Data, analytics & custom event tracking
Every optimisation discipline depends on accurate data. Yet many businesses are running default Google Analytics and missing critical conversion events.
If you can't measure it, you can't improve it.
Every optimisation discipline we offer depends on accurate, reliable data. Yet many businesses are running Google Analytics with default settings, missing critical conversion events, and making decisions based on incomplete or misleading information. The gap between what happened on your website and what your analytics tells you happened can be surprisingly wide.
Getting the foundation right
We start with a comprehensive analytics audit. This covers your Google Analytics 4 configuration, tag management setup (typically Google Tag Manager), consent mode compliance, cross-domain tracking, and e-commerce tracking if applicable. The objective is to ensure that the data flowing into your reports accurately reflects user behaviour on your site.
Beyond standard page views and sessions, we implement custom event tracking tailored to your business goals:
- Form submissions by type and source
- Scroll depth on key content pages
- Video engagement and file downloads
- Click-to-call interactions
- Product configurator usage
If it matters commercially, we make it measurable.
Turning data into decisions
Data is only valuable if it informs action. We build custom dashboards — typically in Looker Studio or your preferred reporting tool — that surface the metrics your team needs to see, in a format they can understand without a data science degree. Monthly reporting sessions translate the numbers into clear recommendations, tying analytics insights directly to the CRO, SEO, and paid media work we're delivering.
As your data maturity grows, we can help you build attribution models, set up server-side tracking for improved accuracy, and integrate your analytics with your CRM for closed-loop reporting on marketing-sourced revenue.
Thirty minutes. No pitch deck.
We'll tell you honestly whether we can help. If we can't, we usually know someone who can.
What the thirty minutes covers: what you're trying to grow, what's worked so far and what hasn't, and an honest view on whether we're the right team to own it.