measurement
Articles on measurement
Every GhostPane article about measurement — 3 in total.
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Core Web Vitals: what to measure and what to actually fix
Lab scores and field data measure different things, and only one of them counts for ranking. What each metric means, what causes bad ones, and which fixes are worth the effort.
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Conversion goals and funnels that tell the truth
Most funnel reports flatter you. Here is how step ordering, attribution windows and revenue rounding quietly inflate the numbers, and how to define goals that survive scrutiny.
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Why your analytics numbers never match
Two tools on the same page will disagree by 10–40%, and neither is broken. Here is every reason why, and which number to trust for which decision.