TLDR

Track views, clicks, plays, and opens for every proof module. Tag location, above the fold or not. Compare against the prior 7 days and a like cohort. Keep winners, rotate the rest. Report one page, one verdict, scale or swap.

Why this matters

Proof should lift decisions, not sit pretty. Without tracking, you keep weak quotes and bury strong clips. With tracking, you show the right item in the right spot and protect RPM.

What to instrument

Create a tiny event map and stick to it. Name things once and never rename.

• proof_view, fires when a proof block becomes visible.
• proof_click, fires when a user expands a quote, taps “more,” or opens “view source.”
• snippet_view, fires when a 3 line snippet is visible.
• ugc_play and ugc_complete, fire on video start and 75 percent watched.
• review_submit, fires on successful form submit.

Attach the same attributes to all events, page_slug, module_id, module_type, position_above_fold yes or no.

Where to add events

• Hero proof row beside the first CTA.
• Pricing snippet under the math.
• Final nudge clip above the last CTA.
• Compact proof blocks inside feature sections.
• Proof wall cards for quotes, clips, and snippets.

Naming that stays clean

• module_type equals logo_row, quote, snippet, clip.
• module_id equals a short slug, for example pricing_snippet_a or hero_quotes_b.
• position_above_fold equals yes for anything in the first screen.

Dashboards that fit on one screen

Build two simple views, by page and by module.

By page

• Sessions, CTR to main CTA, trials, paid, refund rate.
• Proof exposure rate, percent of engaged sessions that saw at least one module.
• Delta versus prior 7 days and versus a like cohort without the module.

By module

• Views, clicks or plays, complete rate for clips.
• CTR change when the module is present.
• Paid conversion change when the module is present.
• Last refreshed date.

How to read the numbers

• Start with exposure, at least 70 percent of engaged sessions should see hero proof.
• Check effect, hero proof should lift CTR 15 to 30 percent.
• Check pricing snippet, expect 10 to 20 percent lift in paid when visible.
• Check the clip, watch complete rate 35 to 60 percent on engaged sessions.
• If a module shows no lift for two consecutive weeks, swap it.

Targets to keep

• Proof exposure on LP, 70 percent plus of engaged sessions.
• LP CTR, plus 15 to 30 percent with hero proof.
• Paid conversion, plus 10 to 20 percent with pricing snippet and clip.
• Refund rate, down 10 to 20 percent after expectations are clear.
• Staleness, under 20 percent of modules older than 180 days.

Weekly readout, five lines only

• What moved, name the page and module.
• What stalled, name the page and module.
• What you will test, swap A for B, or move position.
• What you will remove, list stales or weak items.
• One note on consent or removals, zero overdue.

Common mistakes

• Mixing UTMs into internal links, use events instead and keep UTMs for acquisition.
• Tracking only plays, not completes, then overvaluing long clips.
• Rotating too often, never letting a module reach significance.
• Comparing unlike pages, keep a like cohort baseline.
• Hiding the source in a footnote, then losing trust and clicks.

Fast fixes

• Low exposure, move the first proof row higher and shorten quotes to 120 characters.
• Weak clip performance, add burned in captions and a clearer thumbnail.
• Snippet doubt, add “view source” and a crisp redacted screenshot.
• Stale library, schedule a 30 minute monthly swap, three in, three out.

Implementation notes, light and practical

Use one data layer format across pages. Fire events when the block is 50 percent visible. Send attributes with every event. Store a simple modules table so you can join performance to last_refreshed and location.

FAQ

What is a like cohort for comparison
It is a group of sessions or pages similar in intent and traffic source that did not show the module. You compare lift against that group, not against your entire site.

How long should a test run
Run a full week, cover weekdays and weekends, or until you have at least 300 engaged sessions per variant.

Do I need scroll tracking too
Yes. Use it to confirm that pricing and the snippet actually get seen. Low scroll means layout work, not proof work.

Can I reuse a winning module across pages
Yes, but match context. Pricing pages get math plus a result. Comparison pages get head to head snippets.

How do I handle seasonality
Compare to the prior 7 days and to last year’s same week when possible. Keep notes in the weekly readout.