This is a recap of my talk @ MeasureCamp UK.

Photo by Matthew Henry on Unsplash

Are we witnessing the end of the Golden Age of Web Analytics? Is attribution dead? should we rely on the machines to figure it out?

Before I answer these questions, let’s take a step back to see how we got to this point:

We used to live in a Web Analytics era where client-side tracking is the norm. All it takes is just a piece of JavaScript code that you add to your web pages, and voilà! …


Photo by Diana Polekhina on Unsplash

Measure What Matters is a book about setting Objectives and Key Results (OKRs for short) by John Doerr. It is also a book about stories from Silicon Valley on how successful companies and charities used OKRs to succeed.


How to properly extract relevant performance data. And learn from them.

*This post is co-authored by Ibrahim Elawadi and Luca Tiralongo

Analytics dashboard of greenpeace.org — image by Ibraheem Elawadi

To ensure that Greenpeace web content will drive people to action, perform properly and contribute to campaign successes, we need to properly track, consolidate and visualise Key Performance Indicators (KPIs) of Planet 4 websites and related action platforms.

Starting from the outcomes of the Discovery phase, the P4 Analytics folks narrowed the final “must have” KPIs and developed a standard methodology to best consolidate and compare stats and ultimately provide a solid base to take insight-driven, corrective actions.

National and Regional Greenpeace offices will of course be able to identify…

Ibrahim Elawadi

Senior Insights Advocate @Greenpeace. Working with data by day, and taking pictures of stars by night

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