Define the decisions your data supports
Measurement starts with business questions: which pages generate enquiries, which campaigns bring qualified traffic, and where visitors encounter friction. A focused tracking plan is more useful than collecting every possible event.
Check the customer journey
We review landing pages, mobile navigation, contact steps and form clarity. Observations become testable hypotheses so design changes have a purpose and a way to assess their effect.
Treat results with context
Small samples, attribution limits and seasonal changes can affect interpretation. Reporting should distinguish observed patterns from conclusions and combine website data with business feedback.