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Everything on Signal & Funnel, organised by topic.

Growth Experiments

• A/B Testing Basics Without Peeking for a Winner — Run an A/B test by randomly assigning a defined eligible unit to a stable control or variant, predefining the primary outcome, guardrails, sample and…
• Cohort Analysis for Beginners: Keep Time Aligned — Build a cohort analysis by grouping a defined entity around a shared starting event, then comparing a separately defined outcome at aligned ages.
• Content Performance Measurement by Reader Task — Measure content performance from the reader task and decision the page supports.
• Email Campaign Measurement Beyond Opens — Measure an email campaign from its purpose. Track delivery and suppression signals, treat opens and clicks as imperfect technical indicators, and validate…
• Funnel Analysis: Find the Stage That Changed — Run funnel analysis by defining the eligible population, observable stages, required order, identity unit, exclusions, and maturation window.
• Landing Page Experiment Plan From Question to Decision — Plan a landing-page experiment by naming the observed user problem, eligible audience, exact control and variant, expected mechanism, primary outcome,…
• Marketing Experiment Backlog With Honest Priorities — Build a marketing experiment backlog from standardized proposals that state the observed problem, evidence, audience, treatment, mechanism, primary…
• Organic vs Paid Traffic: Compare Without Mixing — Compare organic and paid traffic only after defining the reporting system's channel rules, eligible audience, validated outcome, cost scope, attribution…
• Retention Metrics: Define Return Before Counting — Measure retention by defining the entity, starting event, valuable return or continuing behavior, eligible base, time unit, and method.
• Write a Marketing Analysis Report That Decides — Write a marketing analysis report around the decision: define scope and method, state the observed finding precisely, show the minimum supporting…

Measurement Foundations

• Marketing Attribution Models and Their Limits — Marketing attribution models assign credit to recorded touchpoints under declared rules; they do not prove causal impact.
• Calculate Customer Acquisition Cost With Clear Scope — Calculate customer acquisition cost by dividing documented acquisition-related cost by verified new customers for the same scope and an aligned period.
• Calculate Marketing ROI Without False Precision — Calculate marketing ROI as defined return minus included marketing cost, divided by included marketing cost, multiplied by 100.
• Campaign Naming Convention That Survives Export — Build a campaign naming convention from the reporting dimensions and workflows you actually need.
• Marketing Data Quality Checklist Before Analysis — Check marketing data quality against a defined question and metric.
• Define a Marketing Conversion Before Tracking It — Define a marketing conversion as an observable action tied to a decision.
• First-Party Data Basics: Purpose Before Collection — First-party data comes from an organization's direct interactions, but the label does not itself establish permission.
• Marketing Dashboard for Beginners: One Decision First — Build a beginner marketing dashboard for one audience and set of decisions.
• Marketing Metrics That Lead to Decisions — Choose marketing metrics by naming the decision first, then connecting the business outcome, audience action, controllable input, diagnostic signals, and…
• UTM Parameters: A Clean Campaign Tracking Guide — Use UTM parameters as consistent labels for controlled campaign links.