Analytics & Business Intelligence
Measurement is a very foundation of every online effort. It serves two main purposes. First one is so we can track goals, metrics and KPIs and second so systems can learn from collected data. We implement analytical systems, primarily Google Analytics, so it collects meaningful data. We can then repurpose this data for custom dashboards, mostly prepared in Looker Studio which can be analyzed and used for decision-making and strategic planning. We also repurpose this data in advertising platforms for machine learning and improvements in ad performance.
We do this by using tracking pixels or server side APIs and by creating default, ecommerce and custom tracking events, incorporating online and offline measurements, loyalty and CRM systems with 1st party data by utilizing measurement protocol, which we track as KPIs or which later serve as guidance for machine-learning in order to reach campaign goals. To simplify this technobabble, we plan and execute complex multipoint tracking scenarios.
Clicks are not the finish line, revenue is. We connect marketing to revenue on first-party data: website enquiries, form leads and phone calls are tied to the campaigns behind them and followed through the CRM to a qualified lead and a closed sale. Comparing attribution models side by side (first touch, last non-direct, linear, position-based and time-decay) shows which channels actually earn their budget, and the real outcomes go back to Google Ads and Meta as offline conversions, so their algorithms optimise for sales rather than form fills.
Most of all we do this in a privacy compliant manner, while fully respecting user privacy.
In case you need help with funneling data analytics implementation, no matter how complex it may be, talk to us about your tracking setup.
Google Analytics
Globally most common analytics platform. We use it to track and to learn from data.
Google Tag Manager
Most common tag management platform. We use it to manage tracking pixels, events and 1st party data.
Attribution
Marketing tied to revenue on first-party data: leads, calls and sales traced to their campaigns, and sent back to Google Ads and Meta as offline conversions.
Looker Studio
Popular data visualization platform. It can aggregate data from multiple sources. We use it to create custom dashboards and reports.
BigQuery
SQL based data warehouse. We use it to store and to analyze large data sets, primarily from Google Analytics.
Clarity
Heatmap and session recording platform. We use it to analyze user specific behavior on websites.
Server-side tracking implementation: server-side GTM and Measurement Protocol
Client-side scripts lose data to blocked third-party cookies, ad blockers and declined consent. Server-side tracking routes events through your own controlled server environment first: you decide what gets shared, how it is formatted and where it is sent. We design and implement these architectures end to end.
What we set up:
- A tagging server (server-side Google Tag Manager) on your own domain, so identifiers are stored as first-party cookies that browsers keep, and your analytics stay intact as browser restrictions grow tighter.
- Consent-aware pipelines: Google Consent Mode v2 configured in Google Tag Manager or in the server-side setup, so consent is enforced in real time, sensitive fields are removed before data leaves your system, and the GDPR implementation and the measurement agree with each other.
- Measurement Protocol and conversion APIs: purchases, form submissions and app events confirmed from your backend to Google Analytics, Google Ads, Meta or TikTok instead of from a fragile browser script.
- Offline conversions: your POS, loyalty or CRM system sends the sale to Google Analytics or Meta's API when it happens, matched with hashed identifiers such as email or loyalty card number, so a Google Ad click and an in-store purchase a week later become one customer journey. This is what we built for a hotel group: GTM and tracking with online loyalty and CRM integration.
The full reasoning is in our article on server-side tracking and why it is the future of measurement.
What we implement
- Google Analytics (GA4) configured to collect meaningful data: default, ecommerce and custom events, goals, metrics and KPIs.
- Google Tag Manager as the single place for tracking pixels, events and first-party data, web and server-side.
- Multipoint tracking scenarios that join online and offline measurement, loyalty and CRM systems with first-party data through Measurement Protocol.
- Feeding advertising platforms: the same data goes back to Google Ads and Meta for machine learning and better ad performance, as we do on performance marketing campaigns.
Tracking is part of every build we do, not a plug-in added later: see web development and integrations.
Dashboards and business intelligence
Collected data is repurposed into custom dashboards and reports in Looker Studio, aggregating multiple sources, with BigQuery as the SQL data warehouse for large data sets, primarily from Google Analytics. Microsoft Clarity heatmaps and session recordings show how users actually behave on the site. For a hotel and residences brand this meant analytics implementation and Looker Studio reporting next to the ad campaigns.
How an engagement runs
We audit what is currently collected and how, write the measurement plan (events, parameters, conversions, consent states), implement it in GTM and on the server, test it, and document it for your team.