Measurement Truths
Tracking, analytics, and attribution: what the numbers really show once you check the pipeline that produced them.
Your dashboard shows a steady line, and you have started to wonder whether anything real is feeding it. This pillar is for owners who read analytics reports and for the people who build them, and it asks the same question of every number: what pipeline produced this? We assume nothing until we have checked it.
Posts here cover tracking that looks fine and records nothing, and how to keep test runs and bots out of real analytics. Others explain why we keep permanent measurement in the site's code while campaign tags live in the tag manager. A few are about reading Search Console honestly and spotting the moment a chart lies to you. Each post comes from something we found in our own setups, and each factual claim was checked against the tool's documentation. Opinions are marked as opinions.
You should come away knowing which of your numbers you can trust and which need a second look before anyone makes a decision on them. For the technical side of measurement and site health, the details are on our technical SEO page.
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