// writing & insights
Notes from the work
Practical, no-fluff posts on GA4, SEO and measurement — grounded in real client work, not theory.
Why your GA4 conversions don't match reality
The three default settings that quietly double-count your most important events — and the 20-minute fix.
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A content audit you can finish in an afternoon
Most "SEO audits" are 80 pages no one reads. Here's the one-sheet version I actually use with clients.
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Stop reporting traffic. Start reporting decisions.
A simple reframe that turns a monthly analytics review from a status update into a growth meeting.
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