My story
I started out as a marketing analyst at a mid-size e-commerce company. In my first week I found that the “total conversions” number was wrong by 40%. Three teams were tracking the same events three different ways, and nobody trusted the data.
That experience shaped everything I do. For the last decade I’ve helped companies — from scrappy startups to Fortune 500 enterprises — build analytics systems they can actually rely on.
This site is where I write down what I’ve learned. No fluff. No vendor-sponsored content. Just practical guidance from real implementations.
What I do
Analytics implementation
GA4, Mixpanel, Amplitude — setting up tracking that actually answers business questions, not just fills dashboards.
Event schema design
Structured tracking plans that scale. No more click_v2_final_REAL events scattered across the codebase.
Tracking audits
Finding the gaps, duplicates, and silent failures that quietly corrupt your reporting — then fixing them.
Attribution & measurement
Cutting through attribution-model debates to the model that fits how your business actually makes decisions.
How I think about data
Questions before tools
Most teams pick a platform first, then figure out what to track. That’s backwards. The business questions should dictate the tools — never the other way around.
- More data isn’t better data — every event has a real maintenance cost.
- A tracking plan without an owner is already out of date.
- If you can’t validate that an event fired correctly, you can’t trust the report it feeds.
- Privacy-respecting measurement isn’t a constraint — it’s better engineering.