Analytics and measurement
Numbers your finance team will actually accept
Analytics & measurement
GA4, Search Console and consent-aware tracking that reconciles with reality.
- Measurement plan and event specification
- Implemented GA4 and Tag Manager setup
- Consent mode configuration
- Reconciliation documentation
- Dashboards and reporting cadence
What usually goes wrong
Three dashboards, three different answers, and a board paper that quietly picks the best one. Add consent mode and the gap widens further. Until measurement is trustworthy, every optimisation decision downstream is being made on sand.
Who this is for — and who it is not
We would rather tell you now than three months into an engagement.
A good fit if
- Businesses spending enough across channels that misattribution is expensive
- Teams whose reporting is challenged by finance and cannot defend it
- Organisations with consent and privacy obligations to meet properly
Probably not right if
- Businesses wanting a tracking setup that ignores consent requirements
- Teams looking for a dashboard rather than a measurement model
What this work is meant to produce
Commercial outcomes, stated without a ranking guarantee — because nobody can honestly offer one.
Reconciled reporting
A single defensible view, with platform differences explained rather than hidden.
Consent-compliant tracking
Consent mode and server-side collection implemented lawfully.
Attribution you can defend
A model appropriate to your sales cycle, with its limits stated.
Reporting people actually use
Built around the decisions being made, not around available metrics.
What is included
- 01
Measurement plan
What matters, how it is defined and who uses it.
- 02
GA4 and Tag Manager implementation
Clean data layer, documented events, governed container.
- 03
Consent mode and CMP configuration
Non-essential tags held until consent is given.
- 04
Server-side tracking
Where it is lawful and justified, for signal quality and resilience.
- 05
Offline and CRM conversion import
So platforms optimise towards revenue rather than form fills.
- 06
Dashboarding
Looker Studio or your BI tool, built around real decisions.
How we run it
Agree the questions
What decisions this data has to support.
Audit what exists
Where the current numbers come from and where they diverge.
Rebuild collection
Data layer, events and consent handling.
Reconcile the sources
Document why platform numbers differ and by roughly how much.
Report and govern
A change process so the setup does not drift.
Analytics & measurement questions
Why do GA4 and the ad platforms never agree?
Different attribution windows, different models, view-through conversions, and consent affecting each differently. They will never match. The useful goal is to know the size and direction of the gap and decide on a blended view.
Do we need server-side tracking?
Not always. It improves signal quality and resilience, and it adds cost and complexity. We recommend it where the spend justifies it and where it can be done lawfully — not by default.
Can you guarantee results?
No, and you should be wary of anyone who does. Auction platforms and search engines are third-party systems nobody controls. What we commit to is a documented plan, a baseline set before work starts, honest measurement, and a quarterly review where we look squarely at whether it is working.
Talk to a analytics & measurement specialist
A thirty-minute call with the people who would do the work. No pitch deck.