We build web analytics that gets the data from all your platforms telling the same story
Data from Google Analytics and the ad platforms often contains small errors that spoil your big decisions: a conversion counted twice, consent that never reaches the tags, a purchase recorded without the order value. Campaigns learn from the wrong numbers and budget gets burnt. We set up and tidy your analytics (Google Analytics 4, Google Tag Manager, Consent Mode v2, the Meta Pixel with the Conversions API and Google Ads conversions), on our own or together with your web developer, and write documentation that you keep. Once it's in place, you know where every difference between the ad platforms, GA4 and your sales comes from, and which number to trust when you make important decisions.
When your analytics needs fixing
Conversions are counted twice
The ad platform shows more purchases than your shop does, so the algorithm learns from inflated numbers and you pay for conversions that never actually happened.
The ad platforms, GA4 and your sales all say different things
Every source gives a different result, and at every budget meeting everyone brings their own spreadsheet. Analytics set up with one consistent method shows where the difference comes from and which number to trust when you make important budget decisions.
Consent doesn't reach your data
The consent banner works, but Consent Mode v2 doesn't pass users' choices on to the tags. Google Ads then loses remarketing lists from Europe and some conversions, so campaigns with automated bidding learn from incomplete data.
Reports show revenue, decisions need margin
Two products with the same revenue can bring a profit and a loss. Once margin data is fed in, the campaign learns to sell what earns you the most, and your report shows profit next to turnover.
What we set up
Every implementation ends with documentation: what we count, where and why.
Google Analytics 4
GA4 configuration from the data stream to events and conversions, with names your team understands. Once Google Analytics 4 is set up, your reports show what you actually need.
Google Tag Manager
Google Tag Manager configuration with tidy tags, triggers and variables. For higher traffic or stricter privacy requirements, server-side GTM as well.
Consent Mode v2
A consent banner connected to your tags, so that every tag knows what the user agreed to.
Meta Pixel and Conversions API
Browser and server events, without duplicates, with match quality checked in Events Manager.
Google Ads conversions
Conversions with value, enhanced conversions and CRM import when the sale closes outside your website.
Attribution and margin
Attribution that fits your customers' path to purchase, and margin data, so campaigns optimise for profit and your reports show it next to revenue.
How the project runs
- weeks 1 and 2
Analytics audit
We check GA4, Tag Manager, the pixel, conversions in the ad platforms and consent, then compare the numbers with your sales.
- week 3
Analytics plan
A list of events, tools and tasks, split between us and your web developer. You approve it before implementation.
- as planned
Implementation
We handle Tag Manager and the tool configuration, and your web developer makes the code changes following our specification.
- 2 weeks after implementation
Verification
Using data from two full weeks, we check that every conversion is counted once and where the differences between sources come from. Then we hand the documentation over to you.
What implementation costs
We price it by scope. You get the amount and the timeline in the proposal we send after we talk.
- Tools
- GA4, Tag Manager, Meta, Google Ads, server-side version
- Website
- shop or forms, platform and number of templates
- Sales data
- CRM import, margin data
- Working with your web developer
- how much of the code changes your team implements
Questions about analytics
Who makes the code changes on our side?
That depends on who looks after your website: an IT department, an outside company or a freelancer, and in smaller companies often the owner. We agree the scope of work in the analytics plan: the list of events, the data the site needs to pass on (for example order value or margin) and how it passes it. Your web developer gets a specification from us with code examples, and we check the finished setup in preview mode before any campaign starts relying on it. If nobody looks after your website, we make the code changes ourselves or recommend a developer we trust, depending on the site. We give the cost in our proposal.
Do we keep ownership of the data?
Yes. The GA4 property, the Tag Manager container and the pixel belong to you, and we work through access you can revoke at any time.
Will the ad platforms and GA4 show the same numbers after implementation?
Rarely to the exact number, because the ad platforms and GA4 attribute conversions differently (each one happily credits the sale to itself). After implementation, though, you know where the difference comes from and which source to use for which decision.
Do we need server-side GTM?
For a larger shop or stricter privacy requirements, yes, because it gives better data quality and control over what reaches the platforms. The server is a separate hosting cost, which we include in the quote. For a smaller website a browser container and the Conversions API through the platform integration are usually enough.
How long does implementation take?
4 to 8 weeks from the audit to verification, depending on the website and how much time your web developer has. We give the timeline in our proposal.
Another agency runs our campaigns. Can you set up the analytics?
Yes, that's a common case. Analytics is shared by everyone who works on your marketing, so the agency works from the same data as you do.
Let's talk about analytics in your company
Tell us what you track today and which numbers raise doubts, and we'll prepare a proposal: the scope of the analytics audit, the price and the timeline.