Begin with the business question, then decide what to measure.
Working with Zapmap’s product team, led by Edmund Walsh, we followed a three-step analytics framework: agree business goals, audit and repair tracking, and create ongoing insight.
It can be tempting to begin with tag management or a new dashboard. Without agreement on what success means, those tools can simply produce more numbers.
Start with the why
- Discuss the organisation’s objectives and define success.
- Translate those goals into clear KPIs.
- Build a measurement and reporting framework to guide the audit.
Compare intent with experience
We then examine app usability and data quality. Does the customer journey support the intended goals? Does tracking capture the actions that matter?
Mapping current tools, implementation guides and dashboards helps expose missing events, inconsistent definitions and unreliable reporting. The outcome is a clear view of what works, what is broken and what is absent.
Part two explains how those findings become a stronger tracking implementation. Part three looks at reporting that product teams and stakeholders can use.
Adapted from Sophus3’s LinkedIn post dated 2026-03-17. Figures and market observations relate to that original update.