What to change
A shared brand does not establish shared analytics configuration. Map the actual domain sequence, then ask the measurement owner to explain the supported cross-domain setup and relevant consent behaviour. Test both sides with fictional activity using the documented debugging process. If continuity cannot be supported in the present arrangement, report that limitation and choose a defensible intermediate measure rather than pretending the journey is completely observed.
A worked example
Illustrative example
Illustrative test: The reviewer can explain continuity or its known limitation at each transition. A visitor may move from a service guide to an organisation-controlled booking domain. Shared branding makes the journey feel continuous, but the measurement owner shows that the accounts do not currently support full continuity. The practice records that limit and chooses an appropriate intermediate action measure while the configuration is reviewed. A later supported test can establish a broader claim; until then, the dashboard should not imply the entire journey is observed.
What this means for your practice
Two domains can share your brand while using different measurement arrangements. A visitor moving between them may appear to start a new journey or acquire a different source. Ask your measurement owner to map the real sequence of domains and explain what continuity is supported, including the relevant consent behaviour. Trace fictional activity across both sides using the approved testing method. If the present setup cannot connect the whole journey reliably, report that limit and choose a defensible intermediate measure. A referral exclusion alone should not be described as complete cross-domain tracking. Your team needs an account of what the evidence actually follows, not a reassuring assumption based on shared branding.
How to check the result
The report's interpretation matches the demonstrated cross-domain behaviour.
A mistake to avoid
Referral exclusions and cross-domain configuration should not be treated as interchangeable controls.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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