Web analytics agency: data that shows what works, and why

Data is only the start. What counts is the decisions you base on it. Analytics shows where your customers come from, how they use your site and which marketing actions work. We design measurement systems that tie traffic, conversions and sales to your business goals, for ecommerce, B2B and service companies.

We implement GA4, Google Tag Manager, conversion tracking, enhanced ecommerce and Consent Mode v2. We audit data quality, configure events and connect your tools to the ad platforms, which cuts measurement errors. The work does not stop at configuration. We analyse user paths, traffic sources, conversion rates and channel performance, and we build custom dashboards that pull data from ad, analytics and sales systems through APIs, so your KPIs sit in one place.

A good implementation starts with a measurement plan, not with tags. First we define the business questions, then the events, parameters and tools. The plan sets out what you measure, why, in which system and how the data is checked. It covers business and marketing goals, primary and secondary KPIs, the list of events and parameters, definitions of conversions and their values, a map of data sources and integrations, naming and quality-control rules, and who interprets the reporting. For a B2B company, the main conversion may be an enquiry qualified by sales, not just a submitted form.

GA4 is built on events rather than mainly on sessions and pageviews. Google Tag Manager manages your analytics and marketing tags from one place, and its data layer passes information about events, products, transactions and purchase stages. GTM does not replace GA4: GTM manages the implementation, GA4 analyses the data. Installing the code is not enough, because events, parameters, consent and data completeness all need verifying. See our GA4 and Google Tag Manager implementation.

A conversion is an action with business value: a purchase, a form, a booking, a subscription. We separate primary conversions, used to judge results, from supporting events that explain behaviour. Typical events include purchase, generate_lead, add_to_cart, begin_checkout, sign_up and contact events such as clicks on a phone number or email address. A click is not always a conversion, so we set up measurement to limit false and duplicated events. Conversion quality matters for Google Ads for ecommerce and other campaigns too, because the algorithms learn from this data.

In an online shop, we measure the whole process, from product views and the basket to payment and transaction value, with transaction IDs to catch duplicates. We compare analytics data with your shop's orders, because consent, measurement blocking, returns and different reporting rules create gaps.

In B2B, the number of forms does not show effectiveness. The sales process takes weeks or months and only some enquiries end in a contract. We connect analytics with your CRM and sales data, so you can judge the business value of a lead, not just its source: enquiries, the share of sales-qualified leads, cost per qualified lead, movement between pipeline stages, won deals, revenue and customer acquisition cost. This needs correct mapping of identifiers, sources and data-processing rules. See also Google Ads for B2B.

Google Consent Mode v2 adjusts how Google tags behave according to the consent your consent management platform passes on. It is an important part of measurement infrastructure. It uses four signals: analytics_storage, ad_storage, ad_user_data and ad_personalization, and how you configure them affects how analytics and advertising data is handled.

In an implementation we pay attention to the default consent states, the integration with your consent platform, updating the signals after the user's choice, the order in which tags fire, verification in diagnostic tools and fit with your consent mechanism. Consent Mode is not a way to collect unlimited data without consent. It can support modelling of missing information, but it does not recover every lost event. And an implementation does not replace a legal assessment of your compliance with privacy and cookie rules.

Data is scattered: costs in Google Ads and Meta Ads, behaviour in GA4, sales in your CRM or ecommerce platform. We design dashboards around your goals, not off-the-shelf templates. They can combine ad platform costs and results, GA4 traffic and conversions, ecommerce transactions and CRM lead statuses and sales results, and show spend, revenue, ROAS, CPA, lead quality and progress against goals.

The scope depends on what can be integrated. In larger projects we also plan for validation, storage and unification of the data. At greater scale, standard reports may not be enough, and BigQuery implementation for marketing lets you work on raw GA4 events and join them with other systems. The aim is not the most charts, but an answer to one question: what works, what does not and where to invest. If traffic is high but sales are not, our CRO audit takes it from there.