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Notes on reading your traffic

Practical writing about website analytics, for people who run a website and want to know what the numbers mean. No growth hacks, no funnels to configure.

Traffic sources6 min read

Direct traffic isn't what you think it is

Direct sounds like people typing your address. Mostly it means the browser never said where the visit came from, and that covers chat apps, email, PDFs, AI assistants and, quite often, you.

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Measurement9 min read

Why no two analytics tools agree on your traffic

Google Analytics says one thing, Search Console another, your server logs a third. None of them is broken. They count different things, and once you know which, the gaps stop being worrying.

Campaigns6 min read

UTM tags for people who aren't marketers

Five URL parameters, three rules and a list of links you can copy. Enough to tell which of your links brought people in, without a spreadsheet the size of a tax return.

Numbers you can ask questions

Lomen is one cookie-free script: sources, campaigns and AI referrals on one dashboard, and an AI that answers from your own figures. Free during the beta, no credit card.

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