Analytics & Reporting
Numbers worth acting on
Bad measurement is worse than none: it produces confident decisions in the wrong direction. Most reporting problems are definition problems wearing a dashboard.
Analytics work begins with a measurement plan: what the business needs to know, which events and properties answer those questions, and who reads the answer. Implementation follows the plan, not the other way round.
We implement and validate tracking, build reporting that stakeholders can actually read, and document every definition so that a number means the same thing in six months and to a new hire.
Problems we solve
What usually brings people to this work.
Conflicting numbers
The platform, the analytics tool and the finance report each produce a different figure, and nobody can reconcile them.
Tracking that was never validated
Events fire twice, or not at all, and the error has been quietly shaping decisions for months.
Dashboards nobody opens
Reporting shows what is easy to collect rather than what a decision depends on.
Consent handled as an afterthought
Tags fire before consent, or consent is collected in a way that does not stand up to scrutiny.
Methodology
How the engagement runs.
- 01
Measurement plan
Business questions first, then the metrics that answer them, then the events, parameters and definitions required to produce those metrics.
- 02
Implementation
Analytics and tag configuration, conversion and server-side tracking where appropriate, consent mode and data layer specification for your developers.
- 03
Validation
Systematic quality assurance across devices and journeys, with reconciliation against back-office or CRM data wherever possible.
- 04
Reporting
Dashboards and a reporting rhythm built for the people who read them, with written definitions so the numbers stay comparable over time.
Deliverables
- Measurement plan and metric definitions
- Analytics and tag management implementation
- Data layer specification for developers
- Consent configuration aligned with your cookie policy
- Tracking validation and quality assurance report
- Dashboards for marketing and leadership
- Documentation and team handover session
Benefits
One version of the truth
Shared definitions end the recurring argument about whose number is right.
Faster, calmer decisions
When the data is trusted, meetings move from questioning the report to acting on it.
Privacy considered from the start
Consent and data minimisation are designed into the implementation rather than retrofitted after a complaint.
Typical objectives
- Trust the numbers in the weekly report
- Connect marketing activity to pipeline or revenue
- Meet GDPR expectations around consent and tracking
- Replace manual reporting with something maintainable
Questions
Frequently asked.
Most commonly GA4 and Google Tag Manager, alongside platform-native reporting. We also work with privacy-focused alternatives where that fits your requirements better, and we will say when a simpler tool would serve you well.
We implement consent-aware tracking and data minimisation, and we document what is collected and why. We are not a law firm: final compliance validation should be confirmed by your legal counsel or DPO.
Yes, in the tools you already use where possible. We avoid introducing new subscriptions unless there is a clear reason for one.
More answers on the FAQ page.
Considering analytics & reporting?
Tell us your objective, your current setup and what you have already tried. You will get a view on scope, sequence and whether this is the right place to start.