Measurement Plan Wizard
Answer a few questions and get a ready-to-implement GA4 measurement plan for your business
What type of business is this for?
This determines which events, KPIs, and tracking priorities are recommended.
What are your primary goals?
Select all that apply. These shape which KPIs and events go into your plan.
What key actions can visitors take?
Select the conversion and micro-conversion actions available on your site.
What Is a Measurement Plan?
A measurement plan (sometimes called a tracking plan or analytics brief) is a structured document that defines what you track, why you track it, and how events map to business goals. Without one, teams end up with inconsistent event names, missing data, and reports that don’t answer real business questions.
A good measurement plan bridges the gap between business objectives and technical implementation. It’s the first thing you should create before writing any GTM tags or GA4 event code.
Business Goals
What does success look like? Revenue, leads, engagement?
KPIs
Which metrics prove you’re hitting those goals?
Events
What user actions need to be tracked to compute the KPIs?
Parameters
What extra data (dimensions) do you need with each event?
Frequently Asked Questions
A good measurement plan covers event names, parameters, triggers, and which KPIs each event supports. For a typical website, 15-30 custom events plus GA4’s enhanced measurement events is a solid starting point. Over-tracking is almost as bad as under-tracking — focus on events that tie to decisions.
Use GA4 recommended events whenever they match your use case — they come with built-in reporting benefits. For actions specific to your business that don’t map to a recommended event, create custom events with clear, descriptive names following a consistent naming convention (e.g., snake_case).
Review your measurement plan quarterly, or whenever there’s a major site redesign, new product launch, or change in business goals. The plan should be a living document — not something you create once and forget. Keep it version-controlled (even a Google Sheet works).
Ideally, it’s a collaboration between marketing (what to measure), analytics (how to measure), and development (how to implement). At minimum, you need someone who understands the business goals and someone who understands GA4/GTM technical requirements.
No. This wizard runs entirely in your browser. Your selections and the generated plan never leave your device. You can copy the plan and store it wherever you prefer.