Measurement architecture
Define conversion events, campaign identifiers, source handling, data ownership, and the reporting questions that matter.
Growth + conversion + acquisition measurement
Connect marketing activity to business results.
Zyel builds the tracking, funnel, attribution, reporting, and operational connections needed to understand what creates a customer or donor—and what it costs.
FocusConversion, attribution, and cost
First moveDefine the decision the data must support
OutcomeMeasurement people can act on
The operating problem
More tracking does not automatically create better decisions.
A useful measurement system connects the campaign, audience, experience, conversion, customer or donor record, downstream result, and cost. Without that chain, dashboards can be precise and still answer the wrong question.
Zyel works backward from the decision: which campaign to scale, which audience to stop buying, which funnel step to repair, or which acquisition cost the business can sustain. Tracking and reporting are designed around that operating question.
What Zyel delivers
A complete working layer, not a disconnected artifact.
Funnel experiences
Build or improve landing pages, forms, donation or purchase flows, and the handoff into operational systems.
Attribution and cost connections
Join campaign, customer, donor, order, and spend data at the level the business can responsibly support.
Decision reporting
Surface acquisition cost, engagement, exceptions, and comparable campaign results without inventing certainty.
How the work moves
From evidence to production.
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01
Define
Choose the conversion and downstream outcome that represent real value.
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02
Instrument
Capture the smallest reliable set of events and identifiers across the funnel.
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03
Connect
Reconcile campaign activity with customer, donor, order, and cost records.
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04
Improve
Use comparable results to repair the funnel and allocate effort with better evidence.
Relevant evidence
See the systems behind the service.
March of Dimes
Connecting fundraising campaigns to donor acquisition cost
Integrated direct-mail tracking, early donation funnels, campaign cost profiling, engagement measurement, and donor-level acquisition analytics.
Read the evidence TYRA BeautyOperational context for offers and sales-channel attribution
The archived environment includes campaign, offer, referral, social-sales, fee, and exception-handling work, with claims carefully limited to verified evidence.
Read the evidenceStart with the operational version