Product Data Analyst and Head of SEO at SendPulse

Analytics with the statistics left in.

Insights, in-depth guides and honest reviews of the tools I use for product analytics, web analytics, A/B testing and the data stack.

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Yevhen Kralych

What I write about

Four clearings in the jungle

Product analytics

Events, funnels, retention and the tools that track them.

Web analytics & tagging

GA4, Tag Manager, server-side tagging and consent.

A/B testing

Test design, power, error rates and experimentation platforms.

Data stack & BI

Warehouses, ETL, SQL and dashboards that people actually read.

The frameworkNot every change deserves an A/B test.My resource-first framework: fix the duration, see what the test can detect, then decide if it's worth it. With a live calculator.Open the framework →

Blog

Fresh from the field

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PostLogistic Regression for Hypothesis Testing: Maximum Likelihood EstimationWhere LL-Null, Log-Likelihood and the LLR p-value in a logistic regression come from, built up from a 12-observation experiment you can check by hand.A/B testingMar 29, 2024 · 17 minPostNot A/B Testing Everything is FineLeading voices in experimentation suggest that you test everything. Some inconvenient truths about A/B testing suggest it’s better not to.A/B testingDec 20, 2023 · 20 minPostCaveats of Testing Elements below the FoldOnly a fraction of visitors scroll far enough to see a change below the fold. Here is what that does to your sample size and test duration.A/B testingMar 20, 2023 · 4 min

Guides

Deep dives

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Seeds planted. Something is growing here.

Reviews and comparisons

Tools I have lived with

All reviews

Seeds planted. Something is growing here.

Yevhen Kralych

Hi, I'm Yevhen

I measure things for a living.

Product Data Analyst and Head of SEO at SendPulse. I build analytics and A/B testing infrastructure, argue for honest statistics, and grew an international SEO team from scratch.

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