Articles

Field notes on ecommerce growth

Practical guides drawn from real client work. No fluff, no gated PDFs.

AnalyticsOctober 25, 2026

Five analytics tools, zero vendor scripts

Part 1 of 3. How we fed GA4, Mixpanel, PostHog, Amplitude and Statsig from one tiny first-party pipeline, and what we deliberately gave up to keep our pages fast.

Tav McGregor

AnalyticsOctober 25, 2026

Wiring up five analytics tools: what each one needed

Tav McGregor

AnalyticsOctober 25, 2026

Measuring real page speed, without a vendor

Tav McGregor

AnalyticsOctober 24, 2026

The measurement checklist to finish before you launch

Tav McGregor

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StrategyOctober 23, 2026

Plan the measurement before you plan the launch

Tav McGregor

ReportingOctober 22, 2026

A dashboard people actually open on Monday morning

Tav McGregor

AnalyticsOctober 21, 2026

A tracking plan: what to track, and what to leave out

Tav McGregor

AnalyticsOctober 20, 2026

UTM tags your whole team can follow

Tav McGregor

ConversionOctober 19, 2026

Your conversion rate is an average. Averages hide things.

Tav McGregor

StrategyOctober 18, 2026

From deep-dive to decision: writing up analysis people act on

Tav McGregor

TestingJuly 7, 2026

Showcase: How to Run Your First A/B Test Without a Data Team

Tav McGregor

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