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Iman combines user psychology, business strategy, and experimentation to uncover what drives action and improves performance. He focuses on hypothesis development, evidence-based decision making, and turning insights into changes that can be confidently tested and scaled.
PostHog is usually better suited than the GA4 reporting interface to be the operational source of truth for growth decisions. It provides direct event-level investigation, explicit identity, flexible SQL, behavioral analysis, and experimentation in one environment. GA4 remains valuable for standardized acquisition and Google Ads reporting; when raw GA4 data is modeled in BigQuery, the warehouse becomes the real source of truth.
Read moreAn A/B result is only as trustworthy as the system that produced it. This audit framework examines eligibility, assignment, bucketing, identity persistence, exposure, sample-ratio mismatch, metric definitions, conversion windows, and statistical analysis. It also introduces the Zero Experiment: a production A/A calibration test designed to reveal whether the system creates lift where no treatment exists.
Read moreA conversion tracking audit should prove more than whether a tag fires. It should verify event meaning, duplicates, identity, cross-domain continuity, attribution, consent behavior, and reconciliation with orders, payments, CRM records, and advertising platforms. This framework shows what to inspect before funnel data is used for optimization.
Read moreGrowth Lever Analytics is a decision process for finding the controllable variable worth acting on, building the measurement needed to trust the decision, and validating the intervention through experimentation. It connects business economics, analytics, and causal evidence so that data ends in a ranked action rather than another dashboard.
Read moreA/B testing costs more than production: an underperforming variation consumes conversions while it receives traffic. Measure that downside against Control and set a pre-agreed loss budget.
Read moreSequential experiment wins compound rather than add: +10% followed by +20% is +32%. A defensible total uses comparable, validated changes that were actually deployed.
Read moreTracking often breaks after funnel, checkout, CRM, or ad-account changes. Retest the exact customer path and reconcile individual sales against one chosen revenue source.
Read moreUse one cross-channel UTM contract, keep platform IDs in separate fields, and verify the delivered click through redirects; untested platform macros are not copy-ready.
Read moreDefine the behavior question before capture, sample both experiment arms and outcomes, and check AI summaries against recordings and metrics; replay alone cannot establish cause or prevalence.
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