Why Measurement Matters At All
Start with the question, not the tool. A business wants to know what to spend more on and what to stop. Analytics only earns its place when it answers that, so the first module is about asking a decision-shaped question before opening any report.
- What a business actually wants from its website
- Vanity metrics versus metrics that change a decision
- Users, sessions and engaged sessions in plain words
- Universal Analytics versus GA4, and why it changed
- Where Analytics sits next to Search Console and Ads
- Writing the one question your report must answer




