Data & Analysis
If a number cannot be traced to revenue, we do not report it.
Every engagement begins with a measurement audit: GA4 configuration, consent mode, server-side events, CRM and POS joins, UTM governance and de-duplication between platforms. Most accounts we inherit are double-counting somewhere; we fix that before we judge performance.
Reporting lives in a single dashboard the client can open at any time — channel performance, contribution margin, CAC and payback by cohort — with a written monthly analysis that says what changed, why, and what we are doing about it.
Conversion work runs continuously: session replay and funnel diagnostics identify the friction, and we ship prioritised tests with a defined minimum detectable effect rather than redesigning on opinion.
At a glance
- Daily
- Monthly
- Week 1
- Project audit, then retained analytics
- Analyst
- Day 20
Tools & stack
What the work includes
Measurement architecture
GA4 and server-side tagging, consent mode v2, offline conversion imports, POS/CRM joins and UTM governance.
Attribution
Platform de-duplication, last-click vs data-driven comparison, geo holdouts and media-mix reads where spend supports it.
Dashboards
Looker Studio or BigQuery-backed dashboards with channel, cohort, margin and pacing views, refreshed daily.
Conversion optimisation
Funnel diagnostics, session replay, hypothesis backlog scored by impact and effort, A/B tests with pre-agreed significance.
Forecasting
Archimedes scenario models for demand, seasonality and budget allocation, reconciled monthly against actuals.
What you receive
- Measurement audit and fix list
- Server-side tracking implementation
- Live commercial dashboard
- Monthly written analysis
- CRO test backlog and results log
- Rolling forecast