Reading your analytics without fooling yourself

Total clicks mostly measure position. If you want to know which link is doing work, look at the rate.

Rate, not volume

A block in fifth place with a nine percent click-through rate is beating a block in first place with a four percent rate. It is just being seen less often.

Sort by rate, move the winner up, and check again a week later. Do one move at a time or you will not know which one worked.

Traffic sources change the answer

The same page behaves differently for visitors from a short-video platform than for visitors from search. Split the view before you conclude anything.

Country and device breakdowns matter most for stores, where a payment method that is normal in one market is unusable in another.

One change a week, measured against the same seven-day window, will teach you more than a dashboard you stare at daily.