Web analytics, explained in plain English

Articles

26 articles

• Conversions & revenue

  Average order value (AOV): formula and honest ways to raise it

  Average order value is order revenue divided by orders. See a WooCommerce example, how AOV links to conversion rate and honest ways to raise it.

  7 min read

• Engagement

  Bounce rate: how it’s calculated and how GA4 changed it

  Bounce rate is the share of visits that leave after one page without doing anything else. See the formula, how GA4 changed it and when a high rate is fine.

  8 min read

• Conversions & revenue

  Cart abandonment rate: why shoppers leave and privacy-safe fixes

  Cart abandonment rate is the share of carts that never become orders. Learn the formula, why shoppers leave and privacy-friendly fixes for WooCommerce.

  7 min read

• Conversions & revenue

  Churn rate: customer vs revenue churn, with a worked example

  Churn rate is the share of customers or revenue you lose in a period. Learn customer vs revenue churn, the formula, a worked example and how to reduce it.

  7 min read

• Engagement

  Click tracking: how links, buttons and downloads get counted

  Click tracking records clicks on links, buttons and downloads on your site. See how it's set up, which clicks to measure and what to check on privacy.

  7 min read

• Conversions & revenue

  Website conversions: macro vs micro, with examples by site type

  A website conversion is a visitor action you count as a result, like an order, booking or signup. See macro vs micro types, examples and how to count them.

  6 min read

• Conversions & revenue

  Conversion rate: two formulas, and why averages mislead

  Conversion rate is the share of visits or visitors that end in an order, booking or signup. See both formulas, why averages mislead and how to raise it.

  7 min read

• Privacy & data

  Cookieless tracking: methods, accuracy and consent

  Cookieless tracking measures visits without storing cookies in the browser. Learn the common methods, the accuracy trade-offs and when consent applies.

  7 min read

• Conversions & revenue

  Customer lifetime value (CLV): shop and subscription formulas

  Customer lifetime value (CLV) estimates what a customer is worth over time. Learn the formulas, see a worked example and how it guides ad spend.

  7 min read

• Privacy & data

  Data sovereignty: whose laws reach your website’s data

  Data sovereignty means data is subject to the laws of the country where it's held. See how it differs from data residency and what it means for analytics.

  7 min read

• Traffic

  Direct traffic in analytics: where it really comes from

  Direct traffic is visits with no referrer or campaign tag. It covers typed URLs and bookmarks, but also apps and email. See why it's over-counted.

  6 min read

• Privacy & data

  Do Not Track (DNT) and its successor, Global Privacy Control

  Do Not Track asked websites not to track you, but few listened. Learn why it failed, whether it still works and how Global Privacy Control replaced it.

  6 min read