§ 2.3.1 · typically one to two weeks · one-time
What this is
Configuration of the analytics layer your website needs: property setup, tag management, and conversion tracking on the actions that matter—form submissions, calls booked, downloads taken.
It is a small piece of work with an outsized dependency behind it. Nothing in the Scale layer can say anything until this exists and is verified, and “verified” is doing real work in that sentence. Analytics that are installed but firing incorrectly are worse than none, because they produce numbers people trust.
What verified means
Every event tested end to end, tags named consistently, internal traffic filtered out so your own team does not inflate your numbers, and thirty consecutive days of the dashboards pulling without errors.
We do not consider this piece finished at installation. We consider it finished when the data has been clean for a month, because that is the point at which it can be built on.
What we need from you
Admin access to your existing analytics properties, including the ones nobody has opened in years. We would rather inherit and clean up a messy history than start fresh and lose the comparison.
A list of the office IP addresses to filter, so internal traffic stops counting as audience.
Agreement on what counts as a conversion. This is a shorter conversation than it sounds and it prevents a long one later, when somebody asks why the number on the dashboard does not match the number in the CRM.
What you will have
Working analytics in accounts you own, with conversion tracking on the actions you care about, internal traffic excluded, and a written note of every exclusion and definition applied—so a year from now anyone can see exactly what a number does and does not include.
What this is not
Not the full measurement build. Cohorts, transition rates, and the reporting spine the monthly audit reads from are Scale setup, which is a separate and larger piece. Not the recurring monthly report, which is performance reporting.
