Intro
Welcome!
It's been a big week in analytics with two Measure Camps in one week. Over a drunken conversation at the London iteration I mentioned that I was thinking of starting a curated newsletter. This is something I've wanted to do for a while after a friend in SEO launched his own. Every week I want to share my favorite analytics/experimentation stories, articles, guides and events that I'd seen to give back to the community. I promised to do so after some egging on so here we are!
I'm not sure what format this will take over time but I would appreciate you share it around if you find this useful. It'll keep that fire burning under me to keep going. Also if there's anything you think is worth sharing drop me a message on Twitter or LinkedIn!!
https://www.linkedin.com/in/scott--mcmullan/
Featured Article
Build a Data Driven Attribution Model using Google Analytics 4, BigQuery and Python
A timely article now businesses are getting more raw data from GA 4 to Big Query. If the current channels don't suit your business and/or you'd like to slap a Markov Model which is a different data driven attribution model to Googles Shapley model this is the one for you. Technical but well worth a read to see what's now possible.
stacktonic.com
News
There's a new Core Web Vital in Town: Interaction to Next Paint (INP)
This post introduces the Interaction to Next Paint (INP) metric and explains how it works, how to measure it, and offers suggestions on how to improve it. This is a particularly useful metric for conversion rates as it measures how sluggish your site feels moving from page to page and interacting with functionality.
web.dev
Process
First Principles Thinking - If Elon Musk Did CRO - CRAP Talks
I just love this article that Bhav wrote. It's a dive into First Principles Thinking. You'll learn how you can divide conversion rate into it's component parts to better understand the levers you can pull across your site in a testing program. I use unit economics tress to this day with new clients.
craptalks.com