The Exponential Moving Average (“EMA”) is a very useful tool in your metrics arsenal because in the EMA the memory of past metrics values is never forgotten

“Negative” metrics — You might prefer the term “Deoptimization Metrics”. Either way they can be just as important  to your continuous optimization efforts as your positive ones. The purpose of a negative metric  is to isolate for you the deleterious effect you may be having on your positive metric. A negative metric is not necessarily
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“I Before E, Except After C” — do you remember that from 4th grade spelling? Well, it works just as well when you’re concentrating on
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Many organizations get fixated on metrics data, without thinking of where it comes from. But what if your metrics indicate a problem which originates somewhere else?

“Oh, What A Tangled Web We Weave, When First We Practice To {Self} Deceive” With apologies to Sir Walter Scott and my mangling of his
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When is nothing worth something? Turns out, just about all the time. Whenever you look at your metrics consider that a metric is, in virtually
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In many ways, being effective online means paying attention to the things that matter. That recipe includes conversion, and analytics, and metrics — important ingredients,
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How do you measure the impact of conversion improvement on your site? Most marketers know the basics of how to calculate this, but might get
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