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3–12 days
Advertising
Web Analytics: Conversion Tracking and Reports for Business Owners
Web analytics exists to support decisions, such as which channel to switch off and which to scale. Reports are a by-product. So the work starts with checking whether the numbers mean what you think they mean, and the charts come later. The most common faults repeat from project to project: the wrong action is counted as a conversion, one inquiry lands in the report twice, the traffic source gets lost because of incorrect tags, and some events never arrive at all. From there the tasks diverge. Some clients need tracking set up from scratch, others need data tied to ad spend and sales, and some simply need a report they can open once a week and understand.
How it works
What analytics is made of and how we work with it
We collect events
We set up which actions on the site are recorded: product view, cart, purchase, request.
We connect the sources
GA4, ads and CRM get the same data, so the numbers in different dashboards do not contradict each other.
We show what it means
Reports answer business questions: where orders come from and where visitors drop off.
Analytics shows what is happening but does not improve anything by itself. What conclusions follow depends on your data.
- What we check first
- What counts as a conversion
- a contact page view and a real inquiry are different things
- Task types
- 8
- GA4, GTM, events, ecommerce, end-to-end, consent, tags, reports
- Data
- In your accounts
- GA4, GTM and ad accounts are registered in your name
- Warranty on work
- 30
- days
- from the date the acceptance act is signed; errors on our side are fixed free of charge
Conversion tracking
Events for all avenues of appeal instead of the thank you page, cleaning duplicates, transferring conversions to advertising offices. The appeal card is free.
3–14 days
E-commerce in GA4
Data layer, events from product view to purchase, protection against double counting, and revenue reconciled with your accounting system. Free data check.
4–16 days
End-to-end analytics
We keep the traffic source on the CRM record, send deal statuses back to ad platforms and calculate cost per deal by channel. The deal-chain review is free.
10–35 days
GA4 settings
We install one GA4 tag via Google Tag Manager, remove duplicates and dead Universal Analytics, and set up events for your business actions. The check is free.
3–12 days
Google Tag Manager
We install the container correctly, move tracking codes over without duplicates, implement a data layer and remove dead scripts. The container check is free.
3–12 days
Reports for the owner
Five to seven metrics that drive decisions, sources combined with clear labels, manual data honestly flagged, and a human commentary on each monthly report.
4–15 days
UTM marking
We reduce channel spellings to a single value, tag mailings, social and offline, and carry the source through to the lead. Report review is free.
2–8 days
Who it's for
Situations where this service delivers results
Scenario 1 of 4
The numbers in the report don't match what your sales manager sees
Analytics shows thirty conversions, the inbox has twelve emails. The cause is usually mechanical: an event fires on every step of the form, or the same inquiry is counted both as a submission and as a thank-you page view. Until the numbers match, any decision based on them is a guess.
We'll review your situation in a free auditScenario 2 of 4
Ads run across several channels, and it's unclear which one works
Inquiries come in, but nobody knows from where: tags are set inconsistently or missing entirely, and some visits are recorded as direct. This is more than a cosmetic issue: without correct tags, budget is allocated at random.
Scenario 3 of 4
You have a store, but it's hard to see what people buy
Without ecommerce tracking in GA4, reports show visits but not which categories and products bring in money or at which checkout step people leave. It is the cheapest way to find out where the store loses orders.
Scenario 4 of 4
The data exists, but nobody can actually look at it
The interface is complex, the reports are generic, and the owner opens them once a quarter. What's needed is a few numbers that answer specific questions rather than another dashboard: how much was spent, how many inquiries came in, what each inquiry cost in every channel.
What's included
Complete list of work and what you get as a result
- An audit of what is already set up: which events are sent, whether they are duplicated, whether they match real inquiries
- GA4 and Google Tag Manager setup with events for your goals, such as an inquiry, a call or a completed checkout, instead of a page view
- Ecommerce tracking for stores: product views, cart, checkout steps, purchase, so you can see exactly where orders are lost
- One tagging system for all ad channels, with a description of how to tag links going forward so it doesn't fall apart a month later
- Correct handling of visitor consent: tracking must not break the rules, and this applies to both Google and Meta
- Ad spend tied to inquiries and, where CRM data is available, to sales, so you see the cost of a customer rather than the cost of an inquiry
- A report of a few numbers that an owner can read without explanation, plus a guide on how to read it
Process steps
Transparent stages with approval at every step
Audit of the current setup
We look at what is already installed on the site, which events are sent and how well they reflect reality. We compare analytics numbers with real inquiries, and this is where most faults come to light.
Agreeing on goals
We define what counts as a result for each channel and which questions the report should answer. Without this, setup turns into collecting everything at once, and nobody can use the result.
Setup and testing
We set up events, tags, ecommerce tracking and consent. Every event is tested end to end: we perform the action on the site and check that it arrived, and that it didn't arrive twice.
Report and handover
We build a report from the numbers you actually need and show you how to read it. After that you can follow it on your own: the access is yours, and the guide stays with you.
When this service isn't right
What's not included — so there are no surprises at delivery
- Guarantees that data will match the ad platforms exactly: systems count differently, and a gap of a few percent is normal
- Recovering historical data: analytics sees only from the day it is set up correctly, and past months cannot be rebuilt
- A legal opinion on personal data processing: we set up the technical side, and the wording of the policy is for a lawyer
- End-to-end analytics without data from your side: if your CRM does not record the source of a deal, there is nothing to connect
- Reports for the sake of reports: if a number does not change any decision, we will suggest removing it
FAQ
Most frequently asked questions — with concrete answers
I already have GA4 installed. Why set anything up?
An installed tracking code shows visits, but usually not inquiries. By default it doesn't know which action on your site is a result: a form, a call, an order. It takes a minute to check: if the report has no separate event for form submissions, or their count doesn't match the emails, there is work to do.
Why don't the numbers in analytics match the ad platform?
Because the systems count differently: an ad platform attributes a conversion to an impression, analytics to the last click, and their attribution windows differ. A gap of a few percent is normal and everyone lives with it. It's a concern when the difference is several times over: that's a fault, and it needs to be found.
What is end-to-end analytics, and do I need it?
It connects ad spend to money rather than to inquiries: you see which channel brought customers who went on to pay. You need it when there is a sales cycle between the inquiry and the deal and a noticeable share of inquiries drop out. There is one condition: your CRM has to record the source. If it doesn't, that is where to start.
How long does setup take?
Basic inquiry tracking takes a few days. Ecommerce tracking for a store takes up to a week and a half, because there are more events and each has to be tested end to end. End-to-end analytics takes longer, and the timeline depends on the state of the data in your CRM rather than on us.
Can data for past months be recovered?
No. Analytics sees only from the day it was set up correctly. The past cannot be rebuilt, and anyone who promises otherwise is misleading you. That is exactly why tracking setup shouldn't be postponed: every month without it is a month you will learn nothing about.
Does the cookie banner interfere with tracking?
It does if it's configured incorrectly: then either part of the data is lost or consent isn't respected as it should be. A correct configuration handles both cases properly, when a visitor agrees and when they don't. This is the technical side; the wording of the policy itself should be reviewed by a lawyer.
Who will have access to the data?
You do, and that isn't up for discussion. GA4, Tag Manager and the ad accounts are registered to your account; we take access for the duration of the work and remove it when the work is done. Data about your visitors shouldn't live in a contractor's accounts.
What does web analytics setup include?
First, a list of the actions that count as results for you: an inquiry, a call, a completed order, a payment. For these, events in GA4 via Google Tag Manager, tested on the site so that one inquiry is counted once. Then UTM tags in ad and newsletter links so the source isn't lost, sending conversions to Google Ads and Meta, and cookie consent setup. At the end, a report where the key figures are visible without digging through GA4 menus. Access to everything is in your name.
Why build a report in Looker Studio if there is GA4?
GA4 collects the data, but its interface is built for analysts: to see inquiries by channel for a month, you need to know where to look. Looker Studio is Google's free tool for summary reports: one screen can combine GA4 data, spend from the ad accounts and, if needed, sales from a spreadsheet or CRM. It is only useful when the data underneath is correct, so we build the report after verifying the tracking, never as a substitute for it.
Not sure which service is yours?
Describe the task in your own words — we will tell you where to start and whether you need what you came for. If you do not, we will say so.
- Reply within 2 hours
- No commitment
- We work under a contract