What the brief covers
Analytics should answer a decision the team needs to make. Start with the business action, then define the events, source data and reporting required to connect acquisition work to lead quality and sales.
- Define business questions, conversion events and shared metric names.
- Audit existing tracking and the completeness of source data.
- Connect website events and CRM stages where included in the scope.
- Validate reports against test actions and explain their limitations.
Work formats
- Measurement audit
- An event map and prioritized reliability issues
- Analytics implementation
- Tracking requirements, setup and validation
- Decision reporting
- A recurring review tied to business questions
Start with a concrete deliverable and the customer journey it supports. Agree responsibilities, access to existing assets, approval stages and the reporting period before work begins. The profiles link to public sources so you can check the current scope directly with a provider.