Tracking and analytics you can actually trust
The measurement layer that proves what's working — accurate tracking, honest attribution, and dashboards that answer real questions.
If the data is wrong, every decision after it is wrong
Broken tracking is the most expensive problem in digital marketing, and the hardest to notice. Conversions fire twice. Form submissions don't register. Every platform claims credit for the same sale. Budget then gets moved based on numbers that were never real.
We build the measurement layer first, because everything else depends on it. Done properly, tracking stops being a reporting chore and becomes the thing that makes optimisation possible — including for the ad platforms themselves, which can only bid well when they receive clean conversion signals.
Tracking, set up properly
- Google Analytics 4 — configured around the events that matter to your business, not a default install that measures pageviews and little else.
- Google Tag Manager — a clean, documented container with a consistent naming convention, so tags can be changed safely later.
- Conversion tracking — accurate, deduplicated conversions in every ad platform, so reported results reconcile with reality.
- Server-side and Conversions API — resilient measurement that survives browser tracking restrictions and ad blockers.
- UTM taxonomy — a documented campaign naming standard, so traffic sources stay readable a year from now.
Offline conversions: closing the loop
For businesses where the sale happens on a call, in a showroom or weeks after the click, online tracking only tells you half the story. You optimise toward form fills while having no idea which of those became customers.
Offline conversion imports fix this. By feeding qualified leads and closed revenue from your CRM back into the ad platforms, the algorithms learn to find people who actually buy — not people who fill in forms. It's often the single highest-impact change available to a lead-generation business.
Attribution and the numbers that matter
Platform-reported results are optimistic by design. Multi-touch attribution gives a fairer picture of how channels work together — which ones open the relationship, which ones close it — so you stop cutting the campaigns that quietly start every journey.
On top of that we track the metrics that actually run a business: true cost per acquisition, customer lifetime value, payback period, and cohort performance over time.
Dashboards, not spreadsheets
Reporting should take you minutes, not days. We build a single source of truth in Looker Studio or Power BI that pulls every channel into one place, updates automatically, and answers the questions you actually ask: what did we spend, what did it return, what changed, and what should we do next.
You get the dashboard, the documentation, and full ownership of it. No black boxes, no dependency on us to read your own numbers.
Common questions
What is GA4 and how do I set it up properly?
GA4 is Google Analytics 4, the current version of Google Analytics, built around events rather than pageviews. A proper GA4 setup means more than pasting a tag: it means defining the events that matter to your business, marking the right ones as conversions, filtering internal traffic, linking Google Ads and Search Console, and checking the data reconciles with reality. A default install measures pageviews and tells you very little.
What is server-side tracking and why does it matter?
Server-side tracking sends conversion data from a server rather than from the visitor's browser. It matters because browser tracking is increasingly blocked — by privacy features, ad blockers and shorter cookie lifetimes — so browser-only setups under-report conversions and starve the ad platforms of the signals they need to optimise. Server side tracking cost is usually recovered quickly through better campaign performance.
Is Looker Studio free, and what does a dashboard cost?
Looker Studio itself is free to use — the cost is building the dashboard: connecting your data sources, modelling the metrics so the numbers are correct, and designing something that answers real questions. Looker Studio dashboard cost therefore reflects that setup work, and it is a one-off rather than a subscription. You own the dashboard afterwards and it updates automatically.
How do I track conversions accurately across platforms?
Accurate conversion tracking needs deduplicated events, consistent naming, and the same definition of a conversion everywhere. Most accounts double-count because a conversion fires from both a tag and a platform pixel. We set up conversion tracking so each action is counted once, feed platforms server-side signals where possible, and reconcile the numbers so reported results match what actually happened.
What is offline conversion tracking and do I need it?
Offline conversion tracking sends what happened after the click — a qualified lead, a booked job, real revenue — back into the ad platforms. You need it if your sale completes on a phone call, in person, or weeks later. Without it you are optimising toward form fills, and the algorithm learns to find people who fill in forms rather than people who buy. For lead-generation businesses it is often the single highest-impact change available.
Why do Google Ads and Google Analytics show different numbers?
Because they measure differently, and both are technically correct. Google Ads credits the click that caused the conversion and reports it on the click date; Analytics typically credits the last non-direct source on the conversion date. Add different attribution windows and the totals diverge. The fix is not to pick a favourite but to understand the difference and choose one source of truth for decisions.
Can you fix tracking that is already broken?
Yes, and it is one of the most common requests we get. We audit what currently fires, find duplicate, missing and misfiring tags, then rebuild the setup cleanly and document it. Historic data cannot be recovered, but from the fix onward your numbers can be trusted — which matters more, because every budget decision after that depends on them.
Other services
Performance Marketing
Paid campaigns built to a target cost-per-result — planned, launched, and optimised across the channels your customers actually use.
AI Automation
Automate the busywork so every lead is captured, routed, and followed up — nothing slips, and your team focuses on closing.