Measurement plan and event taxonomy
Define the real users, inputs, constraints, dependencies, and outcome before choosing the implementation.
Digital experience + growth
Analytics & Dashboards
Instrument meaningful journeys and build dashboards that connect acquisition, engagement, conversion, and downstream outcomes.
The operating context
Where this work earns its place.
Analytics begins with the questions a team must answer. Zyel defines events, identities, consent, campaign context, and downstream joins before building GA4 views or custom dashboards, so measurement remains comparable and actionable.
- Traffic reports do not explain user or business outcomes.
- Event naming and conversion definitions vary across teams.
- Campaign, product, donor, or customer data cannot be reconciled.
What the work includes
A complete delivery path.
GA4, tag, and first-party event implementation
Design and build the working layer with explicit states, exceptions, and ownership boundaries.
Funnel and outcome dashboards
Connect the capability to the surrounding application, data, providers, infrastructure, and team workflow.
Validation, consent, documentation, and decision cadence
Ship deliberately, verify the production path, document the operating model, and leave the next change safer.
How Zyel works
Evidence before abstraction.
- 01
Trace the current system.
Inspect the repository, data, workflow, runtime, vendors, constraints, and people already doing the work.
- 02
Choose the leverage point.
Separate urgent risk, valuable capability, and optional polish so the first move changes the operating outcome.
- 03
Build through the seams.
Carry design, engineering, integration, infrastructure, and operational states as one coherent implementation.
- 04
Prove it in production.
Test the real user path, failure behavior, measurement, deployment, and ongoing ownership before calling the work complete.
Project evidence
See where this capability appears in the work.
March of Dimes
Connecting fundraising campaigns to donor acquisition cost
Read the project Bold NewsNews intelligence built around evidence
Read the project TYRA BeautyTurning a television moment into a digital launch
Read the project Salvation Army Giving TreeConnecting a seasonal giving campaign to fulfillment
Read the projectStart with the working problem