the signal.
Analytics & Tracking
Tracking that holds up when someone asks where the number came from
If your ad platforms, GA4 and your CRM all report a different number, the tracking is the problem, not the channel, not the campaign, and usually not the agency you’re about to fire.
You’ll get a prioritised list of what’s broken and what to fix first, whether or not you use us to fix it.
Symptoms
You’ll recognise this if…
Google Ads, GA4 and the CRM report three different conversion counts and nobody can explain the gap
Someone set up GTM years ago, left, and the container now holds tags nobody will delete in case something breaks
Conversions look fine but half of them are duplicates, or page loads counted as form fills
Traffic that should be paid keeps landing in Direct
iOS updates, ad blockers and consent banners have been quietly eating your data and nobody quantified it
You’ve been told you need server-side tracking and can’t tell whether that’s true or a sales pitch
The work
What we actually do
Five phases. The audit comes before anything gets touched.
01
Audit before touching anything
A full pass over the container, the property, the data layer and the conversion setup. What fires, what double-fires, what silently stopped working in March. You get the findings written down and prioritised by impact and dependency, usable even if you take it in-house from there.
02
Fix the foundations
Container hygiene, a data layer that matches how the site actually works, event and conversion definitions that mean one thing rather than three. Cross-domain tracking where your site and app or portal sit on different domains, which is the place tracking most often breaks and nobody notices for a quarter.
03
Consent and server-side, where warranted
Consent Mode v2 implemented properly. Server-side tagging where there’s a real case for it. We’ll tell you when there isn’t, because server-side is genuinely useful and it’s also sold to a lot of people who don’t need it yet.
04
Connect it to the CRM
Tracking that stops at the form fill answers nothing. The gclid and campaign data captured and passed through to HubSpot, so a closed deal can be traced back to the click that started it. This is the step that turns analytics into something a sales leader cares about.
05
Keep it working
Tracking degrades. Sites get redeployed, tags get added, platforms change their rules. Monitoring and a review cadence so you find out from us rather than from a quarter of missing data.
Compliance
Consent Mode v2 and where your data goes
If you serve users in the EEA or UK, Google requires Consent Mode v2. Without it you lose conversion measurement and remarketing for that traffic entirely. Locally, POPIA governs how you collect and process personal information regardless of what Google requires. Most implementations we see are a banner that sets a cookie and changes nothing downstream. That’s the worst position to be in: the compliance cost without the measurement benefit, and a consent record that doesn’t match what’s actually happening. We’re not your lawyers and we don’t write legal opinions. We build the infrastructure your legal position depends on, and we tell you plainly where you’re exposed.
Deliverables
What you get
A written audit of the current setup, prioritised by impact and dependency
A clean GTM container and a documented data layer
GA4 configured with event and conversion definitions that are written down and agreed
Consent Mode v2 implemented end to end
Server-side tagging where it’s warranted, and a straight answer where it isn’t
The gclid and campaign data flowing through to HubSpot
Documentation, so the next person doesn’t inherit a mystery
Proof
This is the work, not an adjacent claim
We designed, implemented and still manage NetFlorist’s web tracking environment across Google Analytics and Search Console, and have done for the better part of a decade. We built and run the analytics setup at Vox Telecoms.
Honestly
Where this isn’t the right fit
If you want a tag added this afternoon, that’s a job for a freelancer and it’ll cost you a tenth of what we would. We’re worth it when the setup has drifted far enough that nobody trusts the numbers any more, and you need the whole thing straightened out and documented. We’re also the wrong call if nobody on your side can grant access to GTM, the domain or the CRM. That access is the work, and without it we’d be guessing, expensively.
Looking ahead
Looking at 2027
Every AI tool you connect next year reads whatever’s in your analytics and CRM. Feed them duplicated conversions and inconsistent event definitions and you don’t get obviously bad output you can catch. You get confident output you can’t check. Clean measurement is the thing that makes the AI layer worth having, and it’s cheaper to fix now than to unpick later.
Contact
Bring us what you’re seeing. We’ll show you what to do next.
Share a bit of context and what you’re trying to achieve. We’ll come back with the most useful next step and help you decide on the smallest set of moves that improves clarity, delivery, and measurement.
