Analytics and measurement
Roughly a third of the companies we meet are making budget decisions on numbers that are simply wrong. Not imprecise — wrong, in ways that reverse the ranking of their channels.
This is for you if
- Your platforms report more conversions than you have orders.
- Sales, finance and marketing each have a different revenue number.
- You cannot trace a closed deal back to what caused it.
- You are about to make a big budget decision and have a bad feeling about the data.
This is not for you if
- You want a prettier dashboard. That is a symptom; we treat the cause.
- Nobody will give us access to the ERP or CRM. Then we can only measure the website, which is the shallow half of the problem.
What is included
The actual work.
Measurement audit against reality
We reconcile every tracked conversion against your actual order or deal table. The gap is usually between 15% and 40%, and it is never random.
Server-side tracking
Server-side GTM, Conversions API, enhanced conversions. Ad blockers and ITP eat roughly three in ten conversions client-side, disproportionately your high-value ones.
Closing the loop to revenue
Offline conversion imports back into the ad platforms, so the bidding algorithm optimises toward customers instead of form fills. This single change is the highest-return thing we do.
One agreed number
We pick a source of truth — usually the ERP — and everything reports against it. Arguments about whose dashboard is right are a tax on every meeting.
How it runs
And how long it honestly takes.
- Weeks 1–2
1. Reconcile
Compare what the platforms claim against what actually happened. Expect a difficult meeting at the end of this.
- Weeks 2–6
2. Rebuild collection
Server-side infrastructure, consent handling, deduplication across platforms.
- Weeks 5–9
3. Close the loop
Wire revenue back to the platforms and to the reporting layer.
- Week 10
4. Hand over
Documentation and training. This is a project, not a retainer — we would rather you did not need us for it twice.
The honest part
This work makes your numbers look worse before it makes your business better. Every analytics engagement includes a meeting where we tell you the results you have been reporting to your board were overstated.