Data and Intelligence
Tracking, Data and Business Intelligence
Measure properly before spending more. This is where most operations fail.
What has to be measured before increasing ad spend?
Before scaling budget you need a working measurement plan: conversion events defined and documented, firing once and carrying the right parameters; tracking sent server-side as well as from the browser; the source of every lead preserved through to the CRM; and one agreed source of truth for investment decisions. Without that, more budget simply increases volume on top of data that does not describe reality, and the optimisation algorithm learns from an incomplete signal.
Deciding without measuring is gambling
This is the stage almost nobody delivers properly, and the one every other stage depends on. A campaign optimised on wrong data just spends better in the wrong direction.
Before proposing any investment, we audit what is being measured, what is being lost and what is being counted twice. It is common to find entire operations deciding on numbers that do not describe reality.
From event to business indicator
A documented measurement plan. Which events exist, what each one means, which parameters it carries. Without documentation, every person who touches the account invents their own convention and the history is lost.
Redundant tracking. Pixel in the browser and Conversions API on the server, with correct deduplication. It recovers a large share of conversions that would otherwise disappear.
A funnel visible end to end. From impression to recorded revenue, through lead, qualification and proposal. That is what lets you see exactly which stage loses the result.
A dashboard that answers questions. Built from the decisions management actually needs to make: which channel to scale, which location is underperforming, where the funnel stalled this month.
What you receive
- Implementation and audit of GA4, Google Tag Manager and Meta Pixel
- Conversions API to reduce conversion data loss
- Measurement plan with documented events, conversions and parameters
- Journey mapping and marketing-to-sales funnel structure
- Dashboards and management indicators
- Cleaning, organising and cross-referencing data from different sources
- Funnel analysis identifying the bottleneck at each stage
- Monitoring by channel, campaign, location and journey stage
When this comes in
This work is deployed inside one of the stages below, depending on where your operation stands.
FAQ
Questions about tracking, data and business intelligence
What is Conversions API and why does it matter?
It sends conversion events straight from the server to the ad platform instead of relying only on the browser. It matters because blockers, privacy settings and browser limitations make the Pixel lose a meaningful share of conversions. Less data means worse campaign optimisation and reports that understate the real result.
Do you deliver dashboards, and in which tool?
Yes, usually in Looker Studio because it is free and accessible to the client, but the tool follows whatever the operation already uses. What we define first is which decisions the dashboard needs to support. A beautiful panel nobody opens is a cost, not a deliverable.
We already have GA4 installed. Do we still need this?
Having GA4 installed and having GA4 measuring correctly are different things. In most audits we find duplicated events, badly defined conversions, internal traffic not excluded and traffic sources broken by missing parameters. That is why the measurement audit opens the diagnostic.
Next step
How much is your operation losing each month?
Almost every company loses opportunities without knowing: conversions never recorded, leads nobody answers in time, budget going to the wrong channel. Within weeks you have that number, and the list of what to fix first.