Before the dashboard, build the event map.
A practical approach to connecting business goals with website actions and advertising measurement.
Define the action that matters
A measurement plan starts with the business outcome. A purchase, a qualified enquiry, and a newsletter signup serve different purposes. I describe the action in plain language before deciding which event names, conversion actions, and reporting views will represent it.
Map the journey
I list the important steps a visitor takes, from arriving on a landing page to completing the intended action. Then I identify which steps need measurement and which are simply useful context. The resulting map gives implementation and testing a shared reference.
Check the implementation
For browser and server integrations, I review how events are triggered, what identifiers are available, and whether the same action could be counted more than once. Test activity should be distinguishable from ordinary activity where possible. Consent and privacy requirements belong in the implementation discussion as well.
Read reports with their limits
Platform reports and business records can answer different questions. I consider attribution settings, timing, event availability, and the source of each report when reviewing differences. Measurement is most useful when people understand how a number was produced and what decision it can reasonably support.