What matters
An e-commerce business may measure orders, inquiries or another purchase step. The acquisition plan should identify the intended event and distinguish it from activity such as page visits that does not itself represent a customer purchase.
Put it into practice
- Define the target purchase event
- Connect the message to the offer
- Review the path from discovery to outcome
An example in practice
A brand receives product questions before orders. Its review separates those conversations from completed purchases instead of combining both as sales.
What to track
Track the defined purchase event and its supporting steps.