Analytics · Page 2
How metrics are defined, where numbers disagree, and how to read a funnel or a retention curve without fooling yourself.
This category covers the mechanics of measurement: what a visitor is, why sessions differ between tools, how to build a funnel that survives scrutiny, and how to spot bot traffic before it skews a decision. Every article uses the same sample dataset you see in the product, so you can reproduce the reasoning in your own workspace.
Articles in Analytics
87 articles · page 2 of 2
Data Democratization: Give Everyone Data Without Losing Trust
Data democratization means anyone who needs data can get it and read it the same way. What it is, five practical steps from shared definitions to read-only links, a sample role setup, and the risks to manage.
Read more
How to Check Website Traffic: Your Own Site and Anyone Else's
How to check traffic on your own website with analytics, which five numbers to read first, how estimates for other sites work and how far to trust them, and why tools never agree.
Read more
What Is a Good Bounce Rate? Judge It by Page Type, Not One Number
There is no single good bounce rate. What bounce rate measures, why a site-wide average misleads, a sample by page type, when a high rate is a real problem, and how to set your own target.
Read more
Conversion Paths: Design Them, Then Read the Ones People Actually Take
A conversion path is the route from a first click to a completed goal. The four parts of a designed path with one metric each, and how to read the real paths backward from the goal to find the pages that feed it.
Read more
Monthly Unique Visitors: How They Are Counted, and Which Number to Quote
Monthly unique visitors are the distinct people (in practice, browsers or devices) who visited at least once in a month. Why summing days overstates it, how the counting method changes it, and how to report it.
Read more
The 4 Types of Data Analytics, Followed Through One Real Question
Descriptive analytics says what happened, diagnostic why, predictive what will happen, and prescriptive what to do. One store’s revenue drop followed through all four, with the method and data each step needs.
Read more
Landing Page Analytics: A Six-Metric Scorecard That Shows Where Visitors Drop
Landing page analytics should tell you where on the page visitors are lost, not just how many converted. Six metrics in page order, a sample scorecard of four pages, and the patterns that point at the fix.
Read more
Referral Traffic: What It Is, What Isn’t, and How to Judge It
Referral traffic is visits that arrive by a link on another website. How analytics decides a visit is a referral, the referrers that are not real referrals, and how to judge referring sites by what their visitors do.
Read more
How to Reduce Bounce Rate: Find the Pages That Matter, Then Fix the Cause
Reducing bounce rate starts with knowing what your tool counts as a bounce and which pages lose the most visitors. How to rank landing pages, diagnose the cause by source and device, and apply the fix that matches it.
Read more
What Is a Good Conversion Rate? How to Judge Yours
A good conversion rate depends on what you count as a conversion, what you divide by, and who your visitors are. Rough ranges by conversion type, the two denominators that change the number, and how to judge your own rate by splitting it.
Read more
What Is Data Quality? The Six Dimensions, Applied to Analytics Data
Data quality is how far data can be trusted for the decision you want to make. The six dimensions (accuracy, completeness, consistency, timeliness, validity and uniqueness) with the analytics failure each one catches and a weekly check list.
Read more
Form Analytics: Measure Where Forms Lose People, Without Recording What They Type
Form analytics shows how many people see a form, start it, submit it and get through. The metrics for each step, how to track starts and validation errors without capturing field values, and what to fix first.
Read more
Micro Conversions: How to Pick the Ones That Actually Predict Sales
Micro conversions are small actions on the way to a purchase or lead. They help only if they predict the main conversion. How to pick candidates, test each one against your sales data, track the keepers as goals, and avoid reporting them as success.
Read more
Web Analytics Best Practices: 12 Habits That Keep Data Trustworthy
Twelve web analytics best practices in four groups, plan, collect, read and act, each with a quick way to check you are following it. The habits that keep numbers trustworthy and make sure someone actually uses them.
Read more
GDPR-Compliant Analytics: A Checklist for Choosing and Setting Up a Tool
No analytics tool is GDPR compliant by itself; compliance depends on what you collect and how you set it up. A checklist of what to check in any tool, tied to the regulation text, with the matching settings in TapCub.
Read more
Web Analytics Audit: A Checklist in Seven Areas
A web analytics audit in seven areas: coverage, sessions and identity, events, sources, filters and bots, privacy, and reconciliation with your backend. A concrete check for each, how to run it, and how to keep it healthy afterwards.
Read more
Referral Spam: Three Kinds, How to Spot Each, and Where to Stop It
Referral spam comes in three kinds: ghost hits that never touch your site, crawler visits and scripted browser visits. The report signals for each and the fix that belongs at each layer, from collection allowlists to filters.
Read more
Real User Monitoring: How to Read Speed Data from Real Visits
Real user monitoring (RUM) measures speed in visitors' own browsers. How it differs from synthetic tests, why P75 by device is the default view, how small samples mislead, and how to turn a slow segment into a fix.
Read more
Average Session Duration: How It's Calculated and Why the Mean Misleads
Average session duration is the last event minus the first, averaged over sessions. Why one-page sessions often count as zero, how a few long sessions inflate the mean, and how to read it as a distribution instead.
Read more
Bounce Rate vs Exit Rate: Different Denominators, Different Questions
Bounce rate divides single-page sessions by sessions that started on a page; exit rate divides exits by every view of that page. A worked table, which pages each one fits, and the mistakes to avoid.
Read more
Conversion Tracking: Set It Up on Your Site and Count Each Once
Conversion tracking on your own site: decide what counts, record each conversion as a page goal, client event or server event, keep it from being counted twice, verify it, and keep it apart from ad-platform tags.
Read more
Website Visitor Tracking: Four Layers and What Each Can See
Website visitor tracking in four layers: aggregate counts, sessions and paths, identified users after login, and company identification. What each layer sees, what it needs, and where privacy changes what you should collect.
Read more
Customer Segmentation Analysis: Five Steps from Question to Action
Customer segmentation analysis in five steps: start from a decision, choose variables you can observe, compare segments on the same KPI, check size and stability, then act and measure again.
Read more
Direct Traffic: What Ends Up in It and How to Shrink It
Direct traffic is where visits land when the source is lost. Read the landing pages inside it to separate real direct visits from untagged email, apps and stripped referrers, then fix each cause.
Read more
Server-Side Tracking: What to Send from the Server, and What Not
What server-side tracking is good for and what it is not, how to split events between browser and server, and how to keep sessions and attribution connected without double counting.
Read more
How to Calculate CTR: One Formula, Four Different Denominators
How to calculate click-through rate for ads, search results, emails and on-site buttons, with worked examples, the denominator each one uses, CTR vs conversion rate, and what inflates the number.
Read more
Mobile App KPIs: A Short List with Exact Counting Rules
Mobile app KPIs grouped into growth, engagement, retention, quality and revenue, with the counting rules that change the numbers and how to read them by app version and install channel.
Read more
First-Party Data Strategy: Collect for Decisions, Keep Less
A practical first-party data strategy: what counts as zero-, first-, second- and third-party data, how to plan collection around decisions, identity and consent choices, and minimisation and retention defaults.
Read more
Revenue Tracking with Events: Purchases, Refunds and the Metrics They Feed
How to track revenue in analytics with events: which purchase and refund events to send, from where, the properties that matter, deduplication and currency, and the revenue metrics you get from them.
Read more
Actionable Metrics: A Test, Rewrites and Decision Rules
How to tell an actionable metric from a vanity metric with five questions, rewrites of common vanity metrics, and the decision-rule format that turns a dashboard number into an action.
Read more
Engagement Metrics: What to Measure on a Site and in a Product
Engagement metrics for websites and products with formulas and blind spots, how engaged sessions are counted, and how to raise user engagement without gaming the number.
Read more
New vs Returning Users: What the Split Means and Why It Lies
How analytics tools decide whether a visitor is new or returning, why the two groups never add up to the total, what makes returning people look new, and how to use the split.
Read more
Event Tracking: How to Set It Up in 5 Steps
Event tracking records the actions a pageview misses: sign-ups, clicks, purchases. A five-step setup with a starter event plan, naming rules, code, automatic events and a verification checklist.
Read more
Analytics Metrics: 12 Website Metrics, Formulas and Traps
The 12 website analytics metrics worth reporting, grouped into traffic, engagement, conversion and quality, each with its formula, what it tells you and the trap that makes it misleading.
Read more
Analytics Dashboard: What to Put on It, by Role (Template)
An analytics dashboard should answer one person's recurring question on one screen. Layouts by role, a weekly website template, six build steps and the mistakes that make dashboards lie.
Read more
How to migrate from Google Analytics 4: an 8-step checklist
Migrations fail on definitions, not on snippets. Eight checks in order, from the event inventory and metric mapping to the parallel run, history export and the day you remove the old tag.
Read more
Cookieless vs cookie-based analytics: accuracy, consent and what changes
Cookieless vs cookie-based analytics compared: how each counts visitors, where each goes wrong, what the law says about consent, and what to check when you switch.
Read more
Why analytics tools show different numbers: 8 causes and a reconciliation checklist
Two analytics tools on one site never print the same visitor count. Here are the eight causes, a worked example of where the gap goes, and a checklist to reconcile them.
Read more
Conversion funnel optimization: find the step that matters and fix it
A five-step method for conversion funnel optimization: measure the funnel correctly, find the step that matters, size the gain, diagnose why people leave, then fix and verify.
Read moreOther categories
Each category answers a recurring question we hear from customers. Start with the one closest to your job.
Growth & Marketing
Acquisition, marketing, site and app operations, and how to pick the one stage worth fixing first.
69 articlesLive Chat
Proactive invites, translation and turning support conversations into conversions.
10 articlesAI Search
GPTBot, ClaudeBot, PerplexityBot: who fetches your pages, what the files say and what comes back.
32 articlesProduct News
What shipped, why we built it that way, and how to turn it on.
32 articles