Properties before pretty charts
Dashboards look finished until someone asks for a cut by plan, locale, or acquisition source — and the property never existed.
Field notes
Writing from the work
Short essays on instrumentation hygiene, activation definitions, and the review rituals that keep analytics useful.
Activation is not a login
Counting sessions as success hides whether people reached the moment your product actually helps them.
The weekly review that earns its slot
Thirty minutes with three questions beats an hour of scrolling tiles nobody owns.
Dual-write when you rename events
Schema cleanups feel tidy until historical funnels vanish overnight. Plan the overlap window.