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Finance and performance

Measurement planning

Plan and quality-check marketing measurement for web, paid media, forms, CRM handoff, and offline outcomes. Use when a user asks about analytics, conversion events, pixels, tags, UTMs, source capture, attribution readiness, or how to verify campaign tracking.

Works with the context you provideVersion 3.0.0Historical revision

Measurement Planning

Design the smallest reliable measurement path from a marketing exposure to a business outcome. This method produces a measurement plan and QA checklist; it does not install tags, change analytics settings, or write records without explicit host approval and capability.

Intake

Use the business goal, buyer journey, channels, offer, pages or forms, existing instrumentation, privacy constraints, reporting audience, and systems that own qualified outcomes. Ask only for gaps that change event design or feasibility.

Read `references/implementation-checklist.md` and `references/qa-tests.md`. Read `references/host-operations.md` only for a requested implementation or verification in a named environment.

Workflow

1. **Define the decision.** State the business question and the outcome that would change a marketing, product, or budget decision. 2. **Map the journey.** Trace channel, landing, key interaction, conversion, qualification, sales outcome, and retained value. Assign each event an owner and system of record. 3. **Specify events and fields.** Define event name, trigger, required non-sensitive properties, deduplication key, and destination. Avoid sending personal data, free text, or sensitive answers to analytics or ad platforms. 4. **Set attribution and identity rules.** Define UTM taxonomy, source capture, consent behavior, session/contact linkage, and offline-conversion process. 5. **Plan QA.** Include pre-launch checks, test cases, expected payloads, failure handling, and report reconciliation. 6. **Set reporting and handoffs.** Name the dashboard or report inputs, review cadence, owner, and the host workflow that may perform any update. 7. **Expose gaps.** If a desired outcome cannot be measured reliably, say what is missing and what limited inference remains valid.

Output format

```markdown # Measurement Plan ## Decision and success event ## Journey map ## Event specification | Event | Trigger | Properties | Owner | Destination | ## Attribution and privacy rules ## QA checklist ## Reporting and handoffs ## Risks and unresolved gaps ```

Quality rules

  • Track only data needed for an agreed decision.
  • Keep identity, consent, and source-system ownership explicit.
  • Validate the full journey, not merely a page-view event.
  • A drafted event plan is not proof that production instrumentation works.