Referral Traffic Analysis: Referrer Data, Dark Traffic, and Policy
A guide to interpreting referral traffic, normalizing sources, understanding missing referrers, managing exclusions, and respecting browser privacy behavior.
Read field noteTag archive
Acquisition
Campaign, search, referral, and funnel practices for understanding how traffic arrives and progresses.
Curated library
5 field notes
Original long-form guidance from the Traffic Intelligence Field Notes library.
Funnel Metrics That Reveal Where Visitor Journeys Break
How to define funnel steps, denominators, eligibility rules, and diagnostic segments so drop-off analysis leads to better product and marketing decisions.
Read field note
Organic Traffic Insights: Joining Search Console and On-Site Behavior
A disciplined method for combining search performance and on-site analytics without mixing incompatible grains or overstating query-to-session relationships.
Read field note
A Reliable UTM Governance Framework for Campaign Reporting
How to standardize campaign parameters, prevent taxonomy drift, validate links, and preserve clean cross-channel reporting across teams and tools.
Read field note
Cross-Channel Attribution Without False Precision
A practical framework for combining channel data, comparing attribution views, and communicating uncertainty without turning modeled credit into a fictional fact.
Read field note