/ Marketing / 07

Analytics & performance measurement

Measurement built so that decisions become obvious: correct tracking, an attribution view you understand, dashboards people actually open and a testing programme on the pages that matter.

/ The challenge

Numbers rarely agree. The ad platforms claim more conversions than the CRM, GA4 was set up in a hurry, consent changes have quietly reshaped the data, and reporting takes two days a month to assemble. When nobody trusts the data, decisions default to whoever speaks with most confidence.

/ What we do

Inside this service

GA4 implementation

Event and conversion design, key events, revenue values, audiences and cross-domain setup done properly.

Tag management

Clean Google Tag Manager containers, server-side tagging, consent mode and documented data layers.

Tracking QA & governance

Validation of every conversion path, deduplication, naming conventions and change documentation.

Attribution

A pragmatic view combining platform data, GA4 models, CRM outcomes and, where volume allows, incrementality tests.

Dashboards

Looker Studio reporting by channel, campaign and cohort, refreshed automatically and explained in plain language.

CRM & offline data

Closing the loop from lead to revenue, importing qualified and won values back to the ad platforms.

Marketing mix analysis

Spend versus outcome across channels and time, used to guide budget rather than to justify it.

Conversion rate optimisation

Funnel diagnostics, hypothesis backlog and structured A/B tests with predefined success criteria.

/ How we work

Four steps, in this order

/ 01

Measurement audit

What is tracked, what is broken, what is double-counted, and what questions you cannot currently answer.

/ 02

Measurement plan

Business questions first, then the events, values and reports needed to answer them.

/ 03

Implement & validate

Tracking rebuilt, consent-compliant, tested against real transactions before anything is reported on.

/ 04

Report & optimise

Automated dashboards, a monthly review rhythm and a running CRO test programme.

/ Channels & tools

/ GA4
/ Google Tag Manager
/ Server-side GTM
/ Looker Studio
/ BigQuery
/ HubSpot
/ Consent management platforms
/ A/B testing tools

/ What you get

One trusted source of truth for performance
Consent-compliant, validated tracking
Dashboards that replace manual reporting
Budget decisions supported by evidence
A continuous testing programme on key pages

/ FAQ

Questions about this service

Often yes. We audit first and only rebuild where the data model itself is the problem.

Client work under NDA

Our client engagements are protected by non-disclosure agreements, so we do not publish names, logos or case studies. On a private call we discuss relevant experience, approaches and outcomes in anonymised form.

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