Generate a measurement plan
Produces a two-page measurement plan in Markdown: objectives in plain language, one indicating conversion each, a named source of truth, a value definition and a sign-off block. It exists to prevent the most expensive failure in this field, which is a technically flawless implementation of the wrong thing — and which is only visible months later when someone asks why the numbers don't answer the question.
Free30 minutesNo obligation
Generate a measurement plan
Produces a two-page measurement plan in Markdown — objectives, one indicating conversion each, a named source of truth, a value definition and a sign-off block. It exists to prevent the most expensive failure in this field, which is a technically flawless implementation of the wrong thing.
The system whose record decides whether a conversion happened.
Fill in Business or property, Plan owner, Source of truth, Business objectives, one per line, Indicating conversion per objective, one per line to generate the output.
Plan generator · what breaks
What this tool is for — Plan generator
- 01
You're about to commission tracking work
And want the brief written first.
- 02
Nobody agreed what to measure
So the numbers get disputed.
- 03
You're onboarding an agency
And want a document they build against.
Plan generator · the fix
What you get out of it — Plan generator
A structured plan in Markdown
Ready for your wiki or a document.
A sign-off block
Which is what prevents the later argument.
Warnings on the two common mistakes
Missing source of truth, and more conversions than objectives.
Plan generator · architecture
Why the plan comes before the tags
Most tracking rebuilds we're asked to do are re-implementations rather than repairs — the first build was correct and measured the wrong thing.
- 1
A correct implementation of the wrong thing is still wrong
And it's far more expensive to discover, because everything looks like it's working.
- 2
An unnamed source of truth guarantees a dispute
Every argument about whose number is right traces back to nobody having written it down.
- 3
More than one conversion per objective confuses bidding
It optimizes toward an average of things you value differently.
- 4
Sign-off is the point
A plan nobody agreed is a document. A plan marketing and finance both signed is a reference.
Plan generator · diagnose
What this tool cannot tell you — Plan generator
Stated up front, because a tool that implies more confidence than it has is worse than no tool. These are checks you have to run yourself.
- 01
Whether your objectives are the right ones
That's a business question. The plan just makes them explicit.
- 02
Whether the conversion actually indicates the objective
Worth arguing about with whoever signs it off.
- 03
Whether your source of truth is reliable
It records what you named. Whether that system's data is clean is a separate question.
- 04
Anything about your implementation
This is the brief, not the build.
Plan generator · prove
How to confirm the result — Plan generator
Against your own records, not against the tool's output.
Source of truth
the system you name in the plan itself
- A written plan signed off before implementation started.
- One indicating conversion per objective.
- A named source-of-truth system with an owner.
- A value definition with a documented derivation.
- Reconciled over a fully closed window, matched per record rather than on totals.
- Re-checked after your next site release, which is when most breaks happen.
Plan generator · free audit
What we check in the free audit
- Whether your objectives are the right ones
- Whether the conversion actually indicates the objective
- Whether your source of truth is reliable
- Anything about your implementation
Checked against
the system you name in the plan itself
Free30 minutesNo obligation
Plan generator · when not to buy
Why this isn't gated — Plan generator
There's no email form in front of it, and that's deliberate.
- A tool you have to pay for with your contact details is a lead form wearing a costume. If this is useful, it should be useful without a transaction.
- Everything it does runs in your browser. There is no endpoint, so there is nothing for us to collect even if we wanted to — open your network tab and check.
- It will tell you when you don't have a problem. That outcome costs us a sale and happens regularly, which is the point of publishing it rather than putting it behind a call.
- If it does find something and you'd rather fix it yourself, the reference pages on this site cover the how. Hiring us is one option, not the conclusion.
Plan generator · what we deliver
What it checks — Plan generator
Source of truth named
Refuses to produce a clean plan without one.
Objective-to-conversion ratio
Warns when they don't match one to one.
Value definition present
Or flagged as a gap you should acknowledge.
Validation section included
With per-record reconciliation rather than totals.
Pricing
Pick the package that fits your ad spend
Browser-side starter
$400One-time fee · lifetime ownership
If the tool found something and you'd rather not fix it yourself: we repair the root cause in your existing setup and verify it on a live conversion.
- Root cause fixed, not worked around
- Verified on a live conversion
- Reconciled against your own records
- Written handover
1st-party server-side
Recommended$800One-time fee · most popular
Removes the class of failure rather than the instance. Money events from your own records through a first-party container on your subdomain.
- First-party server container on your own subdomain
- Events from your records, not the browser
- Deduplicated on a shared event ID at every destination
- First-party cookies beyond Safari's 7-day cap
- 95%+ accuracy and 8+ Meta EMQ, guaranteed in writing
Full 1st-party stack
$1,800One-time fee · lifetime ownership
Every paid channel server-side plus the offline loop, with monitoring so the next break surfaces in days rather than at quarter end.
- Everything in 1st-party server-side
- Pinterest, Snapchat, Reddit and LinkedIn CAPI
- CRM and offline conversion loop
- Refunds and cancellations corrected wherever each platform allows it
- Monitoring on every destination
FAQ
Plan generator questions, answered
Two pages. One that nobody reads has failed at its only job, and length is the usual reason.
Whoever will quote the numbers — usually marketing and finance together. That signature is what prevents the dispute later.
Say so in the plan and use volume-based optimization for now. An acknowledged gap beats an undocumented guess.
It's plain Markdown — edit it however you like. It's a starting structure, not a form to submit.
Free · 30 min
Get the plan and the build done together
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