We define a measurement plan based on the objectives of the project, gathered in the briefing with the client.
The objectives are measured through KPIs. Macro conversations are defined as those that lead us to primary objectives (a sale, a download, a budget request). Micro conversations such as those that assist in macro conversations (registration of a user, recommendation in social networks, download the company dossier).
Once the measurement plan is defined, it is implemented onto the website, apps and social networks.