Building a Measurement-First Marketing Strategy With Ryan Levander

Built to Convert

Ryan Levander is the Founder of Rednavel Consulting, a Denver-based firm specializing in analytics, conversion rate optimization, and experimentation for SaaS and e-commerce businesses. With over seven years of experience in measurement and four years in CRO, Ryan has led Rednavel in delivering data-driven strategies that enhance user experiences and drive revenue growth. Beyond consulting, Ryan is a recognized educator, contributing to platforms like Traffic Think Tank and MeasurementMarketing.io, and frequently speaks at industry events, sharing insights on analytics and optimization.

About the Episode

Most marketers focus their attention on traffic sources and ad platforms — but what happens after the click? Too often, teams rely on incomplete data or overlook the user journey entirely, leaving opportunities untapped and budgets wasted. How can brands build a marketing strategy that measures what really matters and turns insights into action?

According to Ryan Levander, a data-driven marketing strategist and experimentation expert, it starts by measuring the entire customer journey, not just the last click or final conversion. He highlights that many businesses miss valuable insights by only tracking bottom-of-funnel outcomes, failing to understand earlier touchpoints that influence decisions. By setting up smarter analytics and prioritizing measurement from the outset, companies can better align their strategy with customer behavior, improve optimization efforts, and make more confident marketing decisions. Ryan also emphasizes the importance of asking the right business questions before jumping into reports or tools, ensuring data serves strategy, not the other way around.

In this episode of Built to Convert, host Tyler Lane sits down with Ryan Levander, Founder of Rednavel Consulting, to discuss how to build a measurement-first marketing strategy. They explore why most brands overlook pre-conversion insights, how to map user flows for better testing, and why strong analytics foundations drive smarter experimentation. Ryan also gives advice on bridging the gap between paid media and on-site experiences.