Writing.
Field notes on product, distribution, and simple systems, from the trenches of building linkutm.
Latest
utm_source vs utm_medium vs utm_campaign: the difference, explained
The three UTM parameters people mix up the most, what each one actually means, and a simple rule for deciding what goes where. With real examples you can copy.
2026
My founder distribution stack is intentionally boring
The channels I trust are not exciting. That is exactly why they survive. Field notes on the small founder distribution stack I keep returning to.
What “direct traffic” usually hides
Direct traffic sounds clean and usually means the opposite. Field notes on what that bucket often hides, and why founders trust it more than they should.
The UTM mistakes I still make
I write about clean attribution for a living and still trip over the same handful of UTM mistakes. The useful part is not pretending I don't.
I preach measurement. My own site had no analytics.
I've written two posts about tagging every link and measuring every channel. Meanwhile my own homepage was running blind. Field notes on fixing that, and on why the gap existed in the first place.
The UTM naming convention I actually use
Tagging links only works if you tag them the same way every time. Here is the exact convention I use, the mistakes that quietly break your data, and a template you can steal.
Most marketing data is noise. Here's how I find the signal.
Traffic went up. Great. From where, and why? Field notes on separating what moved the needle from what merely moved.
Hello again: why I'm starting a blog
A new site, a new habit. What I plan to write about and why writing in public is part of building in public.