Measurement specification
Map business questions to events, parameters and sources. Distinguish clicks, successful submissions, completed bookings and qualified leads; identify the owner of each source.
ANALYTICS & MEASUREMENT
See what happens after the click. Define meaningful actions, check the tracking and connect available enquiry feedback so your report helps you decide what to improve next.
20 minutes. One real challenge. Meeting subject to confirmation.
SEE THE CONNECTION
A practical framework for your business.
Illustrative scene and interface, not client evidence. View image ↗
Where did the enquiry originate?
Was it suitable and successfully received?
What happened after the initial response?
THE STARTING POINT
We agree definitions, check tracking and connect available marketing and sales data. Reporting separates what is measured, what is inferred and what remains unknown.
Measurement your team can interpret
A dashboard is useful only when its events mean something. Define an enquiry, test the tracking and show where marketing data stops short of a qualified lead or sale.
Map business questions to events, parameters and sources. Distinguish clicks, successful submissions, completed bookings and qualified leads; identify the owner of each source.
Test agreed journeys for event firing, duplicates, campaign tagging and cross-domain handoffs where applicable. Record observed results, consent limitations and fixes needing platform access.
Define metrics, source-of-truth rules and review questions. Make missing CRM outcomes, attribution differences and gaps visible rather than claiming full revenue measurement.
FOLLOW THE JOURNEY
A practical framework for your business.
A click or tracked interaction.
A real contact received by the business.
A verified sale, booking or agreed endpoint.
Qualified demand, acquisition costs and contribution where the underlying data supports it.
We agree a baseline, definitions and a review period before drawing conclusions. The market, the offer and the handoffs around the work all affect the outcome.
We start with the decisions that are currently hard to make. If the business cannot tell whether a channel is worth the spend, we trace the available data from that channel through the enquiry and sales process. The gap determines the work.
Illustrative measurement plan
A reporting outline—not a client dashboard or verified result.
Use a verified successful submission or booking record, not an outbound button click. Check duplicates and failures before counting it.
Use a consistent CRM status set by the responsible team. Record suitability, source where available and the reason for exclusion.
Join booked work or sales records where permissions and systems allow. State the reporting period, attribution model and gaps alongside every conclusion.
Before you decide
No. Consent, device changes, offline activity and attribution rules create gaps. We explain the model and connect CRM outcomes where feasible, rather than claiming complete attribution.
The proposal defines properties, event journeys, tag changes, dashboard views and validation. CRM integrations, server-side tracking, consent-platform changes, connectors and ongoing reporting are separately specified where needed.
Your business provides authorised access, approves consent requirements with appropriate advice and assigns sales-data owners. We agree the technical implementation and checks. Analytics setup alone does not establish compliance or correct missing records.
MAKE THE NEXT DECISION
A practical framework for your business.
Agree event names and owners.
Test tracking against known actions.
Connect the evidence to one business decision.
Decision-ready measurement
Leadership, marketing and sales can read the same number differently. Agree what is being counted, where the data comes from and which decision it should inform.
Document events, source systems, conversion definitions and reporting periods. Keep recorded activity, received enquiries, qualified opportunities and completed sales separate.
Test tracking from the customer action to the receiving system. Check duplicate counts, missing sources and reconciliation with the team handling the enquiry.
Explain attribution limits, data gaps and changes to measurement. A useful review pairs the numbers with context and a clear next decision.
THE FIRST CONVERSATION
Bring a report and the business question it should answer. We will discuss the definitions, tracking checks and missing context that would make it easier to act on.
20-minute review. Meeting subject to confirmation. No commitment to a package.