Check Out My Guide to Statistical Significance on Kissmetrics

Fun, example-filled guide, aimed at building intuition


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Optimising and Debugging Paid Advertisements

Ways metrics mislead you; how to overcome low reach/low quality score/high CPC etc.


A Lasting Marriage: Lessons Learned After 7 Years With Google Analytics

A deep guide to developing a loving relationship founded on clean data, great communication, and appropriate caution


A Tour of Targeting

The general principles of targeting followed by a tour of the available options on the major platforms