Measure what matters

A busy dashboard can hide a simple question: are more of the right customers reaching the outcome that matters?

Define the outcome first

Choose a primary outcome that reflects real value: a completed purchase, a qualified enquiry, or an activated account. Write down exactly when it happens. A button click can help diagnose the journey, but it should not automatically stand in for the final outcome.

Map the path

Record the important stages between arrival and that outcome. For an enquiry journey, that could be landing page visit, form start, form submission, and qualified enquiry. Track the count at each stage and use consistent definitions for dates, channels, and users.

Check the instrumentation

Complete the journey yourself and confirm that each event fires once, carries the expected information, and appears in your reporting. Repeat the check on mobile. Document consent behavior, internal traffic exclusions, and any differences between analytics and your source of truth.

Read the result in context

Conversion rate is outcomes divided by eligible visits or users. State the denominator. Compare like-for-like periods and segments, and consider changes in traffic mix before attributing a movement to the website.

Your next step

Create a one-page measurement plan with four columns: business question, event, source of truth, and owner. Resolve unclear definitions before adding another chart.