GrowthMad

Decide what to measure before you measure it.

A marketing measurement plan that starts from the decisions your business needs to make and works back to events, parameters and reports. Readable by marketers, buildable by developers.

Ask about this What’s involved

Based in Perth. Delivered remotely across Australia and overseas.

Tracking usually gets built forwards: someone installs the tools, switches on everything available and hopes useful reports fall out. They rarely do. You end up with two hundred events and no answer to the one question the director keeps asking.

A measurement plan runs the other way. It starts with the questions, defines the handful of things that must be measured to answer them, and specifies each precisely enough that it’s built the same way everywhere.

This is for you if

  • You’re building a new site or app and want tracking designed in.
  • You’re about to rebuild analytics and don’t want to repeat the old mess.
  • Several teams or agencies touch your tracking and each names things differently.
  • You’re an agency that needs a tracking spec inside a web build.

How the work runs.

  1. Questions

    A workshop on what the business needs to know, and who needs to know it.

  2. KPIs

    A small set of measures with definitions everyone agrees on.

  3. Events

    Each interaction worth tracking, with its parameters and when it fires.

  4. Conventions

    Naming rules for events, campaigns and tags, so data stays consistent.

  5. Handover

    Developer notes and a QA checklist for whoever implements it.

Deliverables

What you end up with

  • Measurement plan document
  • Event and parameter specification
  • Naming conventions
  • Developer handover notes
  • QA checklist

Where AI comes in

Faster, with a person checking

AI helps turn workshop notes into a consistent specification and checks it for gaps and conflicts. The choice of what’s worth measuring comes out of the conversation with you.

How I use AI

Tools I work in

  • Google Analytics 4
  • Google Tag Manager
  • Looker Studio

Fair things to ask.

Something else? Ask me directly.

Isn’t this overkill for a small business?

The plan scales down. For a small site it can be two pages. Skipping it is what turns out to be expensive.

Do you implement the plan too?

Usually, yes. It can also be handed to your developer or agency to build.

Is this a GA4 measurement plan or something wider?

Wider. It’s a marketing measurement strategy first: the decisions you need to make and the numbers that inform them. The GA4 measurement plan, with its events and parameters, is the part a developer builds from.

Data

GA4 and Tag Manager setup

Hands-on Google Analytics consulting: a clean build or rebuild of GA4 and Google Tag Manager, with ecommerce or lead tracking, tested against a plan and documented for whoever comes next.

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Data

Analytics audits

A Google Analytics audit covering GA4, Tag Manager and ad platform tracking. You get a short report on what’s broken, what’s duplicated and what’s missing, with the fixes ranked.

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Data

Dashboards and reporting

Looker Studio dashboards built on clean, reconciled sources and designed around the questions your team asks every month.

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All data services

Something driving you mad?

Tell me what’s going on. I’ll come back with questions or a scoped proposal, and I’ll say so if I’m not the right person for it.

Get in touch