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Analytics & Reporting

Reporting is only as good as the tracking underneath it. A dashboard built on broken events will produce confident, well-formatted numbers that are wrong, which is worse than having no numbers at all.

What it is

Analytics & Reporting, defined plainly.

Two connected pieces of work. First, measurement: making sure the events, conversions and platform connections actually record what happened. Second, reporting: turning that into something a business owner can read in five minutes and act on.

We use Google Tag Manager as the single control point for every tag, GA4 for behavioural data, and platform conversion APIs where server-side data improves accuracy. Consent is handled properly, not bypassed.

The problem

The problem this solves

Common faults we find: conversions counted on page load instead of form submission, the same purchase recorded twice by two tags, GA4 configured with default settings and never revisited, tracking blocked by a consent banner that was installed incorrectly, and offline sales never connected back to the campaign that produced them.

The second problem is reporting that is technically complete and practically useless — twenty charts, no conclusion, no recommendation, and no answer to the only question that matters: should we keep spending this way.

What we do

The actual work, itemised.

Everything below is included in a analytics & reporting engagement. If something here is not relevant to your business, we say so and take it out rather than billing for it.

  1. Tracking audit

    Every existing tag, event and conversion action checked against what actually happens on the site. You get a list of what is broken, duplicated or missing.

  2. Google Tag Manager implementation

    One container, a documented data layer, and every platform tag configured inside it, so nothing is hard-coded into the site twice.

  3. GA4 configuration

    Key events defined around real business actions, internal traffic filtered, cross-domain and referral exclusions handled, channel groupings set up so the reports are readable.

  4. Conversion APIs

    Server-side conversion data for Meta and TikTok with proper deduplication, and enhanced conversions for Google where the data allows.

  5. Consent Mode

    Google Consent Mode v2 wired to the cookie banner, so analytics and advertising tags respect consent and you stay compliant without going dark.

  6. Dashboards

    A Looker Studio dashboard covering the channels you run, built once, updating automatically, accessible any time.

  7. Monthly reporting

    Written commentary alongside the numbers: what changed, why, what we are doing about it, and what we need from you.

Who it suits

A good fit if you are…

  • Any business spending on paid media without confidence in its numbers
  • Companies running multiple channels that need one consolidated view
  • E-commerce businesses with revenue data worth connecting properly
  • Businesses in the EU that need tracking and consent to coexist
  • Anyone who has inherited an account or website and does not trust the setup

Process

How the engagement runs.

  1. 01

    Audit

    Current setup reviewed end to end, with findings listed by severity.

  2. 02

    Specify

    A measurement plan: the events worth tracking, how each is defined, and what it maps to in each platform.

  3. 03

    Implement

    Tags, triggers and data layer built in GTM, with consent behaviour configured.

  4. 04

    Verify

    Test conversions run end to end through every platform before anything is considered finished.

  5. 05

    Visualise

    Dashboard built against the verified data, covering the metrics that were agreed in the plan.

  6. 06

    Review

    Monthly reporting cycle, with a short written interpretation attached to every report.

Outcomes

What we measure, and what we will not promise.

This work does not generate demand. It makes every other channel decision defensible. What it produces:

  • Conversion counts that match the enquiries you actually received
  • One dashboard instead of five platform logins
  • Clear attribution of results to channels, within the limits of what attribution can honestly claim
  • A documented setup a future agency or developer can pick up
  • Tracking that continues working after a consent banner is installed

Next step

Do your numbers match reality?

A tracking audit is a short piece of work that usually pays for itself in wasted spend identified.

Prefer email? r.marrian27@gmail.com

Replies usually within one business day.

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