Properties that earn their keep
Every unused property slows analysis. Here is how we prune and protect the ones that still matter.
Notes
Writing from the studio
Short pieces on instrumentation, activation, retention, and the habits that keep analytics useful after the engagement ends.
Activation is a sentence, not a chart
If your team cannot say what "activated" means in one sentence, the funnel will argue forever.
Quiet breaks in tracking
A missing event looks like churn. Before you redesign onboarding, check whether the fire still happens.
Reviews that change the roadmap
A reporting habit only works when someone leaves the room with a named next step.