Journal

Field notes, not a growth newsletter.

Short essays from the studio. They assume you already ship an app and already regret at least one event name.

Person typing on a laptop at a wooden desk

12 March 2026 · 14 min

An event taxonomy that survives a product rewrite

Screen-named events rot the moment the navigation changes. A verb catalogue can travel from UIKit to Flutter if you treat the tracker as a language, not a map of pixels.

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Close-up of code on a monitor

27 January 2026 · 11 min

Reading retention without a vanity headline

D1 is not a personality trait. Cohort tables, truncated windows, and the week-three dip that is usually a missing event.

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Laptop showing code in a dim workspace

9 December 2025 · 12 min

Attributing in-app actions across sessions

Deep links, install referrers, and the hour when the person is still a device. Why last-click stories fall apart after a cold start.

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Desk with notebook beside a computer

4 October 2025 · 9 min

Property hygiene: empty columns and quiet PII

A property that is blank 40% of the time is a decision waiting to happen. So is a free-text field that looks like an email.

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