Articles on measurement
Every GhostPane article about measurement — 11 in total.
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How many pageviews are your ad blockers hiding?
Published estimates range from 10% to 40%, which is another way of saying nobody's average applies to you. The gap is measurable on your own site, and the method is simpler than it sounds.
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Measuring content marketing without lying to yourself
Pageviews per article is the wrong unit. Content compounds over years and converts indirectly, and measuring it monthly guarantees the wrong conclusion.
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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.
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Which analytics metrics actually matter, and which are theatre
Most dashboards show thirty numbers and about five of them should change a decision. Here is which, and what each is genuinely evidence of.
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Why AI Overviews traffic is invisible, and what to do instead
Google's AI Overviews send clicks that look exactly like ordinary organic clicks. No tool can separate them, because the signal does not exist. Here is what you can actually infer.
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Analytics in a single-page app: the four things that break
React, Vue, Astro and the rest all break analytics in the same four ways. None are difficult to fix, and all four are silently wrong until somebody checks.
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Crawled but not cited: measuring what AI takes and what it returns
An AI crawler reading a page is a cost. A visitor arriving from an assistant is a return. Almost nobody measures both, which means almost nobody knows whether the exchange is fair.