Marketing Analytics & Measurement
Data you can trust. Decisions you can explain.
We design and implement measurement that captures what matters, respects privacy choices and turns raw numbers into insight your team can act on.
Marketing Analytics
Measurement is a product. It needs design and maintenance.
Most marketing teams have more data than they can use and less confidence in it than they would like. Tags break silently, conversion definitions drift between platforms and reports disagree. Before analysis can be useful, the measurement foundation has to be reliable.
We start with a measurement plan: the business questions you need answered, the events and conversions that answer them, and the definitions everyone will use. We then implement tracking through tools such as Google Tag Manager and Google Analytics 4, with consent controls built in.
Reporting is designed for decisions. Rather than exporting every available metric, we build views that show what is changing, why it may be changing and what to consider doing about it, with clear notes on data limitations.
Business applications
Where marketing analytics makes a difference.
Reliable tracking, connected data and reporting that helps teams make better marketing decisions.
Rebuilding unreliable tracking
Audit and repair tags, events and conversions so platforms and reports agree.
Implementing consent-aware measurement
Connect your consent banner to your tags so visitor choices are respected.
Creating leadership dashboards
Give decision-makers a concise view of marketing performance against agreed goals.
Understanding channel contribution
Analyse how channels work together across the customer journey.
Detailed capabilities
What the work includes.
Every engagement is scoped to your needs. These are the capabilities we most often bring to marketing analytics work.
Measurement planning
Business questions, KPIs, event taxonomies and conversion definitions documented in one place.
GA4 and Tag Manager implementation
Configuration, custom events, conversions and data quality checks across your website.
Consent Mode and privacy controls
Consent banner integration, Google Consent Mode, data retention settings and IP handling aligned with your privacy obligations.
Advertising conversion tracking
Google Ads conversions, Floodlight activities for Campaign Manager 360 and Display & Video 360, and other platform pixels.
Dashboards and reporting
Looker Studio or other BI dashboards with clear definitions and annotations.
Analysis and insight
Deep dives into channel performance, customer behaviour, cohorts and attribution questions.
Process & methodology
How we approach it.
A clear sequence, adapted to your situation. Every stage ends with something you can review.
Audit
Review current tracking, data quality, tools and reporting.
Plan
Agree business questions, KPIs, events and definitions.
Implement
Build and test tracking, consent integration and data connections.
Report & analyse
Deliver dashboards and regular analysis that informs decisions.
A number without a definition is an argument waiting to happen.
FAQ
Questions about marketing analytics.
Have another question? Contact our team or browse the full FAQ.
Can you set up GA4 and Google Tag Manager for us?
Yes. We plan, implement and test GA4 and Google Tag Manager configurations, including conversions, custom events and consent controls.
How do you handle privacy and consent?
We design tracking so that non-essential tags respect visitor consent choices, and we configure data retention and similar settings conservatively. Your organisation remains responsible for its privacy compliance, and we recommend legal review of policies and consent text.
Why do numbers differ between Google Ads and Google Analytics?
Platforms use different attribution models, counting methods, time zones and consent-related data gaps. We document these differences so teams understand which figure to use for which decision.
Can you track offline conversions from our sales team?
Often, yes. Depending on your CRM and processes, offline conversion imports can connect qualified leads or sales back to marketing activity. We assess feasibility and privacy implications first.
Related services
Let’s talk about marketing analytics.
Share a little about your goals and current situation. We will come back with questions, an initial perspective and suggested next steps.