Ask a team what their analytics tell them and you will often hear about sessions, bounce rates and page views. Ask what decision those numbers changed last month and the room goes quiet.
The problem is rarely the tool. It is that tracking was set up to collect everything rather than to answer anything.
Start with five questions
Write down the five business questions you most need answered. Which channels bring customers who come back? Where do qualified leads drop out? Which pages help people decide? Each question points to a small number of events worth tracking properly.
- Define each event once, in writing, with an owner.
- Implement it in code and test it like any other feature.
- Respect consent. Data collected without it is a liability, not an asset.
A smaller, trustworthy data set beats a large one nobody believes. Once the five questions have reliable answers, add the next five.