Measurement strategy · New Zealand
A measurement plan built around your decisions
Agree what success means before asking your tools to report it.
If every platform has its own version of success, it is difficult to know what marketing is contributing. I help your team define useful measures, map the evidence across systems and decide what needs to change to answer the important questions.
Scope & deliverables
What you receive.
Organisations with several marketing channels, a CRM or a longer sales process, and teams planning a website or reporting change.
A decision and KPI framework
The management questions, success definitions and measures that deserve attention.
A map of the evidence
Which website, advertising, CRM or operational records can answer each question.
A measurement plan
Event and reporting requirements your team can use to brief implementation.
Attribution advice
A practical approach to known sources, CRM handovers, reporting periods and unknowns.
A prioritised roadmap
What to collect, repair, connect or investigate, with dependencies and ownership made clear.
Strategy defines the measurement approach. Tracking changes, dashboard development and integrations can follow as separate scoped work. Attribution will still have limits; unknown sources should remain visible rather than being assigned false precision.
Why it matters
Connect the activity to the business question
This work helps you decide which measures to use, where better evidence is worth the effort and how marketing reporting should relate to real outcomes. It is particularly useful when a lead takes time to become a customer or when important steps happen outside the website.
Working together
How the work proceeds.
Clarify the decisions
We work through your goals, existing reporting and the questions that currently cause uncertainty.
Map definitions and sources
I establish how important actions are recorded and where systems use different meanings or have gaps.
Agree the roadmap
You receive a practical framework and measurement brief, with implementation options and responsibilities.
Anonymised work example
An example from practice.
In a completed independent audit, I separated website activity, accepted enquiries, customer confirmation and payments. The recommendations identified which answers required operational records rather than additional GA4 events.
Read the example and its scopeUseful questions
Before we start.
Do we need to replace our existing tools?
Not necessarily. The work starts with your decisions and current systems. A clearer definition or a better handover may be more useful than another platform.
Is this different from a GA4 audit?
An audit checks whether the current implementation is dependable. A measurement strategy defines what you should measure, where the evidence should come from and how it supports decisions. The scopes can be combined when useful.
Can you tell us exactly which channel caused every sale?
Not in every case. I help improve the available evidence and make the limits clear, including offline steps, returning visitors and unknown sources.
Can this start before a website rebuild?
Yes. A measurement brief can establish the required journeys, events and business definitions before your developer implements the new website.
Related support.
All measurement servicesStart a conversation
Tell me what needs to be clearer.
Describe the decision, the reporting problem or the journey you need to measure.