Deliver questions, event definitions, collection boundaries and interpretable reports. Separate browsing, qualified enquiries, sales and test activity.
Data and analytics · Working details
Define the questions first, then choose relevant browsing and enquiry measures to inform the next improvement.
Working material
Define event triggers, parameter meanings and exclusions. Page views, qualified enquiries and sales are separate stages and should not be combined as one conversion measure.
Delivery and checks
Verify events through a known test journey and exclude test records. Date page and collection changes so comparisons use consistent definitions.
Related practical notes
Define the questions first, then choose relevant browsing and enquiry measures to inform the next improvement.
External references
Project discipline
Define external references responsibilities, inputs, collaborators and review outcomes. This page describes a discipline; staffing is agreed for each project.
Component maintenance
Project discipline
Define component maintenance responsibilities, inputs, collaborators and review outcomes. This page describes a discipline; staffing is agreed for each project.
Practical notes
What you need to know about moving from Google’s Universal Analytics to GA4
Map events with triggers, parameters and tests. Avoid combining differently defined metrics into one trend during parallel reporting.
Practical notes
Plan human review for AI content
Generating a whole website and then looking for someone to check it encourages a rushed review. Decide beforehand which material is available, which statements need approval and who can publish the result. The draft can then be built around information that is possible to verify.
Practical notes
What is server-side tagging – and why do you need it?
Inventory fields, purposes and recipients entering and leaving the server. Moving collection does not automatically create consent or remove disclosure responsibilities.
Practical notes
Google Analytics 4 (GA4) vs Universal Analytics (UA): Your questions answered
Document differences between old and new metric definitions and observe them in parallel. Check collection conditions before combining trends.
Practical notes
Google Analytics 4 tips and tricks
Verify event names, time zones and filters before interpreting page and enquiry relationships. Label test events separately from customer activity.
Practical notes
What’s next after Google Optimize’s sunsetting?
Export hypotheses, variants, audiences and outcomes and remove obsolete scripts. Validate measurement definitions before comparing a replacement tool.
Practical notes
The realities of tracking brand visibility in AI search in 2026
Fix queries, region and sampling method and retain answers and sources. Use repeated observations rather than claiming stable ranking from one mention.
Practical notes
7 digital marketing metrics every marketer should be measuring
Separate traffic, acquisition, engagement, enquiries, conversion, cost and retention. Select measures that will change the next decision rather than filling a dashboard.
Practical notes
Tracking with consent: what you need to know about cookie pop-ups
Describe actual purposes and make choices affect scripts. Check network behaviour after refusal rather than only dismissing a banner.
Practical notes
A/B testing, personalisation and marketing automation with Umbraco 8
Fix one page and one primary measure before comparing two clearly different variants. Record the variants, audience rules and observation period together.
Related practical notes
Define the questions first, then choose relevant browsing and enquiry measures to inform the next improvement.
Practical notes
How to choose the right CMS
Use an article, product and approval as sample tasks. Have real editors author, preview and restore content and record assistance and maintenance costs.
Practical notes
Building a martech stack
Map acquisition, content, email, analytics and customer records, including existing tools. Before adding a system, check export, synchronisation and maintenance ownership.
Practical notes
Plan human review for AI content
Generating a whole website and then looking for someone to check it encourages a rushed review. Decide beforehand which material is available, which statements need approval and who can publish the result. The draft can then be built around information that is possible to verify.
Practical notes
How to create a digital strategy roadmap
Separate current problems, near-term improvements and later experiments, with owners and evidence. Keep the rationale for roadmap changes traceable.
Practical notes
How to perform a website audit
Sample navigation, copy, images, forms, search and mobile tasks. A successful response establishes reachability, not correct content or behaviour.
Practical notes
How to brief a digital agency
State the business, audience, pages, available material and decision-maker. Clarify budget and timing conditions and identify specific reference sections.
Planning headless CMS content
Download this editable planning headless cms content to record current work, open questions and owners. OXOAK examples can be adapted to the project.
Digital product design workbook
Download this editable digital product design workbook to record current work, open questions and owners. OXOAK examples can be adapted to the project.
Practical notes
Why conducting a content audit is essential
Record URL, topic, owner, validity and action. Distinguish duplicates, outdated material and unsupported claims rather than deciding from traffic alone.