Marketing Measurement Plan
Plan marketing tracking from business questions backward into KPIs, events, properties, sources of truth, attribution assumptions, QA, and reporting cadence.
What you can do with this asset
The Marketing Measurement Plan helps teams design analytics before they instrument every possible event. Start with the questions and decisions marketing needs to support, then map the minimum KPIs, events, properties, data sources, segments, attribution assumptions, and quality checks required to answer them. The result is a measurement system designed for decisions instead of a larger collection of tracking data.
What's included
Before
- Tracking starts with every event that can be collected
- Website and CRM metrics use different definitions
- Attribution limitations are hidden behind dashboard totals
With this asset
- Business questions determine what gets tracked
- Events and properties have a documented purpose
- Data sources, QA, and attribution assumptions are visible
Ways to use this asset
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