Make Sense of Your Data — Without the Noise

I’m Tom Martin, and I help you understand web analytics with simple explanations, clear guides, and honest tool reviews.

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Web Analytics, Explained with Clarity

This site is built for marketers, developers, and business owners who want to understand their data without learning a new language.

Blog

Step-by-step tutorials on GA4, GTM, and ecommerce tracking

Wiki

A growing glossary of analytics terms — explained in plain English

VS

Comparisons of tools like Google Analytics, Matomo, and Plausible

👉 Questions You Actually Ask

Straightforward answers to real problems — no jargon, just clarity.

What is bounce?

A bounce is a session with only one pageview and no interaction.

Why use UTM?

UTM tags show where your traffic is really coming from.

What’s a funnel?

It’s a step-by-step path leading users to a goal.

GA4 or Plausible?

Plausible is simple and light; GA4 is powerful but complex.

What’s a conversion?

Any action that matters: click, signup, or purchase.

What My Clients Says

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After just one consulting session, we restructured our tracking and saw exactly which campaigns were wasting budget. That one change boosted our ROI by 28% in two weeks

— Rafael G., Digital Marketing Manager

I had no idea where to start with GA4 — Tom helped me set it up, connect GTM, and build events that actually made sense for my online store. I finally feel in control of my data.

— Jenna P., eCommerce Founder

We didn’t even realize our funnel was broken. Tom helped us define proper goals and map the customer journey. Now our reports tell us exactly where we lose customers — and how to fix it.

— Samuel K., Head of UX at a Retail

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