Do you need to measure every interaction accurately?
Advanced measurement and tracking
We implement reliable measurement (websites, apps and ad platforms) to understand what happens and where value is created.
Data reliabilityAnalytics and measurement
Analytics and measurement: GA4, GTM and dashboards
We turn data into business decisions. We capture, organize and activate the information you need.
Without reliable data there is no real optimization, only opinions with a budget behind them. Decisions based on data, not assumptions.
What we solve
We implement measurement in GA4 and Google Tag Manager and put it in order: which events get recorded, which count as conversions and which source gets credit for each sale. On that foundation we build the tracking dashboards. When the data isn't reliable, the investment decisions built on it stop being decisions.
Analytics and measurement
4 areas
Want to improve performance across channels?
Data-driven optimization
Data-driven optimization that adjusts investment, messaging and audiences based on real results, not isolated metrics.
Cross-channel performanceLooking for clarity in reporting and decision-making?
Data analysis and visualization
Clear, actionable dashboards tailored to the business, so you know what works, what doesn't and what to do next.
ReportingNeed a solid foundation to scale without losing control?
Business-focused measurement structure
We organize events, conversions and sources so measurement and profitability hold up as the business grows.
Foundation to scale
Analytics and measurement
How we work
First, data you can trust
We implement measurement across websites, apps and ad platforms to understand what happens and where value is created.
A structure built for growth
We organize events, conversions and sources so measurement and profitability hold up as you scale.
Reports for decisions
Clear, actionable dashboards tailored to the business, so you know what works, what doesn't and what to do next.
Adjustments based on results
We adjust investment, messaging and audiences based on results, reading the metrics together.
Platforms and tools
Setup
Each piece of measurement, and what it's for
Almost no project starts from scratch: we start from what's there, audit it and fix it. These are the pieces that get measurement into proper shape, in the order they come in.
01
Audit
What exists, and what counts as a conversion
Audit of the current setupGA4 and GTM
Duplicate conversions, events that fire twice, purchases without a value, forms that count the attempt. It comes first, because every later investment decision is made with those numbers.
What counts as a conversionDecision
Not every contact page visit, which optimizes toward the curious, and not only the sale in a long cycle, which bidding never learns from: the point in the funnel that is both frequent and predictive.
02
Set up
GA4, GTM and consent
Google Analytics 4GA4
The property in order: which events are recorded, which count as conversions and with what parameters, with naming that holds up for a second country or a marketplace.
Google Tag ManagerGTM
A clean tag container, without layers from old campaigns, tested before every change is published.
Consent Mode v2Consent
The cookie banner set up so the platforms receive the allowed signals and model the rest. No losing data the regulations allow you to collect, and no free-for-all.
03
Recover signal
Server, APIs and CRM, when the numbers call for it
Server-side trackingWhen volume calls for it
Recovers signal the browser loses and helps bidding learn. It adds complexity and cost: we propose it when the numbers justify it, not by default.
Conversions APIMeta, Google and TikTok
Conversions sent to each platform from the server as well as the pixel, without counting them twice. It goes with server-side tracking.
CRM lead qualificationLead generation
Sending back to the platforms which leads qualified and which closed, so they optimize toward customers, not form fills. That is where almost all the upside is in service accounts.
04
Read
A dashboard people use
Looker Studio dashboardReporting
Built on the platforms and GA4, with one rule: every metric has to be able to trigger a decision. Six metrics checked every Monday, not forty.
Analytics and measurement in detail
First, whether the data you already have is reliable
Almost no project starts from scratch: there is a GA4 property in place, a tag container with years of layers on top and conversions nobody remembers creating. The first step is auditing that: duplicate conversions, events that fire twice, purchases that arrive without a value, forms that count the attempt instead of the submission, and tags from old campaigns that are still active.
What counts as a conversion, depending on the business
The decision that affects results most isn't technical: it's deciding what counts as a conversion. Count every visit to the contact page and campaigns optimize toward the merely curious; count only the sale and, in a long sales cycle, the signal arrives so late that bidding never gets to learn. You have to pick the point in the funnel that is both frequent and predictive.
Consent and signal: no choosing between measuring and complying
Since Consent Mode v2, measurement in Europe depends on how the cookie banner is set up. Set up carelessly, you lose data the regulations do allow you to collect; set up as a free-for-all, the risk is legal. We implement Consent Mode correctly, so the platforms receive the signals that are allowed and model the rest.
From data to a dashboard people actually use
We build the dashboards in Looker Studio on top of the platforms and GA4, with one rule: every metric on the dashboard has to be able to trigger a decision. A screen with forty metrics stops getting looked at after the first week; one with six gets checked every Monday.
Before we start
Frequently asked questions
What we get asked most before we start working together. If yours is not here, just ask us.
Another question? Write to usWhy don't the sales in Google Ads, GA4 and my store match?
Because they measure different things with different rules. The ad platforms attribute by click and by view with their own windows, and each one claims the sale; GA4 assigns credit according to its own model; your store counts orders, regardless of where they came from. It's normal for them not to match. What isn't normal is that nobody explains which source is the source of truth for each decision, and that is part of the job.
How long does it take to get measurement into proper shape?
An audit and the critical fixes usually take two to four weeks, depending on how many platforms there are and how many years of layers have built up. A full implementation from scratch for an ecommerce store with a catalog takes longer. We give you scope and timeline after looking at what's there, not before.
Do we lose data because of the cookie banner?
Some, and it's unavoidable: people who decline aren't measured. What you can avoid is losing more than necessary. With Consent Mode properly implemented, the platforms receive the allowed signals and model the rest, and the gap between doing it well and doing it halfway is large. What we won't suggest is skipping consent to make the numbers look better.
Do we need server-side tracking?
Not everyone does. It recovers signal the browser loses and helps automated bidding learn, but it adds complexity and maintenance cost. We propose it when your conversion volume justifies the investment, and we tell you what we expect to gain before setting it up.
Who owns the setup and the data?
You do. GA4, the tag container and the dashboards are set up in accounts in your name, and we work with edit permissions. If we stop working together, your measurement keeps running and there is nothing to migrate.
Can you work on what we already have in place?
Yes, and that's the usual case. Rebuilding everything from scratch sounds clean, but it breaks your historical data and comparability, which is exactly what tells you whether something is doing better or worse than last year. We start from what's there, audit it and fix it. We only propose rebuilding when the current structure prevents measuring what the business needs.
Other services
Paid MediaPerformance with control and judgment.Programmatic and CTVIncremental reach and premium audiences.CRO and UXBetter conversion without touching the budget.Email MarketingMore repeat purchases and margin.Web development and ecommerceWebsites that convert and scale.SEO and GEOMore visits from Google, with a website AI understands.AI visibilityGet named by AI assistants, not your competitors.Social mediaOrganic content with a campaign mindset.Graphic designCreative for ads and social, and your brand identity.
Let's talk
Grow
your business.
We'll get back to you within 24–48h for a first, no-commitment conversation. If we can add value, we'll tell you clearly.
Initial strategic audit, at no cost
Thank you!
We've received your request. We'll be in touch as soon as possible.
Request an audit
Only your name and email are required.