Find the number that would tell you if your last decision actually worked.
You have Google Analytics, maybe Shopify reports, maybe a dashboard someone built for you. Last week you decided whether to keep a campaign running or kill it, and you went with your gut. The website data you already have could have answered that question. It just wasn't set up to tell you which number to look at.
Tell the diagnostic about one real decision you made. Using your own website data, it identifies the pattern behind that decision and the specific metric that would have told you whether it worked. 7 questions. 5 minutes. You walk away with:
- → a replay of your decision, built from your website data, showing what you saw and what you missed
- → the pattern behind how that decision got made
- → your validated North Star metric for your business type
Your website already collected the answer. You just didn't know where to look.
Every business generates website data just by running. Visits, campaigns, and page changes all leave a trace, but most of that trace sits in a dashboard and never gets connected to the decision it was supposed to inform.
Think about the last time you changed a price, paused a campaign, or launched something new. Some number told you to do it, or should have. Afterward, a different number should have told you whether it worked. The diagnostic uses your website data to answer both, for one real decision you made.
This gap shows up consistently as:
- → campaigns that ran longer than the website data supported
- → a price change nobody went back to measure
- → a signal sitting in analytics that never reached a decision
The diagnostic names the pattern behind that gap and identifies the specific metric that closes it.
7 questions. One real decision. A metric you can use immediately.
The diagnostic interviews you about your business and one real decision you made, then applies a framework built from website analytics across 25 business types to identify the pattern behind that decision and the metric that would have made the outcome clear. Two businesses in the same industry get different outputs, because their website data and their decisions are different.
Your business context
What you sell, who buys it, and roughly what you make in a year.
This lets the diagnostic apply the right piece of the framework to your business.
Your analytics setup
What website data you have, and whether you actually use it.
Answer for the setup you actually have, however messy.
A real decision you made
One actual decision from your business, described in your own words.
The diagnostic asks what you looked at and whether you ever checked the result.
This is where it connects your decision to your website data.
Your diagnosis
You get:
- a replay of your real decision built from your own website data
- the pattern behind how that decision got made
- your validated North Star metric, drawn from a 25-business-type framework
- what changes once you're tracking that number
In 5 minutes you'll have:
- ✓ a replay of your real decision, built from your own website data
- ✓ the pattern behind it
- ✓ your validated North Star metric
- ✓ a clear next step for tracking that number, starting this week
Five patterns show up across client website data. Most businesses run one.
Here's a real example of what the diagnosis looks like.
Decision replay
You told me you lowered prices on your best-selling product last month to increase volume.
Your website data doesn't show whether that worked. Tracking Monthly Repeat Purchasers before and after the change would show whether you attracted loyal customers or one-time discount buyers.
Those two outcomes look identical in this month's revenue.
In three months, they're completely different businesses.
With this metric in your dashboard, that decision becomes a test you can actually learn from instead of a guess you make again next quarter.
North Star metric
Your North Star metric: Monthly Repeat Purchasers
Revenue, conversion rate, and average order value all looked fine last month. None of them would have caught this.
Monthly Repeat Purchasers tells you whether your business is growing sustainably or cycling through one-time buyers.
Every campaign, price change, and product decision moves this number one way or the other.
Right now it isn't in your dashboard. This diagnosis is where you start tracking it.
Bring one real decision, and get the metric that would have made the outcome clear.
Enter your email to start the diagnostic.
You'll get a replay of your decision built from your website data, the pattern behind it, and your validated North Star metric. Free.
Takes 5 minutes.
The details you share stay between you and the diagnostic. I only see which
pattern you're tagged with, for the follow-up email.
Frequently Asked Questions
Yes, free, with no hidden upsell mid-diagnostic. You get a real, personalized analysis including your specific North Star metric.
At the end, the diagnostic mentions the North Star Dashboard guide ($27), which covers the full metric framework for 25 business types. You can ignore it and walk away from the diagnostic with something genuinely useful.
Those quizzes give everyone one of four personality types and a generic recommendation. This is a diagnostic interview that adapts to your specific business model, your actual revenue, and the real decisions you've been making.
It replays one of your actual decisions to show you what would have been different with the right metric, then identifies the specific North Star metric for your business type from a framework covering 25 different business models. Two ecommerce owners at the same revenue will get different diagnoses if their patterns are different.
Online businesses that depend on the web for most of their revenue. SaaS, ecommerce, courses, coaching, services, memberships, content businesses, marketplaces, apps, and more. The diagnostic draws from a framework covering 25 business types, so it can get specific about which metrics matter for your model.
If you're pre-revenue or just getting started, the diagnostic will tell you that honestly and give you something useful for your stage.
Not much. You don't need your analytics open, and you don't need to know your exact numbers going in.
Be honest about what you're actually tracking, how you're actually making decisions, and whether you go back and measure results. The diagnostic works best when you describe your real setup.
Mostly. The diagnostic runs on this website, and the details you share about your business stay between you and the tool. I don't see your specific answers, your revenue numbers, or the content of your conversation.
What I do see is your name, your email, and which of the five patterns the diagnostic identifies for you. That last piece is what lets me send a relevant follow-up email instead of a generic one. Everything else you discuss inside the diagnostic stays private.
You get your full diagnosis immediately, including your pattern, a replay of your actual decision, your North Star metric, and what your Monday morning looks like when this is fixed. Then you'll get a few short emails over the next couple of weeks that dig into the most common patterns I see in online businesses and how to start thinking about them differently.
Each one is specific and useful on its own. You can unsubscribe from any of them.
Built from nearly 15 years of client website data.
Danielle here. I'm a growth engineer, which means I help online businesses figure out which numbers actually matter and what to do when those numbers move. Across nearly 15 years of building analytics systems, I kept finding the same thing in client website data: smart people and good tools with no framework connecting the two to an actual decision. This diagnostic applies that framework to your website data and draws from metric patterns I've mapped across 25 different business types. It takes 5 minutes instead of 5 hours, and it's free.
Run the Diagnostic →