How mature is your measurement? — AnalyticScan self-check

Commerce — we sell thingsLeads — we collect inquiries or quotesContent — reading and watching is the pointSaaS or app — people sign up and use itSomething else / not sure

Measurement design

Is it settled what counts as success

One outcome matters most on this site (an order, an inquiry, a signup), and it is marked as a key event in GA4.

Not sure / never checkedWe know what matters, but it isn't marked in GA4Several things are marked as key events, so no single one stands outOne outcome is settled, and it matches the GA4 key event

There is a written document saying which actions get collected under which names.

Not sure / no such documentIt only exists in a developer's or agency's headThere is a document, but it is old and no longer matchesThere is one, and we check it against what is actually collected

When we build a feature or run a campaign, "how will we measure this" is decided while planning it.

Not sure / never happensIt only comes up after the thing is builtWe decide up front on the bigger onesMeasurement is a standard part of the plan

Collection quality

Do the numbers match reality

Not sure / never done itWe did it onceWe do it after a big changeWe do it monthly and write down the gap

Not sure / never checkedWe have heard it looks off, but never checkedWe checked once and sorted out what we foundWe check for duplicates every time a tag changes

Not sure / never checkedOnly the count arrives; there is no amountThe amount is there, but it is far off the books or currencies are mixedAmount and currency arrive correctly, and we read ad performance from it

Tools and settings

Is the setup actually managed

It is settled who may add or change the site's tags, and changes leave a trace.

Not sure / no idea who touches itOne person does it alone and nothing is recordedThere is an owner, but you have to dig to find what changedThere is an owner and a process, and changes are recorded

Visits from our own team and our dev servers are filtered out of the numbers.

Not sure / never set upWe know we should, but it isn't configuredIt is configured, but we never confirmed it worksIt is filtered, and we confirmed the traffic really drops out

We have looked at data retention and the integrations (Ads, Search Console, BigQuery).

Not sure / never lookedWe left the defaults from installation dayWe looked once and connected what we neededRetention and integrations are deliberate, and we revisit them

Analysis and use

Does anything change because of it

In the past month, a decision changed because of something in the data.

Not sure / noWe looked, but nothing changedOnce or twiceData-driven changes happen every month

There is a report or dashboard we look at on a regular basis.

Not sure / noWe open GA4 only when something comes upOne exists, but nobody really looks at itA fixed screen gets read on a fixed schedule

We compare which channels and campaigns performed, using the same yardstick each time.

Not sure / never comparedEach channel is read in its own place (ad manager here, GA4 there)We compare inside GA4, but the basis shifts each timeThe basis is fixed, and we compare the same way every time

People

Is there someone to look, and someone to fix

When a number looks wrong, there is someone who says "I'll look at it".

Not sure / noWhoever has time picks it upIt usually lands with the same personThere is a named owner, and everyone else knows who it is

There is someone who can actually fix it — an in-house developer or an agency.

Not sure / noThere is somewhere to ask, but it takes weeksRequests generally get doneFixes land within days, and what changed gets shared

Time is set aside on a regular basis to check that the data is right.

Not sure / noWe only look when something breaksMaybe once a quarterA fixed slot every month

What kind of site is this?

Commerce — we sell thingsLeads — we collect inquiries or quotesContent — reading and watching is the pointSaaS or app — people sign up and use itSomething else / not sure