Ryan Mitchell
Marketing Analytics Strategist
Ryan Mitchell is a marketing analytics strategist specializing in campaign measurement, customer journeys, and marketing performance. He writes about analytics, reporting, and data-driven marketing strategies, helping SaaS and B2B teams measure what matters across every stage of the customer journey.
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How event tracking and test automation work together
Your signup form works. Your automated test passes. Everything looks fine. But what if the signup event never reaches your analytics platform? Your product might be working perfectly while your reports show fewer conversions than you actually generated. And if your marketing team uses those reports to evaluate campaigns, the problem goes beyond a missing […]
White label analytics explained for agencies and SaaS teams
A client opens a performance dashboard and sees a different company’s logo. The insights may be useful, but the experience reminds them that the reporting belongs to someone else. White label analytics lets agencies, consultants, and SaaS companies deliver dashboards and reporting under their own name. It can include branded domains, emails, client access, and […]
Chasing vanity metrics? Here’s how to shift your focus to real impact
You’ve just wrapped up a new marketing campaign, and the numbers are rolling in. Your social media engagement? Through the roof. Website traffic? Skyrocketing. It feels like a victory, right? But as the dust settles, you start to wonder: What’s actually changed? Are these numbers really helping your business grow, or are they just… numbers? […]
UTM parameters and how to use them correctly
You can drive plenty of traffic and still have no clear view of what actually worked. That is usually where campaign reporting starts to fall apart. UTM parameters give marketers a simple way to organize traffic across channels. Adding clear labels to your links helps you see where visits are coming from and which campaigns […]
Omnichannel analytics explained with examples and metrics
A customer discovers a product through social media, compares it on a laptop, asks support a question, and buys at a physical location. Four systems may claim parts of that journey, but none necessarily sees the outcome end to end. Omnichannel analytics connects eligible interactions across channels so teams can understand customer journeys, diagnose gaps, […]
Reporting vs. analytics: What’s the difference?
Have you ever opened a report and wondered, “What exactly am I supposed to do with this?” You’ve got the numbers, the charts, but they don’t exactly tell you where to go next. That’s the classic gap between reporting and analytics. Reporting gives you the basics: what happened, the numbers, the charts. Analytics takes it […]
What is marketing analytics? Types, metrics & tools
A campaign can deliver more clicks, lower cost per lead, and still produce fewer customers. The problem is not necessarily the campaign. It may be the metric used to judge it. Marketing analytics is the process of collecting and analyzing marketing data to understand performance, explain changes, forecast outcomes, and improve decisions. It connects channel […]
How to track AI Mode traffic: What you can measure
To track Google AI Mode traffic, start with the Generative AI performance report in Search Console. It shows impressions from supported AI search features, including AI Mode and AI Overviews. Clicks from those experiences contribute to ordinary Search performance. In GA4, Google AI Mode visits fall under Organic Search, not AI Assistant. Standard reports cannot […]
AI traffic attribution: From AI referrals to revenue
A buyer asks ChatGPT which software can connect campaign performance with pipeline. The assistant mentions several options, and the buyer clicks a comparison article. Three weeks later, that person returns through Google, books a demo, and becomes a customer. Which channel deserves credit? The answer changes depending on whether the report follows sessions, first touches, […]