MYRA WORKS · EDITORIAL GUIDE · 15 OCT 2026
Separate intent from a confirmed outcome
A phone, email or booking-button click indicates intent. It does not prove that a conversation, reservation or sale occurred. Use separate event names and connect to a reliable downstream source where possible. For enquiry-driven businesses, sales records can help confirm enquiry quality.
Agree definitions before building a dashboard
Document the owner, trigger, source, allowed parameters and deduplication rule for each important event. Agree the reporting period, currency and channel definitions. A dashboard built without shared definitions can make disagreements look more precise without resolving them.
Use attribution as a model, not a complete record
Consent choices, external booking systems, cross-device behaviour and offline conversations leave gaps. Label observed, imported and modelled data separately. Report what can be known, what remains uncertain and which next experiment could reduce that uncertainty.
Questions before we begin
Can you guarantee a specific return on ad spend?
No. Return depends on the offer, market, pricing, capacity, budget and the reliability of revenue data. Targets should be agreed using a documented baseline and reviewed as evidence develops.
What is the first deliverable?
For a measurement-led engagement, a useful first deliverable is a measurement plan: business questions, conversion definitions, data sources, event requirements and known gaps.