Field notes
Short essays for teams tightening instrumentation and metric ownership.
Stop prefixing events with squad names
Squad prefixes feel tidy until two teams track the same action under different banners and your funnel silently splits.
Activation is a behaviour, not a login
Counting sign-ins as activation flatters traffic while hiding whether anyone reached the work your product exists to do.
KST review windows that stick
Weekly analytics reviews die when they ignore who can attend and which decisions they must make that hour.
What you buy in an analytics engagement
Expect clearer events and metric ownership—not a hosted product licence or a promised growth curve.