Lesson 3 of 7
The Measurement Plan Document
The plan itself is usually a spreadsheet with one row per event. It is the single source of truth that analysts, marketers and developers all work from.
One row per event
| Event | When it fires | Parameters | Destinations |
|---|---|---|---|
| sign_up | Account created | method | GA4, Ads |
| purchase | Order confirmed | value, currency, items | GA4, Ads, Meta |
Around the event table, the plan records your KPIs and their definitions (what exactly counts as a "lead"), the owner of each event, and a priority so you build the high-value events first. Keep it living, and update it whenever tracking changes.
Key takeaway
One row per event with name, trigger condition, parameters and destinations. That table drives everything you build in GTM.