Analytics & Tracking
Measurement you can make decisions from, rather than dashboards nobody opens.
We implement measurement that survives privacy changes and browser restrictions: GA4, Google Tag Manager, server-side tagging, consent management, ecommerce tracking, BigQuery pipelines and Looker Studio reporting wired to conversion definitions your business actually agrees on.
What you end up with
- A written measurement plan agreed before any tag is published
- GA4 and Google Tag Manager configured inside your own accounts
- Consent Mode v2 wired so tag behaviour follows each visitor's choice
- Dashboards that answer recurring questions, with the source data documented
- A re-test checklist you can run after every site release
Tools and platforms
- Google Analytics 4
- Google Tag Manager
- Server-side Tag Manager
- Consent Mode v2
- Google Tag Gateway
- BigQuery
- Looker Studio
- Google Ads
- Meta Pixel and Conversions API
- Google Cloud Run
- dbt
- Google Sheets
Services
10 services in Analytics & Tracking
Each one has its own page covering what the work involves, what you receive and the trade-offs.
GA4 Setup & Configuration
Event-driven measurement configured around your business, not defaults.
Google Tag Manager Implementation
One container, documented, so anyone can see what fires where.
Server-Side Tracking
A container on your own infrastructure, between visitor and vendor.
Conversion Tracking
Every action you pay for, counted once and attributed to its source.
Consent Mode v2 & Privacy Compliance
Tag behaviour driven by what each visitor actually agreed to.
Enhanced Ecommerce Tracking
Item-level detail on what sells, what returns and where checkout leaks.
Looker Studio Dashboards
Reports built around questions, connected to sources that keep updating.
BigQuery Data Export & Analysis
Unsampled event-level data, in a warehouse you control.
Attribution & Marketing Reporting
One honest view of which channels produce results, and where they disagree.
Analytics Audit & Data Quality
A written verdict on whether your numbers can be trusted.
How we think about it
Why analytics & tracking projects fail
The technical detail that decides whether this work pays back, written for someone who has to sign off on it.
Installing tracking code is easy, keeping it correct is not
Publishing a tag takes minutes. Keeping the numbers correct over two years, across redesigns, campaign launches, cookie banner changes and browser updates, is the actual work. Most analytics problems we are asked to fix are not missing tags. They are events that fire twice, fire on the wrong page, or stopped firing months ago when a form was rebuilt and nobody re-checked it.
Privacy changes altered how measurement works, permanently
Consent Mode, browser storage limits and the deprecation of third-party cookies removed the old assumption that a tag on the page sees everything. Consent state now determines whether tags fire at all and what they are permitted to store, and cookies have capped lifetimes. Measurement built without that in mind produces figures that look plausible and are quietly wrong.
Server-side tagging moves the trust boundary, it does not remove it
A server-side container runs on infrastructure you control, so requests arrive from your own domain and you choose what identifying data is forwarded to each vendor. It also gives you one place to deduplicate conversions, enrich events and set cookie lifetimes. It is not automatically more accurate or more private, both depend entirely on how the container is configured.
A dashboard should encode a decision, not a chart
Every report we build starts from a question somebody needs answered weekly: which channel produces qualified pipeline, which checkout step loses people, which campaign spends without converting. Widgets that do not map to a decision get dropped before launch. We would rather ship three reports that get opened than a wall of charts that gets ignored after the first month.
Questions
Before you book a call
Can you work with the GA4 property and Tag Manager container we already have?
Yes, and that is usually the better starting point. We audit what exists, keep the parts that work, and only rebuild where the current structure blocks the measurement you need. Replacing a live property discards history, so we treat that as a last resort rather than a default.
How long does a measurement project take?
A focused setup on a single site is typically a few weeks of elapsed time, not continuous work, because part of the schedule is waiting for access, developer time and real traffic to test against. Server-side containers and BigQuery pipelines add to that. We give you the sequence up front so you know what is waiting on whom.
Do we still need analytics if our CRM already records every lead?
They answer different questions. Your CRM knows a lead existed and who closed it; it usually does not know which page, campaign or search term produced the visit, or how many people arrived and left without enquiring. If you only ever needed the CRM view, you would not be reading this page, but if you never act on the analytics, it is fair to question paying for it.
Tell us where the manual work is
A 30-minute call. We map the process, tell you what we would automate or build first, and what it costs. No retainer before you agree the scope.
- No retainer before scope is agreed
- Written plan you can act on alone
- Worldwide delivery, on your hours