Tracking setup
GA4, GTM, server-side tagging, and data layers that actually fire — and keep firing after a redeploy.
Marketing analytics & measurement
Tracking you can trust, conversions you can prove.
Working guides and free tools for marketers who need attribution, server-side tracking, and conversion data that survives the real world — not just the dashboard.
What we cover
From the pixel to the boardroom — every layer that touches your data.
Attribution
Multi-touch, blended, and incrementality. Match the model to the decision instead of trusting platform defaults.
Conversion optimization
A/B testing, Bayesian inference, and CRO frameworks that separate real wins from random noise.
Analytics & reporting
Dashboards, KPIs, and reporting that survives an exec meeting instead of dying in a spreadsheet.
Privacy & compliance
First-party data, consent mode, and tracking that holds up under GDPR and a cookieless future.
Paid & SEO measurement
ROAS, MER, CAC, and SEO KPIs wired to bid strategy — measured honestly, not optimistically.
Free, no signup
Interactive tools that do the math for you.
Calculators and validators built for the messy reality of marketing data — run them right in your browser, nothing leaves the page.
Why Lefito
Built by a practitioner who has wired up the pipelines.
Engineering depth
An MIT engineering background applied to tracking — every guide assumes you ship code, not just slides.
Field-tested
Patterns drawn from brands spending $30k to $4M a month on ads. What works at scale, what quietly breaks.
Actionable today
Every article gives you concrete steps, real code, and benchmarks you can implement before the next standup.
Latest articles
Fresh from the measurement desk.
Social Media
Social Media KPIs That Actually Drive Decisions
A practitioner's guide to social media KPIs that survive a CFO review: cut vanity metrics, calculate engagement honestly, and tie social to real business…
Tracking Setup
Server-Side Tracking: When the Complexity Is Worth It
Server-side tracking pays off for high-volume e-commerce and lead-gen, and quietly drains budget for small content sites. Here is how to tell the difference.
Email Marketing
Email Deliverability Beyond SPF/DKIM: 5 Underused Levers
SPF, DKIM, and DMARC are entry tickets. Here are the five behavioural levers that actually move email inbox placement in 2026, with effort, impact,…
Attribution
Marketing Mix Modeling for Small Teams: Bayesian Beats Last-Click
Why Bayesian MMM is replacing last-click for small teams in 2026 — Robyn, Meridian, PyMC-Marketing, and when MMM is worth building.
PPC & Paid Ads
ROAS vs MER vs CAC: Which Metric Drives Your Bid Strategy
ROAS, MER, and CAC each answer a different question — and picking the wrong one to drive bid strategy quietly drains paid-media budgets. Here's…
Privacy & Compliance
Consent Mode v2: The Trade-Off Most Marketing Teams Skip
Consent Mode v2 isn't a single toggle — Basic and Advanced have different legal exposure, data quality, and reporting trade-offs. Here's the honest framework.
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