Analytics and Tracking
Most reporting problems are measurement problems. If a form submission, a call and a WhatsApp message are not tracked separately, every channel looks the same and none can be judged.
- Engagement
- Fixed-scope implementation; optional monthly maintenance.
- Reported on
- Tracking coverageEvent accuracyAttribution completenessDashboard adoption
Scope
What this service covers.
Every item below is delivered by us, not outsourced to an unnamed subcontractor. Scope is agreed in writing before work starts.
- GA4 property setup and configuration
- Google Tag Manager implementation
- Server-side tracking and Conversions API
- Consent management and privacy compliance
- Event and conversion definitions
- Offline conversion imports
- Cross-domain and multi-brand tracking
- Looker Studio dashboards
In detail
Analytics and Tracking, in practice.
What the work involves, who it suits and what changes once it is running.
Who this is for
Teams whose reports disagree with their CRM, businesses that cannot tell which channel produced a closed deal, and companies preparing for or recovering from a privacy change that broke their measurement.
Why the numbers disagree
Duplicate events, conversions defined differently in each platform, bot traffic counted as leads, and consent handled inconsistently. The tool is rarely the problem; the definitions are.
A measurement plan written before any tag is installed prevents most of this. It names each business event, where it fires and how success is counted across platforms.
What changes in the first 90 days
Weeks one to two: tag audit and measurement plan. Weeks three to five: GA4 and Tag Manager configured, server-side events where signal quality demands it. Weeks six to eight: dashboards per audience. Weeks nine to twelve: a data quality review comparing platform, analytics and CRM figures.
Specialisms
Go deeper on one piece.
GA4 Setup and Migration
A property configured around your funnel, not the default reports.
DetailsServer-Side Tracking
Signal quality that survives ad blockers and browser limits.
DetailsConversion Tracking
Every form, call and message counted separately.
DetailsReporting Dashboards
One screen per audience, with definitions people trust.
DetailsConsent and Privacy Setup
Compliant measurement without losing all your signal.
DetailsHow we run it
The operating sequence.
The same four stages every engagement moves through, with a decision point between each.
Audit
Inventory every tag, event and destination, including the ones inherited from previous agencies.
Define
A measurement plan naming each conversion and what business event it represents.
Implement
Tag Manager and server-side events with test validation before going live.
Report
One dashboard per audience: channel performance, lead quality and revenue.
Deliverables
What you actually receive.
- Measurement plan document
- Configured GA4 and Tag Manager
- Server-side container where required
- Live dashboard with defined metrics
Reporting
Numbers we are judged on.
Reporting is written, not just a dashboard link. Each month we state what changed, what it cost and what we are doing next.
- Tracking coverage
- Event accuracy
- Attribution completeness
- Dashboard adoption
Questions
Before you commit.
- Why does our analytics disagree with our CRM?
- Usually duplicate events, missing consent handling or bot traffic. A measurement plan and validation pass resolves most discrepancies.
- Is server-side tracking necessary?
- Increasingly yes, for signal quality and to reduce the impact of browser restrictions. It is most valuable for paid media optimisation.
- Do we own the data?
- Always. Everything is implemented in your own accounts, with admin access remaining with you.
Works well with
All marketing servicesMeta Ads
Facebook and Instagram campaigns built around qualified enquiries, not impressions.
View serviceGoogle Ads
Search, Shopping and Performance Max campaigns for people already looking to buy.
View serviceSearch Engine Optimisation
Technical foundations, content structure and authority building that compound.
View serviceNext step
Tell us what you are trying to fix.
A short conversation is usually enough to know whether we are the right fit. If we are not, we will say so.