A/B Testing Explained: How to Run Your First Experiment
A few years ago, one of my clients once changed their CTA button from green to orange — and saw…
Jan van Dijk · Mar 2, 2026
// from the blog
Guides & explainers
Plain-English guides on analytics, marketing, data formats and developer tools.
Jan van Dijk · Mar 2, 2026
What Is Referral Traffic and Why It Matters
When I first helped a small business client analyze their traffic sources, they were puzzled by one line in their…
Jan van Dijk · Feb 24, 2026
Google Analytics 4 for Beginners: Your First Dashboard
Google Analytics 4 gives you a modern, event-based view of your website traffic. When I first switched from Universal Analytics…
Jan van Dijk · Feb 17, 2026
What Is a Conversion Funnel? A Beginner’s Guide
When I first started consulting for small e-commerce shops in Amsterdam, I kept hearing the same complaint: “We get plenty…
Jan van Dijk · Feb 10, 2026
What Is Bounce Rate? A Simple Guide for Beginners
You check your Google Analytics report and see “Bounce Rate: 65%.” Is that good? Bad? Should you panic? Bounce rate…
Jan van Dijk · Jan 13, 2026
How to Shorten URLs Without Losing Tracking Data
You’ve spent time carefully adding UTM parameters to your campaign URL. Now it looks something like this: https://example.com/landing-page?utm_source=facebook&utm_medium=paid_social&utm_campaign=summer_sale_2024&utm_content=carousel_ad_v2 That’s 130+…
Jan van Dijk · Jan 13, 2026
What Are UTM Parameters? Complete Guide for Beginners
If you’ve ever wondered how marketers know exactly which email, social post, or ad brought visitors to their website, the…
Jan van Dijk · Jan 13, 2026