Make sure your numbers are true before you act on them
Most marketing accounts are being optimised against data that’s wrong in at least one important way. We find out whether yours is, fix it, and build reporting that answers the question you actually have.
What we find, over and over
Double-counted conversions. The same conversion firing from two tags, or from both a platform pixel and GA4 imported back in, making performance look roughly twice as good as it is.
Conversions that aren’t conversions. A form “submission” event firing on page load rather than on submit. A “purchase” tracked on the checkout page rather than the confirmation page.
Broken cross-domain tracking. A visitor moving from your site to a booking system or payment page gets counted as two people, and the conversion is attributed to a referral from your own domain.
Nothing tracked at all beyond page views. Extremely common. The account has traffic data and no idea what anyone did.
Reporting that answers a question nobody asked. A twelve-tab dashboard of every available metric, from which nobody can determine whether last month was good.
Any one of these makes optimisation decisions worse than useless, because you’re confidently steering toward the wrong thing.
What’s included
Audit
- Full tracking review across every platform
- Conversion definition validation — is each one measuring what it claims
- Data quality and consistency checks between platforms
- Attribution review
Implementation
- GA4 setup or rebuild, configured properly rather than left at defaults
- Google Tag Manager container build with a documented naming convention
- Conversion and event tracking
- Ecommerce tracking
- Cross-domain tracking
- Server-side tagging where it’s warranted
- Consent mode and privacy compliance
- Ad platform conversion import
- CRM integration and offline conversion import
Reporting
- Dashboard built around your actual decisions — Looker Studio or your preferred tool
- Channel performance and attribution
- Automated scheduled reports
- Documentation, so anyone can understand what’s being measured and how
Pricing
| From | |
|---|---|
| Tracking audit | $350 — free for prospective clients |
| GA4 setup or rebuild | $300 |
| Full tracking implementation | $800 |
| Dashboard build | $400 |
| Server-side tagging setup | $600 |
| Ongoing analytics support | $200/month |
FAQ
How much does analytics setup cost?
A GA4 setup or rebuild starts at $300. Full tracking implementation across analytics, Tag Manager and ad platforms starts at $800. A custom dashboard costs $400, and server-side tagging from $600. We offer a free tracking audit to prospective clients so you can see what’s wrong before committing.
How do I know if my tracking is broken?
Common signals: conversion numbers that differ substantially between platforms, traffic attributed to “direct” that should have a source, conversion counts that seem implausibly high or low, or nothing tracked beyond page views. If you’ve never had tracking independently checked, assume something is wrong — in our experience most accounts have at least one significant issue.
What’s the difference between GA4 and Universal Analytics?
GA4 uses an event-based data model rather than sessions and pageviews, which changes how almost everything is defined and reported. Many properties were migrated automatically and never properly configured, leaving them collecting default events and missing the conversions that matter. A GA4 property that was auto-migrated and never touched is usually not measuring what its owner thinks it is.
Do I need server-side tagging?
It depends on scale. Server-side tagging improves data accuracy by sending events from your server rather than the browser, recovering data lost to ad blockers and browser restrictions. It costs more to set up and run, so it makes sense for businesses spending significantly on paid media where data loss has real financial consequence — and is usually over-engineering for smaller sites.
Will my tracking be privacy-compliant?
We implement consent mode and configure tracking to respect user choices, which covers the technical requirements of GDPR and similar regimes. We’re not lawyers — the policy questions about what you collect and what you tell users are a legal matter, and we’d recommend advice on those. What we’ll do is make sure the implementation matches whatever policy you’ve decided on.
What should a marketing dashboard show?
Whatever answers the decisions you actually make, which is usually fewer metrics than people expect. Most useful dashboards fit on one screen and answer three questions: is the number that matters going up, which channels are contributing, and has anything broken. A twelve-tab dashboard showing every available metric gets opened twice and then never again.
Related
Reliable measurement underpins Google Ads, Meta Ads and CRO — it’s the first thing we fix on any of them. Search performance data is covered in SEO reporting.
Tell us what you need.
You’ll get a scope, a price and a timeline within one working day — no call required unless you want one.