Measure a launch

Write a one-page brief

Before you launch, note the Site and offer, start and end time with time zone, your main goal, a few guardrail metrics, the audience, channels, price, delivery and the decision you will make afterward. If the offer is paid, check your Stripe connection and plan details.

Choose a fair baseline, like the last complete week, and note what differs: product, audience or promotion. Test the whole journey on mobile and desktop before you send traffic.

How do I set up tracking?

1. Pick one primary outcome: completed paid orders, free joins, bookings or another supported action.
2. Add supporting metrics: visits, product views, conversion, average order value, refunds, support requests and delivery problems.
3. Create consistent campaign links.
4. Log the channel, creative, destination and publish time for each.
5. Confirm the Tapmy date range, time zone and metric definitions.
6. Do a test action and check delivery or access.
7. Save the pre-launch baseline and the current state of the product.
8. Name someone to watch checkout, access and support during the launch.

If you want to learn what mattered, do not change price, page layout, targeting and creative at once. But if customers are blocked, fix that first.

What do I watch during the launch?

Look for serious failures first: broken links, checkout that will not open, missing delivery, wrong access, duplicate charges or a compromised account. Pause promotion if the buyer journey is badly broken.

Review at set times instead of reacting to every visit. Early conversion rates swing wildly on small samples. Keep unattributed traffic and refunds in view, and note any change to the page, price, campaign or offer.

How do I review the results?

Compare with the baseline over equal, complete periods. Show counts next to rates. Reconcile Tapmy and Stripe before you report cash. Split by source or device only when the sample is big enough and privacy is protected.

Write three lines: what happened, what probably helped and what is still unclear. Pick one next test or fix. Save the brief, final links, screenshots without personal data and the definitions you used.

What good looks like

• One primary outcome and clear safety guardrails.
• Tracking links and the full journey tested before promotion.
• Reports with counts, rates, period, time zone, Site and definitions.
• Revenue reconciled with orders, refunds and Stripe.
• One prioritized next action.

If the numbers look wrong

If traffic is missing, test the final URLs, redirects, in-app browsers, consent banners and blockers. If orders are missing, check Stripe connection, payment status, Site and dates. If conversion is low, walk through the journey before rewriting copy.

Attribution cannot capture every influence, and one launch does not prove cause.

Next steps

Read Understand traffic sources and attribution, Why analytics numbers do not match Stripe, and Create a weekly creator revenue review. For a live defect that hurts customers, contact Tapmy Support with exact times and redacted evidence.