Measurement planning
What the business actually needs to know, written down as events and definitions before anything gets implemented.
Less noise in the data. More confidence in the next move.
Analytics, lead and sales tracking, reporting and conversion optimization. Connect what people do on your website with the decisions your business needs to make.
MeasurementInsightImprovement
Three questions
every number should answer.
Start with numbers you trust.
Most reporting arguments are really data-quality arguments. Until the measurement is sound, nothing built on it is worth debating.
Illustration, not a live result.
A connected approach
to measurement.
Six parts of the same practice: data you can trust, an honest reading of it, and a change worth making because of it.
Tracking implementation
Analytics, tag management, server-side where it earns its keep, and consent handled properly rather than bolted on afterwards.
Reporting
Reports that answer a question somebody actually asked, in language the rest of the business can read without a translator.
Behaviour research
Session recordings, funnels and user feedback, used to explain the numbers rather than to decorate them.
Experimentation
Tests sized to the traffic you have, with the hypothesis and the decision rule agreed before the test starts running.
Conversion improvements
Changes to pages, forms and flows that follow from the evidence, prioritized by effort against expected effect.
Find the signal.
Leave the noise behindFrom observation
to a better decision.
to a better decision.
Shared definitions. Reliable tracking. Enough context to know what to do next.
More data isn’t the goal.More clarity is.
Different businesses.
New possibilities.
Three ways a connected strategy could change the picture.Concept projects · Fictional brands and illustrative results.
ECOMMERCE / Form & Field
From a beautiful product to a brand people find.
A search-led growth concept for a homeware brand. Connecting useful content, product discovery and a simpler path to purchase.
Illustrative results
+68%organic inquiries
2.1×product discovery
B2B SOFTWARE / Northline
Less scattered spend. More meaningful demand.
A connected paid-media concept for a software business. Sharper audience targeting, clearer landing pages and measurement from first click to qualified lead.
Illustrative results
−32%cost per qualified lead
+54%demo requests
MOBILE APPS / Dailyform
Every great habit starts with a first impression.
An app-store growth concept that brings everyday value into focus. New positioning, localized creative and a store page designed to turn interest into installs.
Illustrative results
+41%store-page conversion
3localized markets
The number.
The context.
The next move.
One question, different expertise
Reliable measurement takes more than a dashboard. It takes people who question how the signal was collected — and what it really means.
Engineering checks the signal.
Tracking specialists define and validate the events behind the report.
Analysis challenges the story.
Analysts look for context, missing evidence and alternative explanations.
Research shapes the change.
Conversion and UX specialists turn the finding into something useful to improve.
Better questions.
Shared responsibility.Bring clarity to your team
Shared responsibility.Bring clarity to your team
Why teams bring
this work to us.
The same six questions, answered three different ways.
| Area | With 1nstat | A typical agency | In-house, alone |
|---|---|---|---|
| Strategy | A measurement plan before any tags | A tool installed | Clear intent, no capacity |
| Tracking | Definitions agreed and documented | Default setup, left alone | Added as things come up |
| Reporting | Built around real decisions | A standard dashboard | Exported when asked |
| Testing | Hypothesis and decision rule agreed first | Tests run for volume | When there’s time |
| Data quality | Checked, with alerts on what matters | Assumed | Noticed eventually |
| Working with you | A named lead, open reasoning | An account manager in between | Full context, no hours |
No package.
A scope that fits.
Traffic, tooling, sales cycle and how decisions actually get made decide the shape. This is in every engagement.
- An audit of the current setup and what it can and cannot support
- A measurement plan: definitions, events and who needs what
- Tracking implementation with consent handled properly
- Reporting built around the decisions you actually make
- Funnel analysis and behaviour research where it explains something
- A prioritized list of conversion opportunities with expected effort
- Experiment design sized to your traffic, with decision rules agreed
- A named lead and a standing review of what changed
Questions worth
asking first.
We already have analytics. What would you change?
Often less than you would expect, and finding out is the first job. We audit what is collected, check whether it means what people think it means, and only rebuild the parts that aren’t trustworthy.
How much traffic do we need to run tests?
Enough to reach a conclusion before the result goes stale, which depends on your conversion rate and the size of the change. If your volume is too low for A/B testing we say so, and use research and sequential changes instead of pretending.
Do you guarantee a lift in conversion rate?
No. Most tests don’t win, and anyone promising a number is guessing. What we commit to is trustworthy measurement, tests worth running and an honest reading of the results — including the ones that say leave it alone.
Can you work with our developers?
Yes, and it usually works better. We write the implementation specs, review what ships, and keep the documentation current so the next person can pick it up without archaeology.
What about consent and privacy rules?
We set consent up properly and work within it. Some of what used to be measurable no longer is — we tell you which parts, rather than reporting modelled numbers as though they were observed.
Which tools do you work with?
The common analytics, tag management, testing and session-recording tools. We would rather work with what you already have than move you, unless what you have genuinely can’t answer the question being asked.
How long before this is useful?
An audit and a measurement plan take weeks and usually change something immediately. Trustworthy reporting follows implementation. Conversion work compounds after that, because each test narrows what is worth trying next.
How do you report on the work?
A regular review that states what was measured, what it means, what was tested and what it decided. Tests that failed are reported as clearly as the ones that worked — they cost the same and often teach more.
Who owns the work if we stop?
You do. The accounts, the measurement plan, the implementation documentation and the test history stay yours, and we hand over the reasoning behind them.
LET’S MAKE THE NEXT MOVE.
Have a project
in mind?
Tell us where you want to go. We’ll help you find the right way forward.
A good conversation.
A clear next step.
Share your goals and the challenge in front of you. We’ll review your brief and get back to you about how we can help.