Fake Conversions: Metrics Lie, Truth Wins | Ep. 49 w/ Dana DiTomaso (Analytics Playbook)
If your “conversions” are just page views, you’re not reporting performance.
You’re committing fraud with better fonts.
In this episode, Dana DiTomaso (Principal & Founder, Kick Point Inc. | Founder & Instructor, Analytics Playbook) breaks down why fake conversions keep surviving...and how leaders can rebuild measurement that reflects reality.
This isn’t just an analytics episode. It’s a leadership episode: because truth requires standards and psychological safety, and client trust collapses when dashboards become theater.
What you’ll learn
- The most egregious conversion setup Dana’s seen (and how it makes revenue look imaginary).
- Why “contact page views” are not leads...and the cleaner alternatives.
- Why GA4 + paid platforms don’t always match and how GTM trigger mismatches create measurement chaos.
- Dana’s metric take: stop using bounce rate; use engagement rate.
- The agency founder play: improve measurement, then wean clients from bad metrics to good metrics without detonating trust.
Connect with Dana
- LinkedIn (where she posts most): https://www.linkedin.com/in/dditomaso/
- Kick Point: https://kickpoint.ca/
- KP Playbook: https://kpplaybook.com/
⚡ Your next step
Book a Transition Leadership Foundation Call (20 min):
Creators and Guests
Host
Adam W. Barney
Adam W. Barney helps transitioning leaders navigate career and leadership inflection points with clarity and momentum. Author of Make Your Own Glass Half Full and creator of EnergyOS. Based in Boston, fueled by family and music.
