Auditing Analytics at 15 SaaS Companies
Over the past three years, I have conducted detailed analytics audits at 15 SaaS companies ranging from Series A startups…
The SaaS Marketing Funnel Isn’t a Funnel — Here’s What It Actually Looks Like
Every SaaS marketing team I’ve worked with over the past decade has built their strategy around the same model: a…
GDPR-Compliant Tracking: A Step-by-Step Implementation Guide
Every analytics implementation I’ve audited for EU-based SaaS companies in the past two years has had at least one GDPR…
Incrementality Testing Explained: Beyond Last-Click Attribution
Last year, I helped a B2B SaaS company discover that 40% of the conversions their paid search campaigns were “driving”…
How to Calculate True Marketing ROI for B2B SaaS (with Examples)
Most B2B SaaS marketers are calculating ROI wrong. They plug numbers into the standard formula, get a result, and make…
The SaaS Marketing KPIs That Actually Matter (And the Ones You Should Ignore)
Every SaaS marketing team I’ve worked with has the same problem: too many dashboards, too many metrics, and not enough…
Analytics After Cookies: What Actually Works
Third-party cookies are not dead yet, but they are on life support. After years of delays, deprecation timelines, and half-measures,…
How to Audit Your Marketing Analytics Setup (Free Checklist)
Your marketing analytics setup is probably lying to you. Not deliberately, but through accumulated drift: tags that fire twice, conversion…