Tracking Guides · informational
Campaign Measurement Plan: What to Track Before Launch
A measurement plan defines the business outcome, funnel events, campaign taxonomy, identifiers, attribution rules, source of truth and QA steps before traffic starts.
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The core idea
Write down the exact meaning of each conversion and who owns each data field. Decide which events are primary optimization signals and which are diagnostics.
What matters in practice
Create test cases for every path, including cross-domain checkouts, refunds, duplicate submissions and delayed conversions.
Decision rule
This planning step prevents most reporting arguments later.
Tracking principle: Define the business outcome first, then choose the measurement method and software. A sophisticated dashboard cannot repair unclear event definitions or inconsistent campaign naming.