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Systems & Automation / Service

Analytics and tracking you can trust and act on.

GA4, Google Tag Manager, UTMs, conversion tracking and Data Studio (formerly Looker Studio) dashboards set up so every lead and sale shows where it came from, and your marketing and CRM numbers finally agree.

Get a free review What's included
01 / ACCURACY Numbers that match the CRM
02 / SOURCE Every lead shows its channel
03 / CLARITY One dashboard for the team
Free enquiry

Request a free tracking review

Share your website and the tools you use. We will reply with the biggest tracking gaps and what to fix first.

Common problems

Signs you need this

04 signs to look for
▪ DATA 01

GA4, ads and CRM all disagree

Each tool reports a different number of leads, so nobody trusts any of them.

Root cause: No single source of truth
▪ EVENTS 02

Conversions count the wrong things

Page views, button clicks or duplicate events are counted as leads, and ad platforms optimise for them.

Root cause: Broken conversion setup
▪ SOURCE 03

Leads arrive as direct or unknown

UTMs are missing or inconsistent, so you cannot tell which campaign or post brought a lead.

Root cause: No UTM discipline
▪ REPORTING 04

Reports take hours every month

Someone exports data from several tools into a spreadsheet, and the numbers are out of date by the time anyone reads them.

Root cause: Manual reporting
Scope

What's included.

The usual scope. After the free review we agree the exact work in writing, so you only pay for what you need.

Tracking audit

GA4, Tag Manager, ad platform conversions, UTMs and CRM lead sources checked together.

Measurement plan

Which actions count as leads and sales, which events to track and how they are named.

GA4 and Google Tag Manager

A clean setup of events, key events, consent mode and form or cross-domain tracking.

Ad platform conversions

Google Ads, Meta and LinkedIn conversions sent from the same events, so platforms learn from real leads.

UTM and source capture

A UTM naming guide, plus source and campaign saved with every lead in your CRM.

Dashboards

Data Studio (formerly Looker Studio) dashboards for leads, cost and sales by channel, refreshed automatically.

Deliverables

What you get.

Deliverable01 / 04

Tracking audit

Every gap and error found, ranked by how much it affects decisions.

Output: Prioritised fix list
Deliverable02 / 04

Measurement plan

Events, key events, naming rules and where each one is recorded.

Output: Measurement plan
Deliverable03 / 04

Working tracking

GA4, Tag Manager and ad conversions set up and tested end to end.

Output: Tested setup
Deliverable04 / 04

Live dashboard

One dashboard your team can open any day without exporting data.

Output: Dashboard
Process

How the work runs.

  1. STAGE 01 Discovery

    01 Map

    We audit GA4, Tag Manager, ad conversions, UTMs and how lead sources reach your CRM.

    Output: Tracking audit
  2. STAGE 02 Foundation

    02 Align

    We agree which actions count as leads and sales, how events are named and what the dashboard should show.

    Output: Measurement plan
  3. STAGE 03 Execution

    03 Build

    We set up and test GA4, Tag Manager, ad platform conversions and source capture end to end.

    Output: Working tracking
  4. STAGE 04 Iteration

    04 Improve

    We check data quality every month, fix gaps and keep the dashboard useful as campaigns change.

    Output: Monthly data check
Ways to work with us

Start small or go all in.

Pricing depends on scope, so we agree it in writing after the free review. These are the three usual ways to start.

Model 01 Start here

One-time audit

A full review of the area you choose, with a written, prioritised list of what to fix and why.

Best whenYou want clarity before committing to a bigger project.

Discuss this
Model 02 Build

Fixed-scope project

A defined piece of work, such as a new website, a CRM setup or an SEO foundation, with deliverables and timeline agreed in writing.

Best whenYou already know what needs to be built or fixed.

Discuss this
Model 03 Run and improve

Ongoing support

Monthly work on SEO, content, campaigns or CRM, with regular reviews and reporting tied to enquiries and sales.

Best whenYou want a team that keeps improving results over time.

Discuss this
Part of one system

How this connects to the rest.

Analytics & Tracking works best when it shares the same plan and data as the rest of your marketing.

FOUNDATION Strategy & Brand Direction Defines who you target and what you say, so campaigns, pages and sales start from the same message. Explore ACQUISITION Demand & Growth Marketing Brings the right visitors through search, AI answers, content, social and paid campaigns. Explore CONVERSION Websites & Digital Experience Turns visitors into enquiries and orders with clear pages, fast load times and simple forms. Explore
Who it is for

Is this a fit for you?

For businesses that spend on marketing but cannot say clearly what it returns.

Teams running ads

You need ad platforms to learn from real leads and orders, not clicks.

B2B and service businesses

Leads go into a CRM, and you want to see which channel each one came from.

eCommerce and D2C brands

Orders, revenue and returning customers tracked correctly across GA4 and ads.

Platforms

Tools we work with

We start with what you already use
  • [ Google Analytics 4 ]
  • [ Google Tag Manager ]
  • [ Data Studio (formerly Looker Studio) ]
  • [ Google Search Console ]
  • [ Google Ads ]
  • [ Meta Events Manager ]
  • [ Zoho CRM / HubSpot ]
  • [ Microsoft Clarity ]
Learn and try

Related guides and free tools

ANALYTICS13 min read GA4 Setup for Lead Generation and eCommerce To set up GA4 for lead generation and eCommerce, create one property and web data stream, raise data retention to 14 months,… Read guide ANALYTICS13 min read Google Tag Manager: Events, Consent Mode and Server-Side Google Tag Manager (GTM) is Google’s free tag management system: one container snippet on your site lets you add, change and remove… Read guide ANALYTICS12 min read Marketing Analytics & Attribution: Measure Decisions, Not Dashboard Activity Turn observable signals into better decisions without invented causality. Read guide
Free tools
Free tool Open → UTM link builder Build consistent campaign links so every visit and lead shows its real source. Free tool Open → Marketing ROI calculator Work out cost per lead, cost per sale and return on your marketing spend.
FAQ

Questions about Analytics & Tracking.

01 Do we need Google Tag Manager if GA4 is already installed?

Not always, but it helps. Tag Manager lets you add and change tracking for forms, calls and ad platforms without editing the website code each time, and keeps everything in one place.

02 Why do GA4 and our CRM show different lead numbers?

Usually because of duplicate events, spam, consent choices or leads that come in by phone or WhatsApp. We find the cause and set up tracking so the gap is small and explained.

03 Can you track leads all the way to sales?

Yes, where your CRM allows. We save the source and campaign with every lead, and can send qualified leads or sales back to Google Ads and Meta.

04 Does tracking work with cookie consent?

Yes. We set up Google consent mode with your cookie banner, so tracking respects visitor choices and still gives you useful data.

05 Who owns the accounts and dashboards?

You do. Everything is set up in your own Google and ad accounts, and we have access only while we work together.

Free review

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