Measurement design table (excerpt)
From a delivered Measurement Blueprint (client redacted)EVENT MAP (excerpt) | Step | Event name | Where fired | Counts as | |-----------------|-------------------|--------------------|-----------------| | Quote form view | view_quote_form | /quote page load | engagement | | Quote submitted | generate_lead | form success | PRIMARY conv. | | Call click | click_to_call | tel: link tap | secondary conv. | | Booking | purchase ($value) | booking confirm | revenue | ROAS MATH: avg job value $410 × 38% close rate = $155.80 value per lead. Break-even CPL = $155.80. Target CPL at 2.5x ROAS = $62. Kill threshold: CPL > $110 for 14 days.