Skip to content
Analytics & Data

Analytics & Data

Ad platforms only learn from what you send them.
Start a projectHow we measure it

Measurement you can defend in a board meeting: GA4 and server-side tagging, conversion data returned to every ad platform, warehouse pipelines and dashboards that reconcile with finance. Then a quarterly incrementality test, so the attribution model has to prove itself rather than assert itself.

Browser tracking now records roughly two thirds of what happens on a site. Server-side tagging takes it past 90%, and that gap decides whether an ad platform is optimising against your customers or against the ones who left an ad blocker off. Most of the work is unglamorous: an event taxonomy, consent handling that survives a legal review, and a naming convention agreed in a room with sales in it.
Then we make the numbers reconcile. Revenue in the dashboard matches revenue in the finance system, closed deals import from your CRM nightly, and a geo-lift or holdout test runs each quarter to check what the model is claiming. Attribution is a model, not a fact. We'll tell you which model we're using, and what it flatters.

What you get

Deliverables, specifically.

8 things you can point at. Scope is agreed in writing before the first invoice.

  • A measurement plan and KPI tree: the number the board reads, and every input that moves it
  • GA4 audit and re-implementation, a documented event taxonomy, and consent mode configured for the markets you sell in
  • Google Tag Manager and server-side tagging on your own subdomain, with first-party data collection
  • Conversion APIs for Meta, Google, TikTok and LinkedIn, plus nightly offline imports of closed deals from your CRM
  • Warehouse pipelines in BigQuery or Snowflake, with modelled marketing tables in your account
  • Dashboards in Looker Studio, Power BI or Tableau, reconciled against the finance system before anyone signs them off
  • An incrementality programme: geo-lift and holdout tests, and marketing mix modelling once there is enough history to model
  • Product analytics, cohort and LTV models, QA monitoring that alerts when a tag breaks, and the documentation to run all of it without us

How it runs

3 steps. Then it compounds.

Our method, narrowed to this service. Every step ends with a document, a build or a number you can check.

  1. 01

    Plan

    A measurement plan, an audit of what is recorded today, and an event taxonomy signed off by marketing, sales and finance.

  2. 02

    Implement

    GA4, tag manager, server-side container, conversion APIs and warehouse pipelines, each checked against a source of truth before it goes live.

  3. 03

    Prove

    Dashboards in your accounts, a monthly read-out, and quarterly holdout tests that let the attribution model be wrong in public.

Questions

Asked often.

  • If you spend on paid media, yes. Browser collection loses a third of your conversions to blockers, cookie limits and iOS, and the platforms bid on what reaches them. If you spend nothing on media yet, fix the taxonomy first and leave the server side until you do.

Goes well with

Related services.

Also in Automate: AI agents

Start with analytics.

30 minutes, no deck. We'll tell you what we'd fix first, and whether it needs us.
or write to contact@bizzarmarketing.com