It was 2023. I had hit a wall.
The job had turned into building dashboards for people who wanted to be “data-driven” but never opened the report.
I was running A/B tests nobody read.
Writing SQL that answered questions nobody acted on.
Defending numbers in meetings where the decision had already been made before I walked in.
I had become a human dashboard.
Type a question in.
Get a chart out.
Repeat.
I started telling myself maybe I just wasn’t built for this.
Maybe I should move into product. Or ops. Anything but one more untouched dashboard.
Then a founder I worked with said one thing that changed everything:
“You’re not tired of analytics. You’re tired of analytics nobody uses.”
He was right.
The next month, I changed three things:
- I stopped working with people who wanted a report. I only worked with people who wanted a decision.
- I stopped selling analytics. I started selling the result: the revenue leak found, the channel that finally got the credit it earned. The dashboard was just a byproduct.
- I stopped waiting for questions. I started bringing the ones nobody had thought to ask.
Three years later, I haven’t had a single day where I wanted to quit again.
The work is the same.
The rooms are different.
If you’re burning out on analytics, it’s rarely the data.
It’s the room you’re doing it in.
So be honest:
What % of the dashboards you’ve built this year has anyone actually used to make a decision?
Want all my best GA4-BQ queries in one place? I turned them into a Chrome extension — top SQL queries you can search and copy in seconds.
Go here to install it for FREE.
Prefer the web version? It’s here.
