Every User Journey Has 3 Stages. Track All of Them — Not Just the Last One.
Ask, Consider, Transact — three stages every user goes through before they become a customer. The A.C.T. Results framework shows you how to define each stage for YOUR business and set them up as GA4 events so you can see which traffic sources actually drive results.
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Ask — They Found You
The moment someone becomes familiar with your brand. Visiting a product page, landing on a blog post, seeing your ad. Define what "Ask" looks like for each of your user journeys.
Consider — They Engaged
They didn't bounce — they interacted. Adding to cart, scrolling through a sales page, posting a question. The middle step most marketers skip tracking entirely.
Transact — They Converted
The result you're after. A purchase, a lead form, an affiliate click. Plus how to set these up as GA4 events and see which traffic sources drive each stage.
Includes the A.C.T. Results Planner — a fill-in spreadsheet to map every user journey in your business.
GA4 can tell you that 500 people visited your pricing page and 12 converted. Useful. But it doesn't tell you the story of HOW those 12 got there — which page they landed on first (Ask), what they interacted with along the way (Consider), and what finally got them to buy (Transact).
A.C.T. Results is the framework for defining those three stages for every user journey in your business, then setting them up as GA4 events. Once they're in place, you can pull a Traffic Acquisition report and see which sources are better at driving which stage — organic might win at Ask, but email closes the Transact.
- ✓ eCommerce? Ask = product detail page. Consider = add to cart. Transact = checkout. Three events, one journey.
- ✓ Content marketing? Ask = aware of a blog post. Consider = engages with it (scrolls, comments). Transact = becomes a lead.
- ✓ Affiliate site? Ask = visits the blog. Consider = scrolls and reads. Transact = clicks the affiliate link.
- ✓ Every business has multiple user journeys. The A.C.T. Results Planner helps you map each one with columns for Ask, Consider, Transact, and implementation notes.
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The Results Key in the Measurement Marketing Framework
A.C.T. is the "Results" piece of Jeff's Measurement Marketing Framework (Step 2: Build). Once your A.C.T. events are in GA4, they connect naturally with your Traffic and Story — you can finally see which traffic sources drive which results at each stage of the journey.
Ask. Consider. Transact. Three stages, every journey.
Download the PDF, map your user journeys with the A.C.T. Results Planner, and set them up as GA4 events. You'll finally see the full story of how users move from first touch to conversion.