Step 01
Observe
Before we ask you for anything.
A surprising amount about a measurement setup is visible from the outside. Which
containers load. Which analytics properties receive traffic. Whether a tag
manager is present with nothing behind it. Whether campaign identifiers survive
a redirect. None of that requires access, and none of it requires your time.
We do this first deliberately. It means the first conversation is about
something concrete rather than about our credentials, and it means you can
evaluate the quality of our attention before you have spent anything.
Step 02
Verify
The step most work skips.
An observation made once is a rumor. We reproduce every finding independently
before it is written down, and we record how it was reproduced so you can do it
yourself. Where a finding cannot be confirmed from the outside, it is labeled
low confidence and the reason is stated.
Why confidence is stated per finding
A report where everything carries the same certainty is a report that is
guessing somewhere. Separating what we know from what we infer is the
difference between a diagnosis and a sales document.
Step 03
Model
Define correct before changing anything.
We describe the corrected state and, critically, the evidence that would
demonstrate it. Agreeing what proof looks like before the work starts removes
the most common argument in this industry, which is whether the thing that was
delivered was the thing that was bought.
This is also where we tell you if the fix is not worth doing. A measurement gap
that affects a channel you are not spending on is a finding, not a project.
Step 04
Fix
Scoped, bounded, written down.
Every engagement states inclusions and exclusions before it begins, caps
revisions, and requires a written change order beyond that cap. This protects
you as much as it protects us: unbounded scope is how service relationships
turn adversarial.
- You always getThe documentation, the configuration, and enough detail that another firm could take over. We do not build things only we can maintain.
- You can always leaveNothing we build is locked to us. Access we hold is handed back or revoked when work ends.
- You may use your own teamIf you would rather have your developer implement our findings, the report is written so they can.
Step 05
Measure
Observed working, or it is not done.
The last step is the one that makes the first four meaningful. We confirm the
change in a live environment, with evidence attached, against the definition of
done agreed in step three. A dashboard that looks right but does not reconcile
with its source is a defect, not a deliverable.
Then the cycle starts again, because measurement decays. Sites change, consent
rules change, platforms deprecate things. What was verified in March is an
assumption by September.