Work Journal
A public record of what I am building, what I am learning and how my thinking changes through real work. Client names and confidential details are always removed.
22 July 2026
A practical GA4 and Google Tag Manager tutorial using a fictional two-pet-shop example to explain property structure, cross-property contamination, diagnosis, risks, and safe fixes
Read entry →20 July 2026
Hard work pays off. Keep pushing, keep learning.
Read entry →18 July 2026
While working on improving conversion rates for an eCommerce online funnel, I found out a real analytics implementation bug.
Read entry →18 July 2026
Not all the data is equally important. Not all the website changes are crucial to lift conversion rates and, most importantly, correlation is not causation.
Read entry →13 July 2026
Some thoughts and tips on managing large web analytics accounts for large clients.
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