Test and validate the tracking before relying on its reports.
In part one, we described how business objectives shape the analytics brief. Part two is about putting that brief into practice.
Repair the foundations
Our work with Zapmap included auditing existing tracking and identifying where it was not performing as expected. Working closely with the internal product team, we tested and validated new implementations.
The priorities were:
- Tracking that connects directly with business goals.
- Tag management that the team can maintain.
- Reporting designed for decision-makers, not only data specialists.
Test what the customer actually does
Implementation is not complete just because a tag exists. The measurement needs to reflect real app behaviour and the business question it is supposed to answer.
The result described in our project update was a reporting structure built to support action, with data aligned to the agreed strategy. No numerical growth claim was supplied.
In part three, we move from reliable data collection to visual reporting and the conversations it should support.
Adapted from Sophus3’s LinkedIn post dated 2026-03-25. Figures and market observations relate to that original update.