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Analytics

Analytics

Measuring what changes a decision: GA4, UTMs, Search Console reports, AI referral traffic and the rank tracking data you can trust when it moves.

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Analytics

Set Up Analytics You'll Actually Use to Make Decisions

Most analytics setups measure everything and inform nothing. Track the few numbers that change what you do next.

June 29, 20262 min read
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Analytics

How to build a UTM naming convention that survives GA4

Inconsistent UTM tags split one campaign across five rows in GA4. Here is the naming convention that keeps every link reporting into the same place.

August 15, 20264 min read
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Analytics

How to read Search Console's AI performance report

Google's Search Console AI performance report is reaching accounts worldwide. It shows impressions in AI Overviews and AI Mode, no clicks. Here's how to read it.

July 13, 20264 min read

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Analytics

How to build a topic cluster dashboard in Looker Studio

Build a topic cluster dashboard in Looker Studio from Search Console: one calculated field names each cluster, three charts show which ones are gaining reach.

November 8, 20265 min read
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Analytics

Search Console's multi-country filter: track a cluster by market

Search Console now sums several countries in one view. Use it to track a topic cluster per market, and keep big and small markets apart when you read position.

November 8, 20265 min read
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Analytics

Google update in October 2026? Check for poisoned rank data

Trackers flagged a Google update on October 21, the day Nozzle found 35.7% of tracked results poisoned. Read Search Console before you act on a drop.

November 8, 20265 min read
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Analytics

Google says average position no longer maps to a rank

John Mueller says the old position 1-10 is hard to map. Report impressions, clicks, and top-10 count per cluster, and date every move first.

September 11, 20265 min read
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Analytics

Google's goto links made rank tracking data a moving target

Google now routes result links through google.com/goto. Your rankings held, but the completeness of your rank tracking data now changes vendor by vendor.

September 4, 20265 min read
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Analytics

What Ahrefs' flat URLs mean for topic cluster tracking

Ahrefs keeps its blog URLs flat and puts the topic in a tag. Here is the setup that gives a topic cluster a number of its own when the URL cannot.

August 28, 20265 min read
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Analytics

How to build a UTM naming convention that survives GA4

Inconsistent UTM tags split one campaign across five rows in GA4. Here is the naming convention that keeps every link reporting into the same place.

August 15, 20264 min read
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Analytics

AI referral traffic reports disagree. Measure your own.

Two 2026 studies put ChatGPT's share of AI referral traffic 30 points apart. Here is why they disagree and how to measure the split for your own site.

August 14, 20264 min read
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Analytics

Most Google ranking updates go unannounced now. Track your own.

Google's docs now admit most core updates ship with no announcement, and the July 18 volatility proves it. Here is how to tell a real shift from your own noise.

July 24, 20264 min read
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Analytics

Google says AI search sends billions of clicks. Measure yours.

Google says AI features send billions of clicks a week. Independent data puts ChatGPT referrals at 5.2% of sessions. Here is how to measure your own number.

July 21, 20265 min read
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Analytics

Google-GeminiNotebook: update your bot rules before August

Google renamed the NotebookLM fetcher to Google-GeminiNotebook. The old string stops working in August, and every rule or log filter keyed to it goes blind.

July 20, 20264 min read
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Analytics

Plausible's public dashboard shows why to split app traffic

Plausible publishes its live stats for anyone to read. One number in them explains why most SaaS teams report a conversion rate that isn't real.

July 18, 20265 min read

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