Measurement Strategy

Track the right metrics, make the right decisions

Most analytics implementations weren't designed. In most cases, analytics just happens. Someone set up Google Analytics when the website launched. Then marketing asked for Facebook pixel tracking. A developer added event tracking for the new checkout flow.

Tracking expands reactively, one request at a time.

Over time, you end up with a collection of data points that capture some of what's important for your business. But without a coherent strategy, it's hard to work out what's actually moving the needle and what's just noise. You end up drowning in dashboards that track everything but illuminate nothing about what actually drives the organisation forward.

At its core, this reflects a backwards approach to measurement. Instead of starting with business questions and working backwards to required data, most companies start with available tools and try to extract meaning afterwards. Meanwhile, new tags keep getting added and the complexity quietly compounds.

How I can help

A well-designed measurement strategy cuts through this confusion. It focuses your analytics on metrics that inform decisions, connects every number to specific actions you can take, and eliminates the noise that distracts from genuine insights.

I work with my clients to develop a measurement framework that focuses your analytics on what actually drives business results.

This work breaks down into three collaborative phases:

Business alignment mapping

We establish what your organisation actually needs to understand about its performance and which decisions require data support. Not vanity metrics, but the 3-5 key outcomes that determine whether your organisation succeeds or fails.

Measurement design

The next step involves designing the specific tracking approach and technical implementation required to capture those strategic outcomes accurately. This includes determining data sources, defining metrics, and structuring collection for strategic clarity rather than opportunistic data gathering.

Implementation roadmap

Your roadmap prioritises which tracking to implement first, what to retire, and how to phase changes without disrupting current operations. The result is a practical plan that your team can actually execute.

Ready to get started?