Avinash Kaushik

Avinash Kaushik's 10/90 rule (Web Analytics 2.0, 2009): for every $10 spent on analytics tools, spend $90 on people who can interpret and act on the data. Most companies invert this ratio, spending heavily on platforms and leaving analysis to whoever is closest to the export button. The rule reflects the insight that data collection is cheap but actionable interpretation is rare and valuable. A smaller, well-interpreted dataset almost always outperforms a large, uninterpreted one.

Kaushik's micro/macro conversion framework separates ultimate business outcomes (macro conversions: purchase, sign-up, trial start) from supporting actions that signal intent (micro conversions: video view, PDF download, email capture). Measuring only macro conversions leaves you blind to the customer journey. Measuring only micro conversions leads to vanity metric optimisation. The framework connects both layers: micro conversions are leading indicators, macro conversions are the scoreboard.