Section 11 · Handoff

Next 30 days — what to fix and what to decide

Three execution items, three decisions to take. The execution work is independently valuable and parallelizable; the decisions unblock the next layer of analysis.

Top 3 actions

Execution — first 30 days

  1. Configure conversion key events. Page-scoped form_submit on the lead-bearing pages of ProDir and GSI (programs / events / designation-information sessions / contact / free-trial / registration); reconcile the duplicated cart_view on the GSI/ProDir property; add book_a_demo, contact_form_submit, and a meaningful pricing-engagement event on BoardConnex. Effort: 1.5–2 days across §10-P0.1, P0.2, P0.3. Owner: analytics implementer with GA4 admin access. Effect: every GA4 dashboard starts reporting real conversion volume — today they undercount by roughly 80%.
  2. Wire the LinkedIn Insight Tag and define conversion events. Verify the tag loads on governancesolutions.ca, professionaldirector.com, and boardconnex.com (search the page source for _lsl_partner_id). In Campaign Manager → Plan → Conversion Tracking, define the events that matter (form submit, demo request, course registration). Effort: 1–2 days, §10-P0.4. Owner: GTM admin plus Campaign Manager admin. Effect: the $861 already spent (and any future LinkedIn investment) becomes measurable, and LinkedIn's delivery algorithm can start optimizing toward outcomes.
  3. Roll out a UTM standard. Document the template (utm_source, utm_medium, utm_campaign, utm_content, utm_audience); audit the active set of owned-email and paid-social URLs; enforce via a shared spreadsheet of pre-built tagged links. Effort: 1.5 days plus ongoing discipline, §10-P1.2. Owner: campaign-trafficking lead. Effect: Direct's share drops toward 60% over 90 days as owned-campaign traffic gets correctly attributed; LinkedIn paid stops dispersing across linkedin.com / referral and Direct.

Three decisions to bring back to the team

Decision 01

Was the 2026 shift into Display intentional?

The year-over-year mix shows paid budget moving out of Paid Search (-96%), Paid Video (-99.7%), and Paid Other (-92%) and into Display (+412%). The data validates that move — Display is now the highest-CR channel by a wide margin. We need a quick yes/no from whoever holds the media plan, because the right next move depends on whether to protect the allocation that produced this result.

Decision 02

BrownGovernance and FinancialLiteracyCheck — in or out?

Both fire the production GA4 tag from outside the original SCAN scope. www.browngovernance.com shows 332 sessions and 2 key events; financialliteracycheck.com shows 32 sessions and 8 key events at a 25% CR. If they are active brands, bringing them into scope adds two small but live properties. If they are legacy deployments, the tag should be retired. Either way, the call is small but has to be made.

Decision 03

Where does The Governance Community actually live?

The brief asked for analytics on The Governance Community, but no path-specific data exists on the GSI GA4 property — no /community URL in the top pages, no campaign UTM containing "community", no event named for community participation. If it sits on a separate domain or behind a member portal, we need either GA4 measurement on that surface or a reporting export from the platform that hosts it.

What comes after the first 30 days

Once the P0 items in §10 are done, the next layer of work is unblocked: cross-property user stitching across BoardConnex (§10-P1.1), sector capture on lead forms (§10-P2.1), retargeting and visitor identification through the LinkedIn Insight Tag (§10-P2.3), and the ABM tracking options scoped in §08 (RB2B/Leadfeeder plus the utm_audience standard as the recommended first wave). The four areas missing from the original brief — email marketing analytics, podcast analytics, Paid Search, and Search Console linkage — are documented in §10 with effort estimates and can be sequenced into a follow-up engagement.

Where to start the next conversation

Open §09 for the consolidated tracking picture, §10 for the priority-ordered roadmap, and §08 for the ABM options ranked by effort and payoff. Numbered references throughout the deck (P0.1, P1.2, etc.) match the roadmap so any item discussed here can be traced back to its source.