01
The dashboard is full and nobody opens it
Sessions, bounce rate, average duration. Numbers that go up and down without anyone knowing what to do about them, so the meeting ends up discussing hunches.
Business measurement and analytics
Web analytics services that tell you which campaign is actually bringing you customers
We don't hand you a traffic report. We leave measurement set up so that you can answer business questions: where each opportunity comes from, which channel brought it, and which of your campaigns ends in a sale.
GA4 and Tag Manager installed and verified
Events defined from your business, not from a template
Dashboards you can read without knowing analytics
The breaking point
You already have analytics installed and still can't say what is working
Almost no company starts from zero: the tracking code has been sitting on the site for years. The problem is not a missing tool, it is that what it measures is no use for making a decision.
02
It measures clicks, not things the business cares about
The event says somebody pressed a button. What you need to know is whether that somebody asked for a quote, whether sales contacted them, and whether they ended up buying.
03
Every channel reports its own number
The ads platform reports one conversion figure, analytics reports another and the sales system a third. Without a single version of the data, the meeting argues about the report instead of the business.
What we do
Measurement you set up once and then actually use to decide
The work has three parts and none of them can be skipped: get the tool properly installed, define what is worth measuring, and present it where whoever decides can read it without translating.
GA4 and Tag Manager implementation
Installing and reviewing Google Analytics 4 and Google Tag Manager: a single tag, no duplicate code inherited from three previous suppliers, and cookie consent respected.
Business events and conversions
We define with you what a conversion is in your case —a quote requested, a valid form, a purchase— and we measure it under that name, not the one in the tool's catalogue.
Dashboards for whoever decides
We build the dashboard in Looker Studio or inside your own system, with the business questions at the top and the technical detail below. It reads without anyone having to explain it.
This page is the measurement side of our digital marketing agency: if you also need to be found, that's search engine positioning; if what is missing is automated follow-up of the contact, that's email marketing and sales funnels.
What it does
The questions you will be able to answer with data instead of opinion
This is the criterion we build the measurement on: if a piece of data does not answer one of these questions, it does not go on the dashboard.
Where do the people who actually buy come from?
Source and campaign stored on the contact, not lost between the visit and the sale.
Which campaign brings sales and which only brings visits?
Every channel measured against real opportunities, not against sessions.
At which step do people drop off?
The path to the form or the purchase, measured step by step.
Which content makes people get in touch?
Which pages take part in the journeys that end in an enquiry.
Scope
What the diagnostic looks at before there is a proposal
There is no catalogue price because the work changes a lot depending on what is already in place. This is what we review first.
What measurement already exists and what state it is in
Sometimes there are three tracking codes fighting each other and the fix starts by removing, not by adding.
Where the contact ends up
If the form lands in an inbox, the sale cannot be attributed. Connecting it to the system where the sales team works is usually part of the job.
How many conversions have to be defined
A single contact form is not the same as a shop with a cart, coupons and several payment methods.
Who is going to read the dashboard
A management dashboard and a marketing team dashboard do not look alike. It helps to know who we are talking to before building it.
That review produces a proposal with the scope in writing. Book a free assessment.
Fit
When something else suits you better
You only need the code pasted on the site
If all that is needed is installing the tag and nobody is going to use the data afterwards, any supplier will do it cheaper. The value here is in what comes after installing.
You are looking for a course or a certification
We do not train analysts and we do not sell training as a service. We leave the measurement set up and documented so your team can use it, but we do not teach the craft.
Questions
What clients ask before we start
What exactly does a web analytics service include?
In our case: reviewing or installing the measurement, defining with you what counts as a conversion, getting the events working, connecting the data to the system where the contact ends up, and building the dashboard where all of that is read. The specific scope comes out of the diagnostic and is put in writing.
I already have Google Analytics installed, is it any use?
Almost always, and sometimes it is the starting point of the work. The first step is checking whether it measures correctly: duplicate codes, internal traffic filters, events that were never configured and cookie consent are the most common findings.
Do you work with Looker Studio?
Yes, it is the tool we use most for dashboards because it adds no licence cost. When the data has to be crossed with information that lives in your system, the dashboard is sometimes built inside that system instead.
Can you attribute a sale that closes over the phone?
You can, as long as the source of the contact is stored when it comes in and the sales team records the close in the same system. There the work is not analytics but integration: that is why we review it in the diagnostic before promising anything.
What about cookie consent?
It is respected. Measurement is configured so that the tags wait for the visitor's decision. It is part of the implementation, not an afterthought.
Do you guarantee sales will go up?
No, and anyone who guarantees that is not measuring. What this work gives you is knowing what is working and what is not; the decision to move the budget is still yours.
Next step
Tell us which question your data cannot answer today
With that we review the measurement you have and tell you whether it needs fixing, rebuilding or just presenting better. No strings attached.
Prefer to write to us? Tell us what you need.