What to change
Internal promotion and external acquisition answer different questions. Ask what the team wanted to learn from the banner tags, then choose an approved interaction measure for that placement instead of reusing arrival labels without analysis. Trace a fictional externally sourced visit through the internal link to show the current effect. Preserve the useful placement question while documenting how the revised setup keeps source interpretation coherent across the journey.
A worked example
Illustrative example
Illustrative test: The placement remains measurable and the analyst can explain the journey's source classification. A homepage banner may use a campaign tag merely to count how often visitors follow it. The analyst traces a fictional external campaign arrival through that internal link and explains the resulting source treatment. The team replaces the placement measure appropriately while retaining the question about banner use. The review then demonstrates both the internal interaction evidence and a coherent account of how the visitor originally arrived.
What this means for your practice
A banner inside your website answers a different question from a campaign that brings someone to the site. Using arrival-style campaign labels on internal links can make the source story difficult to interpret. Ask what the team wanted to learn from the banner: whether people noticed it, followed it or completed a later action. The measurement owner can then choose an appropriate interaction measure for that purpose. Trace a fictional external arrival through the banner before and after the change. Preserve the useful placement evidence while keeping its meaning separate from acquisition. Simply stripping the labels without understanding their purpose can discard information the practice still needs.
How to check the result
Internal navigation is no longer presented as an unexplained new acquisition source.
A mistake to avoid
Removing tags without considering their purpose can discard useful placement evidence.
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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