Measurement platforms get adopted when people can say out loud what they dislike about them.
This week a client fully switched over to Provalytics after several months of running it alongside GA4. They now use the Prova as their primary source of truth.
Nobody outside our team saw it, but it's the win that mattered most to us.
The reason was how they ran the rollout.
They followed our change management advice and gave everyone a safe space to say what they liked and didn't like about the platform.
That opened up real conversations.
People came to understand what incrementality is about: seeing the difference and moving forward with it.
They now have one central place to go for their answers.
If I could change one thing about most rollouts, I'd ask for the complaints in week one. A team that hasn't voiced objections hasn't adopted anything yet.