Define a meaningful action
Choose what counts as an enquiry or conversion. A page view and a qualified request should not be reported as the same event.
Verify the tracking
Test events and forms with known examples. Record account ownership, reporting time zones and any consent dependencies.
Follow the handoff
Check that enquiries reach the right team and have a response workflow. Marketing visibility alone does not complete the customer journey.
Interpret cautiously
Report what was observed and where attribution is incomplete. Describe experiments as tests, not guaranteed improvements.
Make it specific to your situation.
Use this guide as a starting point. The next useful step is to record the real context, identify the decisions that need an owner and agree what evidence would support the decision.