Most business owners are flying blind. Are you one of them?

In this must-watch episode of Be a Better Marketer, host Daniel Rosenstein sits down with web analytics strategist Philippe Gramse—founder of WebsitesThatWin.com—to uncover the real reason most websites underperform… and how smart analytics can turn the tide.

📊 Philippe reveals why impressions and clicks are NOT enough, why your data may be lying to you, and how to finally stop guessing and start optimizing for real business results.

✅ Why most businesses are shooting in the dark when it comes to web performance ✅ The truth about GA4 — and why the default settings are failing you ✅ How to track what actually matters (think: scroll depth, form drop-offs, video views, button clicks, and more) ✅ Why 100,000 visitors may not mean success ✅ The critical difference between quantity and quality traffic ✅ How Philippe helped clients 10x their conversions by fixing small but overlooked issues ✅ How to detect “fake” performance from social ads and what channels really drive ROI ✅ A deep dive into attribution, predictive analytics, and the rise of AI in web tracking ✅ The pitfalls of tracking everything and how to focus on the right metrics ✅ Actionable tips to clean up your tracking systems, avoid data overwhelm, and make smarter decisions

Philippe is a digital marketing and analytics strategist with decades of experience helping companies understand what’s working on their websites—and more importantly, what’s not. From small business owners to large-scale operations, she helps companies translate raw analytics into revenue-boosting insights.

Her platform, WebsitesThatWin.com, provides hands-on support and expert consultation for companies that want to transform their data into clarity, confidence, and cashflow.

📥 Get Philippe's free ebook: https://websitesthatwin.com 📨 Connect with Philippe on LinkedIn: [Search “Philippe Gramse” – she’s the only one!]

“If you’re not tracking your site, you’re wasting your investment.” “Clicks are vanity metrics unless you know what people did after.” “Good analytics tell a story. Great analytics lead to action.”

🔗 Full podcast episode link is in the pinned comment!

00:00 – Intro 02:25 – Philippe’s background in analytics 06:45 – Why most analytics are broken out of the box 14:00 – Common mistakes marketers make with data 21:30 – What metrics actually drive business ROI 31:10 – Fixing forms, videos, and call-to-action drop-offs 42:00 – Attribution and how to make sense of traffic sources 55:15 – AI, predictive analytics & the future of web tracking 1:04:00 – Final tips & how to work with Philippe