The best measurement framework, with Lacoste.

An award from Search ’n Stuff for our measurement approach with Lacoste

The analytics and measurement approach we developed with Lacoste won an award in the first-ever awards program Search ’n Stuff held in 2026. For us, this award recognizes the work we put into going beyond collecting data and turning it into a structure that guides the brand’s decisions. We keep investing in analytics and measurement, as we have for years, with the goal of building a stronger foundation for decision-making for our brands.

The problem: the same sale, different numbers

For a brand selling through both a website and a mobile app, every ad platform reports its own measurement. Meta says one number, Google another, GA4 another and the app measurement tool yet another. Each is right from its own point of view; but put side by side, the total comes out far above the sales that actually happened. For anyone making budget decisions it becomes unclear which number to trust, and meetings turn into debates about which figure is right.

The solution: data read at a single table

In the measurement framework we built for Lacoste, we brought web and app data to the same table as the ad platforms' own measurements. We tied what counts as a conversion to a shared definition, standardized campaign naming rules and mapped events across platforms. So although the reports are fed by different sources, they began to speak the same language.

This isn't a one-off setup. When a new channel or campaign type is added, the framework is updated with it, and the health of the measurement is checked regularly.

The building blocks of the framework

We built the framework on four pieces. The first is shared conversion definitions: a sale, an add-to-basket and an app install meaning the same thing in every source. The second is a campaign naming standard: being able to read each campaign's channel, goal and audience from its name. The third is event mapping: linking events across the web, the app and the ad platforms. The fourth is regular health checks: periodically verifying that data is not missing or double-counted.

The result: faster, more confident decisions

It is now possible to read, with a single version of the truth, how much each campaign contributes to sales. Budget meetings are spent not on verifying numbers but on discussing the next step. For us, measurement isn't a reporting task but a direct investment decision. You can't spend well without measuring well.

We share this award with the Lacoste team we work with. If you're curious about the state of your own measurement setup, we can start with a short audit.