Measurement That Survives Contact With Your Finance Team
Almost every account we audit has a measurement problem, and most of the owners do not know it. Forms counted twice. Conversions firing on page load. Ad platform totals that do not reconcile with the CRM. Phone calls invisible to everything. You cannot optimise your way out of bad data, and once someone senior notices the numbers do not add up, every marketing decision after that gets second-guessed. This is the part that makes the rest defensible.
Everything you get
- Full tracking audit across GA4, Tag Manager and the ad platforms
- Conversion event design: what counts as a lead, and what does not
- Deduplication so one enquiry is not three conversions
- GA4 rebuilt properly, not migrated by the automatic tool
- Server-side tagging where consent and reliability call for it
- Call tracking with dynamic number insertion
- Offline conversion import so closed revenue reaches the ad platforms
- CRM handoff and lead source stamping
- Consent mode and cookie banner configuration
- Looker Studio dashboards that a non-marketer can read
- Documentation of every event, so the setup outlives us
The process
Audit what is firing
Every tag, trigger and conversion action, checked live. We compare ad platform totals against GA4 against your CRM and find where the numbers diverge. There is almost always a divergence, and its size tells you how much of your reporting to trust.
Agree what a conversion is
This is a business decision, not a technical one. A newsletter signup and a booked consultation should not both count as a lead in a report your bid strategy is optimising against. We write the definitions down and get them agreed before anything is built.
Rebuild the layer
Tag Manager restructured, events fired on real submissions rather than page loads or button clicks that may not have submitted anything, values attached where revenue is known, and duplicates removed.
Close the loop
Calls tracked and attributed. Lead source written into the CRM. Where the sales cycle allows, closed-won revenue imported back into Google Ads so bidding optimises toward deals rather than form fills.
Report and document
One dashboard your leadership can read without a decoder ring, plus written documentation of every event and why it exists. If you replace us or hire in-house, the setup is understandable rather than a black box.
What you actually get out of it
Bad data costs more than no data
A bid strategy pointed at a broken conversion action will confidently spend your budget in the wrong direction and report success while doing it. That is worse than flying blind, because it comes with a chart.
It usually pays for itself immediately
The first pass typically finds spend attached to conversions that were never real. Cutting that is often the single largest return in the engagement, and it happens in week one.
It makes the case for more budget
The reason marketing loses budget arguments is that the numbers do not reconcile with what finance sees. Attribution that ties to closed revenue changes that conversation entirely.
You keep it
It is your Tag Manager container, your GA4 property, your documentation. Nothing here is proprietary to us or hidden behind our login.
Common questions
We already have GA4. Is that enough?
Having it and having it configured are different things. The automatic migration from Universal Analytics carried over almost nothing useful, and default GA4 counts events that are not business outcomes. If nobody has deliberately designed your conversion events, assume they need work.
Do we need server-side tagging?
Not everyone does. It helps with data loss from browser restrictions and ad blockers, and it gives you control over what data leaves. It also costs money to run and adds complexity. For a low-volume lead generation site it is usually not worth it. For high-volume ecommerce it usually is.
Can you track phone calls?
Yes, with dynamic number insertion so the number a visitor sees is tied to how they arrived. For any business where most enquiries come by phone, this is the difference between real attribution and guessing, and it is often the first thing missing.
What about privacy and consent?
Consent mode gets configured properly and tags respect it. We are not lawyers and will not tell you what your policy should be, but we will implement what you and your counsel decide and be straight about what it costs you in data coverage.
Can this be a one-off project?
Yes, and often it should be. An audit and rebuild is a fixed-scope project with a fixed price. Some clients then want ongoing measurement support and some do not need it once the layer is documented.
What does this cost?
Every engagement is scoped and priced individually, so there is no rate card to point you at. What moves the number: whether the work is a fixed-scope project or an ongoing retainer, how big and how broken the site or ad account is, how competitive your market is, and how much your own team executes. Paid media is a flat monthly fee tied to scope, never a percentage of ad spend, because a percentage pays us to spend more of your money. You get a written scope and a fixed number before anything starts, and if we think the budget is better spent somewhere else, we will say so rather than sell you a retainer that will not work.
Ready to grow with Analytics & Tracking?
Book a free discovery call. We will have looked at your site and your ad account before it starts.
Analytics & Tracking by industry
Ecommerce
Shopify, WooCommerce and headless stores. Feed quality, margin-aware bidding and category pages that can actually rank.
Home Services
HVAC, plumbing, roofing, electrical and remodelling. Local intent, high ticket, and a race to answer the phone first.
B2B & SaaS
Long cycles, buying committees and a pipeline that closes two quarters after the click. Measurement is the hard part.