marketing-analytics

# Marketing analytics ## The tracking plan comes first Dashboards built on bad instrumentation are confident and wrong, which is worse than having none. Define, in writing, before implementing: every event, when it fires, its properties and their types, and the question each one exists to answer. An event with no question behind it is noise that will be maintained forever. Naming convention decided once and enforced: `object_action`, lowercase, past tense. Inconsistent naming is unfixable later without breaking historical data. ## Auditing existing tracking Numbers nobody trusts usually come from one of: - **Double-firing** on route changes in single-page apps. - **Events that stopped** when someone changed a selector or a component. - **Definition drift** — two tools counting "signup" at different moments. - **Bot and internal traffic** never filtered out. - **Consent and blockers** removing a meaningful and non-random share of data. Verify by doing the action yourself and watching the event arrive with the properties you expect. Not by reading the dashboard. ## Attribution Every model is wrong in a known direction. Pick deliberately and state the bias: - **Last-touch** — over-credits closing channels: brand search, retargeting. Under-credits everything that created demand. - **First-touch** — the mirror image; over-credits discovery. - **Multi-touch** — better, and dependent on complete tracking you probably do not have. - **Incrementality testing** — the only ...