The world of web analytics is full of outdated metrics and "golden rules" that offer information that isn't actionable, such as bounce rate, time on site, and pages per visit. Conversion rates are often cited as a key metric, but measuring them across all channels can be misleading due to the power law distribution of channel performance. Distribution follows a power law, with some channels performing well while others perform poorly, making it difficult to get a true picture of conversion rates. To gain meaningful insights, it's essential to break down conversion rates by channel and throughput, and analyze data independently of site-wide averages. Understanding distribution and conversion is crucial for identifying profitable and scalable channels for customer acquisition, and avoiding common pitfalls such as ignoring non-profitable channels or relying on "mystical" sales teams. By exploring all available distribution channels and analyzing them in-depth, businesses can gain a deeper understanding of their customers and optimize their marketing strategies.