Service field guide
Agree what to measure and test the data path before the first campaign.
Use before a launch when teams disagree about what a useful action means or cannot follow it into sales. Adding another dashboard is not a substitute for a data contract.
Decision questions, event definitions, systems, owners, attribution assumptions and test access.
Ask how events are named, deduplicated and reconciled. Require an explanation of missing data and attribution limitations before comparing channels.
Included because the cited agency sources describe relevant capabilities. This is not a service performance ranking; confirm the scope for your particular market.
Consider when offer, page, acquisition and sales handoff need a coordinated launch. Public work provides specific examples, not proof of competence in every market.
Consider for a defined search launch once the offer and destination page are ready.
Useful to assess when media decisions need a measurement plan across channels.
Consider when multiple delivery disciplines must be coordinated across a launch.
Consider when campaign performance cannot be reconciled with the sales pipeline.
Use these formats to request a comparable proposal. They are editorial brief structures, not quoted products or prices.
The number of markets and languages, existing asset quality, integrations, production volume, review capacity and handover depth. Request separate lines for agency work, media and external fees.
Field note
A local campaign connects ad production and a focused lead page.
Field note
A move to an internal team illustrates sequencing and live training.
No. Verify a test action in the designated reporting account and compare it with the corresponding business record.
Known test actions appear once with correct attributes and can be traced through the reporting path.
Field note
Separate facts, assumptions and missing decisions.
Field note
Specify the audience decision, not just a layout.