Capabilities

Web analytics

Measurement you can trust, tied to revenue rather than vanity metrics.

A tablet showing website traffic charts on a wooden desk

Overview

Marketing decisions are only as good as the numbers behind them, and in most businesses the numbers do not agree with each other. We set up and repair the web analytics underneath your marketing, so that a lead in the CRM can be traced back to the campaign that produced it.

We work alongside your marketing team or agency. They decide what to run; we make sure it is counted correctly.

What we do

  • Google Analytics 4 and Tag Manager. A clean setup with events named consistently, and data retention and settings configured correctly from the start.
  • Tracking audits. Every tag, event and pixel on the site checked against what each platform reports, with a list of what is missing, broken or counted twice.
  • Conversion and pixel tracking. Advertising platforms told about the same conversions, defined the same way.
  • Attribution to the CRM. Campaign source captured with every form, chat and call, and stored on the lead so revenue can be traced to its origin.
  • Third-party tools. Chat, intake and scheduling tools brought into the same tracking, so leads that arrive outside your forms are still counted.
  • Scheduled reporting. Daily, weekly and monthly reports built and delivered automatically.
  • Finance reconciliation. Payment and platform reports matched and assembled for the finance team each month.

When to call us

  • The advertising platform and the CRM disagree about how many leads you had.
  • You cannot say which campaign produced a given customer.
  • Conversions appeared to drop overnight after a redesign.
  • Several agencies have added tags over the years and nobody knows what is there.
  • Someone builds the same report by hand every month.

How we work

01

Audit the tracking

We check every tag, event and pixel against what your platforms report, and list what is missing or double-counted.

02

Fix and document

We correct the tracking and leave a written map of what is measured, where and why.

03

Report

Reports are tied to leads and revenue, so decisions rest on figures everyone accepts.

What we work with

  • Measurement. Google Analytics 4, Google Tag Manager, Adobe Analytics, Adobe Experience Platform Tags, Google Site Kit and Microsoft Clarity
  • Advertising. Google Ads and Google Data Manager, including Enhanced Conversions, Meta Ads and Microsoft Advertising
  • CRM and forms. Salesforce, HubSpot, Zoho CRM and Formstack
  • Fundraising and payments. DonorDrive, Classy, Braintree and PayPal
  • Reporting sources. Shopify, and Microsoft 365 and SharePoint for delivery

This is a sample of what we work with, not the full list. If your platform is not here, ask. We have very likely worked with it, or with something close to it.

Related insights

Related work

All case studies

Let’s talk about where your technology should be in a year.

Book a strategy call

678-905-5108