Double-counted conversions
Multiple tags fire on the same action and every channel over-reports.
Measurement
Measurement you can make decisions on
GA4 and tag implementation, server-side tracking, consent handling and dashboards built around the questions your business actually asks each month.
Engagement snapshot
- Deliverables
- Tracking plan, GA4, dashboards
- Setup
- 3–6 weeks
- Privacy
- Consent Mode & DPDP-aware
- Output
- Decisions, not data dumps
Overview
If nobody trusts the numbers, nobody uses them
Analytics fails quietly. Duplicate tags inflate conversions, a form redirect stops firing after a site update, consent handling drops a third of sessions into 'direct', and six months later a budget decision gets made on numbers that have been wrong the whole time.
We rebuild measurement from a written tracking plan: what events matter, how each is defined, where values come from, and who is accountable when one breaks. Implementation follows the plan, and monitoring catches breakages within days rather than quarters.
On top of that we build reporting that answers questions rather than displaying metrics — what changed, why, and what it implies for next month's budget.
What you get
- Numbers people trust — validated events with a documented definition.
- Faster diagnosis — alerts catch broken tracking before a month of data is lost.
- Better bidding — clean conversion values improve every automated campaign.
- Privacy-aware setup — consent handling built in rather than retrofitted.
- Reporting with a narrative — a written read, not just a dashboard link.
Problems we solve
The situations that usually bring clients here
Traffic landing in 'direct'
Missing UTMs, redirect chains and consent gaps hide where visitors came from.
Dashboards nobody opens
Reports full of metrics with no narrative, so decisions get made on instinct.
Privacy and consent risk
Tracking implemented without consent handling creates exposure under DPDP and platform policies.
Our process
Research → Strategy → Implementation → Optimisation → Reporting → Growth
Six stages, run in order, with a clear owner and a defined output at each one.
Research
Tag and data-layer audit, conversion validation, attribution review and stakeholder question mapping.
Strategy
Tracking plan, event taxonomy, KPI definitions and dashboard specification.
Implementation
GA4 and Tag Manager build, server-side tagging, consent mode and platform connections.
Optimisation
Data quality monitoring, alerting on broken events and periodic validation.
Reporting
Dashboards plus a written monthly read of what moved and what it means.
Growth
Extend into attribution modelling, cohort analysis and forecasting as the data matures.
Services included
What the engagement covers
Tracking plan
A documented event taxonomy and KPI definition set that everyone works from.
GA4 implementation
Correct event, conversion and value setup, with cross-domain and enhanced measurement configured.
Server-side tagging
Server-side GTM to improve data quality and reduce reliance on browser tracking.
Consent & privacy
Consent Mode v2, cookie banner integration and DPDP-aware data handling.
Dashboards
Looker Studio reporting by channel, campaign and cohort, refreshed automatically.
Attribution analysis
Comparing platform-reported results against blended reality so budgets follow truth.
Tools & platforms
The stack we work in
We use the platforms your team already knows, configured properly, with access shared from day one.
Google Analytics 4
Google Tag Manager
Server-side GTM
Looker Studio
BigQuery
Consent Mode v2
Google Search Console
Meta Conversions API
Microsoft Clarity
Sample case study
Six months of decisions on broken data
- Objective
- Find out why platform-reported revenue exceeded actual sales by more than 40%.
- Strategy
- Audited every tag, removed duplicate conversion events, moved to server-side tracking with deduplication, implemented Consent Mode v2 and rebuilt reporting around blended metrics.
<3%Reporting variance
+22%Tracked sessions
4Duplicate tags removed
1 dashboardReplacing 9 reports
Illustrative sample based on typical project patterns, not a named client account.
FAQs
Analytics & Reporting questions, answered
Because each platform claims credit for conversions it touched, and those claims overlap. Adding them together always overstates reality. Blended reporting against actual revenue is the only reconciliation that works.
For most businesses, yes — combined with Search Console, ad platform data and your commerce or CRM system. BigQuery becomes worthwhile when you need cohort analysis or data retention beyond GA4's limits.
It routes events through your own server rather than relying entirely on the browser, which improves data accuracy as browsers restrict tracking. It is worth doing once media spend is significant enough that a 15 to 20 percent data gap changes decisions.
Without consent, tracking is limited and sessions get misattributed. Consent Mode v2 models some of the gap, but the honest answer is that measurement is now partly modelled — which is precisely why blended reporting matters.
Usually. Most implementations need a validation pass, duplicate removal and correct value configuration rather than a full rebuild.
A live dashboard plus a written review covering what changed, why we think it changed, and what we recommend doing about it. A dashboard without interpretation is a data dump, not reporting.
Related services
Often combined with
Performance Marketing
Paid acquisition run against CAC and ROAS targets rather than impression counts.
Explore serviceSEO Services
Technical, content and authority work that builds durable organic visibility.
Explore serviceConversion Rate Optimisation
Research and testing that lifts revenue from the traffic you already have.
Explore serviceReady to grow your business?
Tell us your goal and we will map the fastest realistic route to it — channels, budget split, timelines and the numbers we will hold ourselves to.