The initial landing-page metric is qualified replay bookings per eligible session. The business metric is gross profit from activated customers.
| Stage | Canonical event |
|---|---|
| Public page | marketing.page_viewed |
| Storm lookup | storm_lookup.completed |
| Replay | replay.preview_viewed |
| Request | replay.requested |
| Booking | meeting.booked |
| Qualification | lead.qualified |
| Audit | audit.delivered |
| Proof sprint | proof_sprint.won |
| Activation | workspace.activated |
| Continuity | subscription.started |
| Expansion | subscription.expanded |
Browser events measure interaction. Server events remain authoritative for bookings, qualification, payments, activation, and retention.
Test large commercial questions before visual details:
- Compare deployment, process-failure, and customer-protection messages.
- Compare Request a Demo, Replay My Last Storm, and Find My Last Storm.
- Compare a static screenshot, interactive replay, and readiness score.
Define one primary metric, business guardrails, a written hypothesis, and stable variant identifiers. Preserve losing tests and downstream sales outcomes.
Early traffic may not support reliable split tests. Use customer interviews, sales-call evidence, first-selection tests, and outbound response quality before optimizing minor design choices.
Do not send raw sensitive contact data to general analytics tools. Join systems with controlled internal identifiers and consent-aware events.