A measurement plan for a company site writes which contact counts as an enquiry. If the form sits in one report and the WhatsApp click in another, the board sees two businesses. HED Creative hands the plan over as a table in discovery. A tool screen does not replace it. Berlin and Ankara use the same event name. One accountable partner keeps that name stable.
One event, two doors
The event is named enquiry. The doors are the form, WhatsApp and, where you use it, a mail link. All three write the same event once, with the page and the language beside it. Double counting happens when a visitor uses both doors. The plan says how the second door in the same session is dropped. If it does not say that, the report inflates. The international brief should show this rule in one sentence.
What is not counted
A page view is not an enquiry. A file download is a separate event only when the sheet is tied to a sale. Otherwise it is noise. A field asking where the visitor heard of you is not measurement. Channel is read from the tag the link carries. Without a tag, the channel stays unknown. A source is not invented. An invented source spoils the next decision.
Who owns the account
Analytics and the ads property are opened in your account. Agency access is an invitation, not ownership. The plan keeps property names stable, or the old form and the new form never join. The privacy note states which event carries personal data. Raw form content is not pasted into an ads tool. The scope names the account owner.
Channels are compared only after a definition
Organic, paid and direct can be compared only when the event has one definition. Until then, the question of which channel is better waits. A form that falls because the page is slow is not blamed on the channel. The plan points at the handover condition for speed. A ranking promise does not enter the plan. A report does not present an undefined event as success.
To ask for the plan in writing, add the name of the current report on website development. Visibility work uses the same event definition as the SEO scope. The fields: quote form fields.