Define a small measurement model
Track the steps that reflect your actual funnel: category views, search, product views, add-to-cart, cart views, checkout start, payment completion and returns. Add business-specific actions only when someone will use them to make a decision.
Keep marketing attribution in perspective
Attribution models are estimates, especially across devices and privacy boundaries. Use them for directional planning rather than treating one report as perfect truth. Compare channels with margin, repeat purchase and return rate where possible.
Watch search and filter behaviour
Internal search terms reveal what shoppers expect to find and the language they use. Zero-result searches and frequently applied filters can expose catalogue or navigation problems.
Connect conversion with fulfilment quality
A campaign that produces many low-quality orders, cancellations or returns may not be successful. Include post-purchase outcomes in performance reviews so optimization does not stop at the payment screen.
Build dashboards for decisions
A dashboard should answer a recurring question. Separate executive summaries from diagnostic reports. If a metric never changes a decision, reconsider whether it needs to occupy attention every week.
Create a measurement dictionary
Write down what each important event means, when it fires and which system owns the number. Terms such as conversion, active customer, refund and revenue can differ between analytics, payment and accounting tools. A measurement dictionary prevents teams from arguing over reports that are technically measuring different things and makes future tracking changes easier to audit.