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Measurement guide
How to build a marketing measurement plan
Start with the decisions the business needs to make. For each, define the action, source of truth, owner, event, qualification rule, attribution limit, reporting window and acceptable data-quality threshold.
Define the business action
Separate a click, form start, submission, scheduled call, qualified opportunity and sale. Each stage needs its own name and source.
Trace the data path
Document how the browser, tag manager, analytics, ad platform, CRM and reporting layer transform the event.
Test edge cases
Check duplicates, refreshes, blocked consent, validation errors, spam, cancellations, cross-domain journeys and timezone differences.
Report for a decision
Every view should help an owner continue, change, investigate or stop something; otherwise it is likely reporting noise.
Direct answers
Questions this page answers
What is the best attribution model?
There is no universal best model. Choose one that fits the journey and decision, and show how its assumptions affect interpretation.
Should personal data be sent to analytics?
Avoid unnecessary personal data and follow platform and legal requirements. Use event and record identifiers designed for the legitimate measurement purpose.
How often should tracking be tested?
Test before launch, after material form, tag, consent, domain or platform changes, and whenever reporting patterns suggest a defect.