Field notes
What we keep seeing inside live analytics applications.
These notes are written from engagements and teaching sessions. They are not product reviews. Names of clients are withheld where the work was confidential.
When GA4 and the CRM disagree on the same conversion
A Petaling Jaya retailer sent us two spreadsheets for the same fortnight. The analytics application and the order system were not describing the same week.
Reading a tracking plan against the live data layer
A tracking plan from 2023 is not a description of 2026. We treat it as a hypothesis and test it in the browser.
Consent mode versus what the analytics application actually records
A banner can be polite and the analytics application can still collect. We watch the network, not the copy on the button.
Sampling, filters, and the reports leadership still quotes
The stream can be healthy while the slide is not. We reconstruct the number someone actually presented.
Auditing a Mixpanel implementation after a product rewrite
A rewrite is a new implementation wearing an old project name. We audit it as if the previous tracking never existed.
What a two-week analytics audit actually examines
People ask what we do all day. Here is the sequence we follow when the engagement is a standard implementation audit.