Document Type: Standard
Status: Canon
Authority: HeadOffice
Parent: Governance
Applies To: All MWMS funnels, landing pages, websites, and conversion environments where user behaviour precedes a measurable outcome
Version: v1.0
Last Reviewed: 2026-04-23

Purpose

The MWMS Pre Conversion Signal Tracking Standard defines how MWMS captures and interprets behavioural signals that occur before a conversion event.

Most tracking systems focus on:

• final conversions
• end-state outcomes

This provides limited insight into:

• user intent
• behavioural progression
• friction points
• decision hesitation

This standard ensures MWMS captures:

→ the behaviour leading to conversion or drop-off

Core Principle

Conversion is the result.

Pre-conversion behaviour explains the result.

Without pre-conversion signals:

→ optimisation is guesswork

Scope

This standard governs:

• behavioural signal capture before conversion
• interaction tracking within funnels
• engagement signal definition
• friction signal detection
• drop-off signal identification

This applies to:

• landing pages
• bridge pages
• VSL pages
• lead forms
• checkout flows
• multi-step funnels

Pre Conversion Signal Definition

A pre-conversion signal is any measurable interaction that occurs before a defined conversion event.

These signals indicate:

• intent
• interest
• hesitation
• engagement
• friction

Signal Categories

1. Intent Signals

Indicate user willingness to take action.

Examples:

• CTA click
• repeated CTA interaction
• pricing section interaction
• product link click

2. Engagement Signals

Indicate attention and consumption.

Examples:

• scroll depth
• time on page
• video play
• video progress milestones

3. Interaction Signals

Indicate active user behaviour.

Examples:

• button interaction
• link clicks
• navigation interaction
• content expansion

4. Form Signals

Indicate conversion intent and friction.

Examples:

• form_start (focus)
• form_interaction (field change)
• form_exit (blur)
• form_submit
• form_abandon

5. Friction Signals

Indicate difficulty or hesitation.

Examples:

• repeated field edits
• rapid back-and-forth interaction
• high engagement with FAQ or objections
• long delay between steps

6. Drop Off Signals

Indicate exit without conversion.

Examples:

• page exit before submission
• abandonment after interaction
• exit after CTA click but before completion

🔴 Required Signal Coverage

All MWMS funnels must track:

• at least one intent signal
• at least one engagement signal
• form signals where applicable
• drop-off indicators

🔴 CTA Interaction Requirement

Every conversion funnel must track:

• primary CTA click
• secondary CTA interactions (if present)

CTA interaction is the first strong intent signal.

🔴 Form Interaction Requirement

Where forms exist, the system must track:

• form start
• field interaction
• field exit
• form submit
• form abandonment

🔴 Video Engagement Requirement

Where video is present, the system must track:

• video start
• key progress milestones (e.g. 25%, 50%, 75%)

🔴 Scroll Depth Requirement

Landing pages must track:

• meaningful scroll thresholds

Examples:

• 25%
• 50%
• 75%
• 90%

🔴 Drop Off Detection Requirement

Systems must detect:

• exit before conversion
• abandonment after intent signals

🔴 Funnel Step Awareness

All signals must include:

• funnel step
• page context

This allows behaviour to be interpreted correctly.

Signal Sequencing Logic

Pre-conversion signals must preserve sequence:

Example:

page_view
→ scroll_50
→ cta_click
→ form_start
→ form_submit

Sequence allows:

• behaviour mapping
• funnel diagnostics
• conversion path analysis

🔴 Timing Awareness Rule

Time between signals must be considered.

Examples:

• long delay before form submission
• rapid interaction followed by exit

Timing provides insight into:

→ hesitation
→ confusion
→ friction

🔴 Signal Interpretation Rule

Pre-conversion signals must not be interpreted in isolation.

Interpretation must consider:

• signal sequence
• signal context
• funnel step
• traffic source

🔴 Signal Density Rule

More signals do not equal better insight.

Tracking must focus on:

→ meaningful signals only

Excessive signal capture creates:

• noise
• analysis complexity

Integration with MWMS Systems

Pre-conversion signals feed:

• Conversion Brain → friction analysis
• Research Brain → behavioural patterns
• Experimentation Brain → test evaluation
• Ads Brain → creative and funnel performance
• Affiliate Brain → offer evaluation

Relationship to Other Standards

Supports:

• MWMS Tracking Architecture Standard
• MWMS Custom Event Payload Standard
• Data Brain Signal Context Framework
• Data Brain Measurement Integrity Framework

Failure Modes Prevented

optimising without behavioural insight
misidentifying friction points
incorrect funnel decisions
over-reliance on final conversions
misinterpreting performance

Drift Protection

The system must prevent:

• loss of pre-conversion visibility
• over-reliance on conversion-only tracking
• inconsistent signal definitions across funnels

Architectural Intent

The MWMS Pre Conversion Signal Tracking Standard ensures MWMS operates with:

→ behaviour-first optimisation logic

It transforms tracking from:

conversion tracking → behavioural intelligence

Final Rule

If pre-conversion behaviour is not tracked:

→ conversion outcomes cannot be explained

Change Log

Version: v1.0
Date: 2026-04-23
Author: HeadOffice

Change:
Initial creation of Pre Conversion Signal Tracking Standard defining required behavioural signal tracking before conversion events.

Change Impact Declaration

Pages Created:
MWMS Pre Conversion Signal Tracking Standard

Pages Updated:
None

Pages Deprecated:
None

Registries Requiring Update:
MWMS Architecture Registry

Canon Version Update Required:
Yes

Change Log Entry Required:
Yes