Overview
01
Define the revenue path
Map qualified demand, inquiry, consultation or cart, purchase, refund, repeat purchase, and contribution margin with a named source system for each event.
02
Set review windows
Document attribution rules, reporting currency, data latency, exclusions, and the decision cadence before comparing markets or channels.
03
Leading vs. lagging indicators
Separate early signals (impressions, clicks, inquiries) from commercial outcomes (purchases, contribution margin, retention). Optimize toward outcomes, and treat leading metrics as diagnostics, not goals.