Start with a clean measurement model: key conversions, key journeys, and a single source of truth for “lead” and “sale”.
Use event naming conventions early — renaming later is painful when you compare year-on-year data.
For regional campaigns, segment by device and city where sample sizes allow, but avoid over-interpreting tiny segments.
Tie ad platforms to your site events so you can see which messages fill the funnel, not just which click looked cheap.
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