01Discovery
The commercial objective, the systems that already exist, the data available and the constraints that matter. If an objective cannot be measured reliably, this is where we say so rather than after spend has started.
02Scope & responsibilities
A written scope: deliverables, timelines, the measurement definition, the access required, and a fee structure separating our charges from platform and third-party costs. Responsibilities on both sides are named.
03Technical / campaign planning
Architecture, data model, API surface and tracking plan for engineering work; account structure, campaign types, budget and bidding approach for advertising work. Specified before anything is built.
04Build or implementation
Delivery against the agreed specification — application code, backend services, infrastructure provisioning, tracking implementation or account configuration.
05QA & validation
Functional testing on real devices and environments, plus validation that the instrumentation records what the specification said it would. A build that works but reports incorrectly has not passed.
06Deployment / launch
Staged rollout, controlled release or a limited initial budget, chosen so a problem is caught on a fraction of the exposure rather than all of it.
07Measurement
Events, conversions and attribution verified against the source before results are relied on or budgets scaled. Known limitations are written down rather than left implicit.
08Iteration
Changes made against evidence, each recorded with the reason and the intended effect, so a later shift in performance can be traced to an action rather than guessed at.
09Reporting & handover
Reporting on the agreed cadence with costs separated by category, and at the end of an engagement a documented handover and a clean return or removal of access.