Analytics & tracking you can actually trust.
Know what is actually working.
The real problem
What’s usually going wrong, and what we do about it.
GA4, GTM, Meta Pixel and conversion tracking set up properly, so you can see where leads come from and which campaigns turn into customers.
The problem
The real cause
What we do
The problem
Google, Meta and your CRM all report different numbers.
The real cause
Duplicate tags, missing events and inconsistent naming, so each tool counts something slightly different.
What we do
We audit what fires, remove duplicates and set up clean conversion events named the same way everywhere.
The problem
You can’t tell which campaign produced a customer.
The real cause
Source data is lost between the click, the form and the CRM.
What we do
Consistent UTMs, source data saved with every lead, and CRM or offline conversions sent back where feasible.
The problem
Ad platforms optimize toward the wrong people.
The real cause
They learn from whatever conversion data they receive, including bad data.
What we do
Accurate events, plus server-side tracking and the Conversions API where appropriate, so they learn from real leads.
How we approach it
Analytics & Tracking, done properly.
If your tracking is broken, every other decision is a guess. Ad platforms optimize toward whatever conversion data they receive. If that data is missing, duplicated or counting the wrong thing, budget gets pushed in the wrong direction and nobody notices until the bank balance does.
We set up and fix the measurement layer behind your marketing: GA4, Google Tag Manager, the Meta Pixel, Google Ads and Meta conversion tracking, UTM conventions and funnel events. Where it is appropriate, we add server-side tracking or the Meta Conversions API, and connect to your CRM where technically feasible.
The goal is to answer five questions clearly: where users came from, what they did, where they dropped off, which campaigns generate leads, and which leads become customers. How far we can take that depends on your tracking setup, your tools and your business model, and we will be clear about what is and is not measurable.
What we do
The work, in practice.
What running Analytics & Tracking with us actually involves, week to week.
Capabilities
- GA4 setup and configuration
- Google Tag Manager
- Meta Pixel
- Conversion event setup
- UTM tracking conventions
- Funnel tracking
- Lead tracking
- Google Ads conversion tracking
- Meta conversion tracking
- CRM integrations where technically feasible
- Server-side tracking and Conversions API where appropriate
- Attribution and reporting
- 1
Tracking audit
We check what is firing, what is missing and what is double-counting across GA4, GTM, the Meta Pixel and Google Ads. You get a plain-English list of what is wrong and what it affects.
- 2
Clean conversion events
We define which actions count as conversions, name them consistently, and make sure each platform receives the right ones. Form fills, calls, bookings and purchases are tracked as separate events.
- 3
UTM and source tracking
Consistent UTM conventions across every campaign, with source data captured alongside each lead, so you can see where leads came from beyond what the ad platforms report.
- 4
Server-side and CAPI where appropriate
Browser tracking misses more events than it used to. Where it makes sense, we add the Meta Conversions API or server-side tagging to fill the gaps.
- 5
CRM and offline conversions
Where technically feasible, we connect lead outcomes from your CRM back to the ad platforms, so campaigns can be judged on customers, not just form fills.
- 6
Reporting you can read
Dashboards and reports that show spend, leads, cost per lead and, where data allows, revenue by channel and campaign, without drowning you in metrics.
Know what is actually working
Five questions your tracking should answer.
If you can't answer these with confidence, every budget decision is partly a guess.
The question
How we answer it
01Where did users come from?
How we answer it: Consistent UTMs and source data saved with every lead.
02What did they do?
How we answer it: GA4 events for the actions that matter, named the same way everywhere.
03Where did they drop off?
How we answer it: Funnel reports from first visit to form, call or checkout.
04Which campaigns generate leads?
How we answer it: Clean conversion tracking in Google Ads and Meta, checked against GA4.
05Which leads become customers?
How we answer it: CRM and offline conversions sent back to the platforms, where technically feasible.
How far we can take it depends on your tools and business model. The audit tells you what’s realistic before any work starts.
What changes for you
Built to improve, not to promise.
No promised numbers: results depend on your offer, market, budget and follow-up. This is what the work is built to improve.
Decisions based on real data
Budget moves based on what is actually driving leads and sales, not on what a platform claims.
Ad platforms that optimize properly
Accurate conversion data helps Meta and Google find more of the people who convert.
A clear view of the full funnel
See where people come from, where they drop off and which campaigns produce customers, not just clicks.
Fewer surprises
Broken tracking gets caught early instead of months later when the numbers stop making sense.
Scope
What’s included, and what isn’t.
Clear scope up front saves awkward conversations later. Ad spend is always paid by you, directly to the platforms.
Included
- Tracking audit across GA4, GTM and ad platforms
- GA4 property configuration
- GTM container setup or cleanup
- Meta Pixel and Google Ads conversion tracking
- Conversion event definitions and naming
- UTM naming conventions
- Lead source capture
- Conversions API or server-side tracking where appropriate
- CRM and offline conversion connections where technically feasible
- Reporting dashboard
You own your accounts and your data. We work inside accounts that belong to your business, with access you grant and can remove at any time. If we part ways, everything stays with you.
Not included
- Not included: Custom data warehouse or BI builds
- Not included: Legal advice on privacy, cookies or consent requirements
- Not included: CRM implementation or migration
- Not included: Tracking for platforms we do not have access to
- Not included: Perfect attribution (no tool can fully deliver this)
Works well for
Where we use Analytics & Tracking.
The industries where this service usually does the heavy lifting, and the services it's most often paired with.
- Industry
SaaS
Paid acquisition for SaaS that counts demos and trials, not just signups.
- Industry
Home Services
More calls and quote requests from people in your service area who are ready to book.
- Industry
Professional Services
Fewer tire-kickers. More qualified consultations.
- Industry
E-commerce
Paid acquisition for online stores, measured on revenue, not just ROAS screenshots.
Often paired with
Meta Ads
Facebook and Instagram campaigns built around the leads and sales you actually need.
Learn moreGoogle Ads
Show up when people are searching for what you sell, and stop paying for searches that never convert.
Learn moreCRO
Find out why visitors leave without converting, then fix the reasons that matter most.
Learn more
Previews are illustrative sample screens, not client data.
FAQ
Analytics & Tracking: straight answers.
Straight answers to what people ask before starting.
Something else? Send us a message or book a call.
Why do Meta, Google and GA4 all show different numbers?
Each platform uses its own attribution rules, windows and data sources. Meta and Google each tend to claim credit for conversions they touched. Some difference is normal. Big gaps usually point to a tracking problem worth fixing.
Do I need server-side tracking?
Not always. It helps most when browser tracking is losing a meaningful share of conversions, for example due to ad blockers or browser privacy features. We recommend it where the benefit justifies the setup.
Can you connect our CRM?
Where technically feasible, yes. Common CRMs such as HubSpot, Salesforce, Pipedrive and GoHighLevel can often send lead outcomes back to Google and Meta. Feasibility depends on your CRM, plan level and how leads are captured.
Can you tell me exactly which ad produced each sale?
Sometimes, but not always. Attribution depends on tracking quality, sales cycle length and how many touchpoints a customer has. We aim for data that is accurate enough to make good budget decisions, and we are honest about its limits.
Do you handle cookie consent?
We configure tracking to work with your consent tool, including Google Consent Mode where relevant. Your legal obligations, especially for UK and EU visitors, should be confirmed with your own legal advisor.
Next step
Ready to see where your funnel is leaking?
Get a practical growth audit covering acquisition, landing pages, conversion and tracking.
- Acquisition
- Landing pages
- Conversion
- Tracking