Define the decisions first
Analytics should start with the questions the business needs answered, then map those questions to events, dimensions and reporting.
Measurement Infrastructure
Website analytics that answers business questions, not merely counts visitors.
DSDillon structures website analytics around the actions that matter: which sources bring qualified visitors, which pages influence inquiry, where users drop off and which campaigns produce measurable commercial outcomes.
MARKETING ATTRIBUTIONHow it works
Campaign → Website
Capture the referring source and campaign when that information is available.
Visit → Inquiry → Outcome
Why it matters
How this affects your business
01
Vanity metrics can hide weak commercial performance.
02
Broken or duplicated tracking can distort decisions.
03
Without event definitions, teams measure whatever the tool happens to show.
Example customer journey
See how a visitor becomes an inquiry.
Choose a channel to see an example of how someone might find your website and contact you. This illustration uses sample journeys.
01SOURCEGoogle
02LANDINGBusiness Email
03ACTIONHealth Check
04OUTCOMEQualified Inquiry
Track meaningful behavior
Forms, calls, email clicks, qualified page journeys and campaign parameters can be measured so traffic is connected to action.
Protect data quality
Internal traffic, bots, duplicate tags, cross-domain behavior and consent requirements can all affect whether the numbers are trustworthy.
Analytics
First-Party Analytics, Conversion Tracking & Attribution
First-party analytics and lead tracking to help you understand where inquiries come from and how they connect to sales.
Professional
$2,500one-time
For one website and its main inquiry or purchase process.
- First-party analytics setup
- Core conversion tracking
- Lead tracking setup
- Capture of inquiry sources
- Measurement validation
- Initial reporting setup
Pay by credit or debit card. Checkout asks for your contact details and information about the work you need.
Broader coverage
Advanced
$5,000one-time
For several marketing channels and more detailed lead tracking.
- Everything in Professional
- Tracking for more actions
- Source information from several marketing channels
- Funnel measurement
- Detailed mapping of inquiry and purchase steps
- Business reporting setup
Pay by credit or debit card. Checkout asks for your contact details and information about the work you need.
Executive
$10,000one-time
For connected business systems and more complex reporting needs.
- Everything in Advanced
- Tracking across connected systems
- Detailed attribution setup
- Key measures for management
- Data-quality checks and responsibilities
- Priority implementation and validation
Pay by credit or debit card. Checkout asks for your contact details and information about the work you need.
Related DSDillon resources
Keep working through the issue
Related guides and services that can help you continue the diagnosis.
Related guidance
Explore more about Website Analytics
Conversion evidence, lead tracking and commercially useful reporting.
