What don't heatmaps tell you about your website?
Heatmaps show how people use a page, but they rarely give you enough to compare the same content element across a whole site.
Analytics
Clearer measurement. Better decisions.
Niko Karppinen helps teams improve analytics, search visibility and digital measurement.
Clear data starts with clearer questions.
Most tracking problems are not caused by a missing dashboard. They start with unclear questions, inconsistent implementation or ownership that nobody quite has.
I help teams turn that mess into prioritised actions, specifications, documentation and repeatable workflows — from technical SEO and GA4 to reporting and practical AI-assisted work.
The same goes for AI. If the data and processes are a mess, AI makes the same mistakes faster. So start with what gets measured, who owns the data and where a person makes the decision.
Recent Posts
All thoughtsWhat does contact detail tracking leave out?
Tracking email and phone link clicks alone can give an incomplete picture of contact detail use. Check what your reports actually measure.
Analytics
Are people reading your articles? A practical guide to content consumption metrics
Page views and scroll depth don't show whether anyone read your article. Measure reading progress, reading time and an estimated read instead.
Analytics