Analytics answers a question most teams never quite ask out loud: is the thing we built being used the way we imagined? The gap between the intended path through a product and the one visitors actually take is where most of the improvement lives.
Measure the journey, not the page
A page view says almost nothing on its own. A sequence — landed, searched, filtered, abandoned — says where the product is asking too much. We instrument the journey, then read it as a whole.
Close the loop
Measurement without a change is trivia. Each analysis we run ends with a specific, testable change, and the same measurement is repeated afterwards to see whether it helped.
