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Everything you need to learn about website and product analytics, user behavior, and SaaS growth.
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B2B sales funnel: Stages, examples, and how to create one
A B2B sales funnel maps how a company moves from first discovering a solution to becoming a paying customer. The six practical stages are awareness, interest, consideration, intent, evaluation, and purchase; onboarding and expansion follow the sale. The challenge is not drawing a funnel. It is agreeing on what qualifies an account for each stage, […]
Best digital analytics tools in 2026 (Compared)
Choosing digital analytics tools should start with a business question, not a dashboard screenshot. A platform that explains website traffic may not reveal why customers abandon onboarding or which campaigns create revenue. For most website reporting, Google Analytics 4 is a practical starting point. Mixpanel and Amplitude suit product teams; Fullstory and Contentsquare investigate experience […]
Google Ads benchmarks by industry in 2026
If 2025 was the year of AI automation in Google Ads, 2026 is the year of precision. Marketers are no longer satisfied with clicks. They want proof that every dollar drives real results and measurable ROI. But precision doesn’t come from guessing or copying what competitors do; it starts with understanding where you actually stand. […]
Path to purchase from first click to final conversion
A customer clicks your ad, reads a blog post, checks out your competitors, and disappears. Two weeks later, they’re back. This time, they visit your pricing page, book a demo, and become a customer. So, what actually convinced them to buy? That’s the question path to purchase analysis helps answer. The path to purchase is […]
Incrementality testing guide to running reliable lift tests
Incrementality testing measures the additional conversions or revenue caused by a marketing activity by comparing observed outcomes with a credible estimate of what would have happened without it. The strongest tests assign comparable customers or markets to treatment and control conditions before measuring lift. A campaign might claim 360 purchases, but a valid holdout can […]
Customer journey mapping: Steps, examples & benefits
Ever visited a website and thought, this just gets me? Everything feels smooth. Every step makes sense. Then you switch to another brand, and suddenly you are stuck, confused, or ready to close the tab. Those differences are not accidents. They are the result of customer journey mapping. It is the process of understanding what […]
Revenue analytics for SaaS to drive business growth
A company reports 15% more subscription revenue, but finance cannot explain how much came from new customers, upgrades, renewals, or one-time purchases. Marketing points to leads; sales points to bookings. Neither figure reconciles to billed revenue. Revenue analytics connects these numbers through consistent definitions, reliable source data, and comparisons that reveal what actually changed. This […]
14 best customer journey mapping tools in 2026
A buyer-focused comparison of visual journey mapping and observed customer behavior analysis A team can draw a flawless customer journey map and still miss the screen where real users abandon signup. Another team can measure every click yet have no shared picture of what customers expected at each stage. The best customer journey mapping tools […]
iROAS in marketing explained with formulas and examples
iROAS, or incremental return on ad spend, estimates how much additional revenue advertising creates for each dollar of relevant spend. It uses a causal revenue estimate rather than the conversion value assigned by an attribution model. An ecommerce campaign can show 4.50x attributed ROAS while a controlled study estimates 2.33x iROAS. Both figures can be […]
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