12 March 2026 · Taxonomy
How event names collapse after the third squad
The quiet moment a tracking plan becomes folklore, and why verb-noun discipline is not pedantry.
Journal
Notes from the tracking plan’s margins.
Short essays written for people who have to live with the names they ship. Not a newsletter mill — a few pieces a season, when the studio has something it is tired of repeating at the table.
27 January 2026 · Metrics
Daily active users is a lazy proxy
Why a comfortable headline number so often describes attendance, not health.
9 November 2025 · Retention
Reading a retention curve without lying
Truncation, smoothing, and the other small kindnesses we do to charts.
4 August 2025 · Ownership
The quiet cost of unowned analytics properties
When a field belongs to everyone, it belongs to the last person who shipped.