The Only Serious Page on this Site
Why This Exists
To prove it, I built Pen Envy. It's a fake e-commerce site
where every click, scroll, and add-to-cart sends live
data to GA4 and GTM.
Then I built a sister site that uses that real data to teach
you how to:
Set up tracking that matches your funnel
Read your reports like a marketer, not a robot
Turn what you see into strategic decisions
This isn’t theory.
This is what I wish existed when I was learning.
From Questions to Metrics
Most analytics setups start with tools.
I start with questions.
At the top of the funnel (TOFU), that question might be: “How are people finding us?”
From there, I help you map:
The metric that answers it
How to track it (in GA4 or GTM)
And what the data actually means in context
Because when you anchor analytics to your funnel, it stops being abstract.
The funnel is your best guess at how you want a prospect to behave.
Analytics shows you how they actually behave.
And the gap between the two?
That’s where your opportunity as a marketer lives.
What's Next
This is an ongoing lab, not a finished product.
I’m still testing, sketching, and breaking things in public.
Pen Envy is just the beginning.
If this lens makes sense to you, stick around.
Play with the site. Ask questions.
Help me shape what this becomes.
