Purpose of analytics The reason you invest in **funnel analytics tracking** is intervention speed—not pretty dashboards. Signal clarity shortens the identify → decide → deploy loop.
Measurement ladder Tier 1 Health: sessions, qualified % (utm + landing), form starts, submissions. Tier 2 Momentum: scroll 50%, engaged_30s, hero visibility time, CTA hover → click ratio. Tier 3 Belief: testimonial impressions, mechanism dwell time, FAQ expands. Tier 4 Revenue: SQL rate, win rate, payback period, expansion MRR %.
Event design principles Name events consistently (object_action format). Include semantic context (page_type, funnel_stage). Avoid redundant page_view derivatives.
Attribution sanity Use simple model early (first touch + last non-direct). Layer multi-touch only when decisions require nuance.
Tool stack minimalism Core: CDP / tag manager, product analytics, session recording (sampled), warehouse. Resist overlapping tools that fragment truth.
Weekly operating rhythm 1. Review funnel scorecard. 2. Flag anomalies (±15%). 3. Pick one hypothesis. 4. Launch test / change. 5. Log result in knowledge base.
Guardrails Alert thresholds on form error spikes, speed regressions, sudden proof block drop-offs.
Analytics maturity compounds only if unused metrics are pruned quarterly.