Guides
4
SaaS conversion rate benchmarks, and why yours will look bad
Realistic conversion rates by traffic source and funnel stage for small SaaS, how to calculate yours honestly, and what actually moves it.
3 min read
Tracking launch day traffic so the numbers mean something
What to set up before a launch, which numbers actually tell you anything, and why your biggest traffic source is usually your worst one.
3 min read
UTM naming conventions that survive contact with a real team
A concrete UTM taxonomy - allowed sources, mediums and campaign formats - plus the rules that stop your analytics filling with duplicate rows.
2 min read
UTM parameters: the guide to tagging launch traffic properly
What each UTM parameter means, the naming conventions that keep reports readable, and how to stop launch-day traffic from landing in direct.
3 min read
About tracking and analytics
The most common analytics failure at launch is not a missing tag, it is a working tag reporting nothing useful. Traffic arrives, converts, and lands in a bucket called direct, because the links that sent it were untagged, the referrer was stripped, or the redirect in the middle dropped it. By the time you notice, the launch is over and the data is not recoverable.
This hub covers the mechanics of getting that right: UTM conventions that survive being copied around, what referrer policy does to your data, why app-to-web traffic loses attribution, and how to read a report once the tags are in place. It also covers the limits, because some traffic is genuinely unattributable and pretending otherwise leads to worse decisions than admitting it.
The guides lean toward conventions you can enforce rather than tools you can buy. A tagging scheme that every teammate follows beats a more sophisticated one that only you understand.
Common questions
- Why is so much launch traffic reported as direct?
- Untagged links, apps and clients that strip the referrer, HTTPS-to-HTTP hops, and redirects that drop query parameters. Tagging the links you control fixes most of it.
- Do UTM parameters hurt SEO?
- Not if the page sets a canonical to the clean URL. Without one, each tagged variant can be crawled and indexed as a separate near-duplicate page.