Proposal · RFP v2.1
11. Conversion and measurement
Chrysal Website 2027 · Extended draft · 19 October 2026
RFP-hoofdstuk 11
From reach to commercial value
Five measurement levels connect authority, engagement, intent, commercial contribution and editorial adoption.
Our response & approach
Assessing existing measurement data first
Afdeling Online can build on the knowledge of the current website and measurement setup that, according to the briefing, is already available. Before the strategic session, we check the available GA4, GTM and Search Console data, the current conversions, differences between markets and important landing pages. We also assess the quality of that data. This allows proven strengths to be retained and prevents us from carrying measurement errors over to the new website.
Checking the measurement plan and tracking
The goals and customer journeys inform a measurement plan with event definitions, parameters, consent conditions, reporting and an owner. Where appropriate, we reuse the existing GA4 property and GTM container for historical continuity and document changes. Outdated tags and unwanted duplicate measurements are cleaned up. New events are checked first in a test environment and then in production.
| Level | Proposed measurement | Use in the evaluation |
|---|---|---|
| Authority & reach | Organic visibility by market and theme, relevant landings, AI mentions and recognizable referrals. | Are we reaching the topics and professional target audiences that matter? |
| Engagement | Use of knowledge, search queries, zero results and progression to relevant content. | Does the content genuinely help the visitor move forward? |
| Intent | Downloads, searches for a contact or distributor, form starts and further exploration of propositions. | Where does a concrete support need arise? |
| Commercial contribution | Successful inquiries and, where feasible, feedback linking them to qualified leads and opportunities. | Which routes contribute to useful commercial conversations? |
| Editorial adoption | Independently completed tasks, publication time and routine questions to developers. | Does the CMS deliver the intended independence? |
Examples of measurable events
Examples of events are search, view_solution, download_document, find_distributor and generate_lead. We measure a lead after confirmed successful processing, not just when submit is clicked. Parameters can include domain, content ID, market and form type. Personal data and unfiltered free-text search or form fields are not sent to GA4. Repeat visits can only be interpreted to a limited extent due to consent and browser restrictions.
Dashboard and lead feedback
We deliver a Looker Studio dashboard with a global view and relevant market filters. Where a CRM integration is practical and permitted, an inquiry ID can enable feedback. Core includes routing and export; a direct CRM integration depends on the interfaces and is budgeted as a defined option in Recommended. A sales lead is only called ‘qualified’ when sales confirms this. The first joint evaluation takes place two weeks after launch.
“A measurement only gains value when we know which choice we want to improve with it.”
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