Articles exploring data-quality through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.
3 articles
When breakdown rows exceed total users, you're seeing overlapping populations, not a funnel. Here's why dashboards fail and how to fix it.
Visitor-based vs session-based conversion counting, the exact math showing how it changes your reported rate, unique vs all conversions, how to audit your setup, and common bugs that inflate conversions.
Most teams skip A/A tests and only realize the mistake after shipping a 'winner' that quietly reverses. Here's what an A/A test actually validates, how to interpret results, and the 5 things it catches that you'd never find otherwise.