A Measurement Plan That Connects Analytics to Decisions

Start with questions and decisions, then define the events and properties needed to answer them—do not collect everything by default.

A practical framework

Translate site goals into clear journeys such as starting a quote or submitting a form. Define event names, owners, and validation steps, and separate success metrics from diagnostic metrics.

Checklist

• A shared event dictionary
• One success event per journey
• Pre-production validation
• Monthly data-quality review

The next step

Choose one decision you can apply this week, assign an owner and success signal, then review the result before expanding scope.