Field notes
Short writing from engagements—naming rules, path lies, retention artefacts, and honest scope.
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Events that outlive UI renames
Name the user intent, not the button colour—or the next redesign breaks every report.
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False cliffs in conversion paths
A missing step event can invent a drop-off that product never caused.
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KST cohorts and identity drift
Day-one retention can move when clocks and user IDs move—not when the product does.
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What we will not sell you
Expect clearer measurement decisions—not a managed dashboard subscription.
