Documented event schema
Every event named, with its trigger, its properties, its owner and the decision it supports. Anything that supports no decision is not collected.
ANALYTICS AND CRO
Decide from evidence, not from opinion
An event schema written before any tool is installed, collection that survives blockers and consent choices, and tests that run long enough to mean something.
Define my event schema
30 minutes with an engineer, no sales call
What this is
Schema first, tooling second
Most measurement problems start with a tag installed before anyone agreed what a conversion is. We define the events, their properties and their meaning in writing, collect them server side where we can, respect the consent choice on every path, and only then choose tools. On top of that sits a testing process with a stated minimum duration, plus qualitative input so you know why a page loses, not only that it did.
This is for you if
- Two dashboards report different totals for the same week and both are defended by someone.
- You know which page loses people but not what they were trying to do when they left.
- Someone changes a page, the number moves, and nobody can say whether the change caused it.
This is not the right fit if your traffic is too low for a test to conclude. Splitting a few hundred sessions produces noise you can read any way you like. We would run qualitative research instead: session review, short user interviews and a heuristic pass, then change the page on that evidence.
Scope
What we build
Server side collection
Events sent from your own backend where possible, so blockers and browser changes do not quietly remove a third of your data.
Consent aware setup
Measurement that reflects the visitor's choice on every path, with the difference between consented and total traffic visible rather than hidden.
Dashboard tied to decisions
One view per recurring decision, each with the number, its definition and its source, instead of a wall of charts nobody acts on.
Testing process
A hypothesis format, one change per test, a stated minimum duration before anyone looks, and a written result whether it won or lost.
Qualitative inputs
Session review, short interviews and a heuristic pass, so every test starts from an observed problem rather than a meeting opinion.
How it goes
From arguing about numbers to deciding on them
- 01
Schema definition
One to two weeks
We work back from the decisions you make monthly, define the events those need, and write the schema before touching a tool.
- 02
Collection and consent
Two to three weeks
Server side collection implemented, consent handling wired through every path, and totals reconciled against known reference points.
- 03
Dashboards and qualitative baseline
One to two weeks
Decision views built, plus a first qualitative pass to name the problems worth testing.
- 04
Test cycles
Ongoing in three to six week cycles
One change per test, run to the stated minimum duration, result written down and applied or reverted.
Artefacts
What you receive
Written record
Event schema with owner per event
Metric definitions and their sources
Test hypotheses with minimum durations
Result log including the tests that lost
In place
Server side collection in your own stack
Consent aware measurement on every path
Decision dashboards
Data quality checks on event volume
Qualitative
Session review notes on the key paths
Interview summaries
Heuristic review of the deciding pages
Handover session recording
We state a minimum test duration rather than a promised lift, and we report losing tests as plainly as winning ones.
Related work
The rest of this line
SEO and answer engine optimisation
Be found by search engines and quoted by answer engines.
Performance and paid media
Paid channels measured on qualified pipeline, not impressions.
Back up one level
Digital marketing
Search visibility, paid performance and the analytics that connect them to revenue.
Clean measurement, then structured tests on the pages that decide deals.
Questions
Questions we get about analytics and CRO
Next step
Bring the number two dashboards disagree on
Book a technical assessment
30 minutes with an engineer, no sales call