Performance Measurement: make decisions with reliable data
Without conversion tracking, the contribution of SEO is hard to see. We review your measurement setup and address the gaps.
Measurement audit
Explore the approach
Where we begin
Sound familiar?
We define the enquiry steps and traffic source together in the measurement plan.
We separate what each tool measures, distinguishing setup errors from differences in definitions.
We check event and conversion rules and test them through real user flows.
We document pre-release and post-release checks for important conversions.
Scope of the work
How we solve it
Measurement audit
We review Analytics and Search Console setup, access, existing events and conversion definitions. We show which questions existing data can answer, separating a setup gap from a problem in interpreting the report.
Conversion plan
We connect business goals such as completed forms, contact actions and purchases to measurable events. Pressing a button is distinguished from completing an action. The event definition should reflect the behaviour your team considers a meaningful outcome.
Implementation and verification
We turn gaps into delivery tasks and test duplicate counts, missing triggers and incorrect parameters. We check both that measurement works where intended and that it does not fire in the wrong circumstances, recording the test conditions.
Channel and page relationships
We plan reports that show how organic visits relate to pages and business goals. Contact options across different pages are assessed against the same business purpose, with any differences in the meaning of similar actions made clear.
Measurement documentation
We document when each event should fire, what it represents and how to check it. Naming and scope decisions remain visible, helping someone who later takes over the report understand exactly what an event is counting.
Good decisions begin with clearly defined measurements.
A plan becomes practice
How we work
Define the business goal
We agree which actions matter and what decisions the measurement should support.
Review the current setup
We inspect tools, events and data flow, recording gaps and limitations.
Implement and test
We agree ownership and test successful and unsuccessful user actions separately.
Hand over and monitor
We share the event dictionary and checking process with your team and verify that reports use the correct data.
An event dictionary your team can use
Event name, business purpose, trigger conditions, parameters and test method stay together, making release checks clear.
Work you can see
What did we do?
What changed? What’s next?
A working rhythm that makes progress and the next decision visible. Findings become actionable tasks, and each task has a review step.
You can see why each task matters and what will be checked next.
Measurement audit
Define the scopeConversion plan
Record the releaseImplementation and verification
Review the outcomeShows the working scope; does not represent client results or performance claims.
Questions & answers
Questions, answered
How is this different from monthly SEO reporting?+
Performance measurement focuses on collecting reliable data. Reporting and analysis interprets that data regularly and turns it into actions.
Which conversions should we track?+
It depends on your business model. Purchases, completed forms and relevant contact actions may be useful goals; a button click should not be presented as a completed sale.
Can you recover conversions that were never tracked?+
We cannot create missing historical data. We assess what existing records can tell us and prepare a reliable setup and checking process for the future.
Do consent and privacy choices affect measurement?+
Yes. The plan should reflect your site’s consent choices and data practices. Missing or modelled data should not be presented as exact observed results.
Start with data you can trust.
Share your site, tools and the actions you want to measure. Let’s identify the priorities in your measurement setup.
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