A number you can't trace shouldn't decide a budget.

Every site we build ships with its own traffic dashboard, logged at the edge and password-protected, alongside GA4 and Search Console confirmed firing on launch day. The first-party count is the one we quote, and GA4 is the second source, because a tag in the browser misses every visitor whose browser blocks it. Search Console and Bing Webmaster Tools are verified under your ownership, and Google's own help page describes an owner as having full control while a full user only views and acts.

Strategy here means a written plan you can hand to anyone: what we'll measure, what each channel is for, and what would make us stop doing something. Michael spent fourteen years in hospital IT, including as IT Security Officer for three hospitals, and the habit carried over: a baseline before any change, every change logged with its date, and a record someone else could audit.