Pageviews are not product metrics
Marketing sites that only watch sessions cannot say which path yields qualified leads. Metrics should cover arrival, engagement, conversion, content contribution, performance, channel quality. We put an event dictionary in the Definition of Done. Below is a default B2B set. Fold this into KSX Studio discover→design→build→launch: named owner, Definition of Done, staging proof, and rollback so verbal alignment does not drift.
North star and counter-metrics
e.g. qualified forms; counter-metric low-quality submit rate. Avoid vanity click optimization. Fold this into KSX discover→design→build→launch checks on staging so verbal alignment does not drop the requirement. Fold this into KSX Studio discover→design→build→launch: named owner, Definition of Done, staging proof, and rollback so verbal alignment does not drift.
Minimal event dictionary
CTA click, form start/success, key downloads, video play, outbound. Stable names; props include page type and locale. Fold this into KSX discover→design→build→launch checks on staging so verbal alignment does not drop the requirement. Fold this into KSX Studio discover→design→build→launch: named owner, Definition of Done, staging proof, and rollback so verbal alignment does not drift.
Funnels by template
Home→service→contact; article→service→contact. Split by device to find breaks. Fold this into KSX discover→design→build→launch checks on staging so verbal alignment does not drop the requirement. Fold this into KSX Studio discover→design→build→launch: named owner, Definition of Done, staging proof, and rollback so verbal alignment does not drift.
Content contribution model
Credit assist and direct pages. Last-click alone kills awareness content. Fold this into KSX discover→design→build→launch checks on staging so verbal alignment does not drop the requirement. Fold this into KSX Studio discover→design→build→launch: named owner, Definition of Done, staging proof, and rollback so verbal alignment does not drift.
Performance beside conversion
When slow pages convert poorly, fix performance first. Compare conversion by CWV bands. Fold this into KSX discover→design→build→launch checks on staging so verbal alignment does not drop the requirement. Fold this into KSX Studio discover→design→build→launch: named owner, Definition of Done, staging proof, and rollback so verbal alignment does not drift.
Privacy and tag governance
Consent mode, minimum fields, tag-manager permissions. Few accurate tags beat twenty duplicate pixels. Fold this into KSX discover→design→build→launch checks on staging so verbal alignment does not drop the requirement. Fold this into KSX Studio discover→design→build→launch: named owner, Definition of Done, staging proof, and rollback so verbal alignment does not drift.
Weekly dashboard
Three fixed questions: lead volume/quality, break steps, content contribution changes. If no owner, delete down to these. Fold this into KSX discover→design→build→launch checks on staging so verbal alignment does not drop the requirement. Fold this into KSX Studio discover→design→build→launch: named owner, Definition of Done, staging proof, and rollback so verbal alignment does not drift.
Checklist
- 1North star + counter-metrics written
- 2Event dictionary in code review
- 3Form success verified end-to-end
- 4Consent/privacy modes tested
- 5Weekly dashboard owner named
Key takeaways
- Marketing sites need product-grade event design.
- Attribution must protect awareness content credit.
- Privacy governance is a launch condition like metrics.
FAQ
- Is GA enough?
- Fine to start; B2B often needs CRM feedback and server-side events.
- Heatmaps?
- Useful in sampling phases—not a funnel substitute. Mind privacy.
- Compare locales?
- Locale on events; per-language boards—not totals only.