About

About Analytics API

Making web analytics accessible, privacy-respecting, and actionable

Alicia Bennett - Lead Web Analyst

Alicia Bennett
Lead Web Analyst
📍 Toronto, Canada

Hi, I’m Alicia — a lead web analyst based in Toronto with over 12 years of experience in digital analytics.

I started my career wrestling with clunky analytics implementations and watching teams drown in data they couldn’t use. That frustration shaped my approach: analytics should be meaningful, not just comprehensive.

Today, I focus on helping businesses build smooth, reliable tracking systems that respect user privacy while delivering actionable insights. Whether it’s migrating from legacy platforms, implementing privacy-first solutions, or making sense of attribution data — I’ve probably debugged it at 2 AM.

I write here to share what I’ve learned: the practical stuff that actually moves the needle, without the jargon or vendor hype.

What I Cover

🔒

Privacy-First Analytics

Cookieless tracking, GDPR-compliant setups, and analytics that work without surveillance. Because privacy and insights aren’t mutually exclusive.

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Open-Source Tools

Deep dives into Matomo, Plausible, Umami, and alternatives to the Google ecosystem. Self-hosted options, comparisons, and migration guides.

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Tracking Implementation

Data layers, tag management, event tracking, and debugging. The technical foundations that make everything else work.

🎯

Attribution & Conversion

Multi-touch attribution models, cross-channel measurement, and making sense of the customer journey without oversimplifying.

⚡

Data Quality

Filtering spam, detecting anomalies, validating tracking setups. Because bad data leads to bad decisions.

📈

Analytics Fundamentals

Core concepts explained for practitioners. Metrics that matter, reports that inform decisions, and avoiding vanity metrics.

What I Believe

The analytics industry has a problem: too much complexity, too little clarity. Vendors sell features; practitioners need solutions. I write to bridge that gap — sharing what actually works based on real implementations, not theoretical frameworks.

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Practical over theoretical — If I haven’t implemented it, I don’t write about it
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Privacy by design — User respect isn’t optional; it’s foundational
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Vendor-neutral — Recommendations based on fit, not sponsorships
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Honest about limitations — Every tool has trade-offs; I’ll tell you what they are

Get in Touch

Have a question about analytics implementation? Want to suggest a topic? I’d love to hear from you.

[email protected]