Tracking and Web Analytics Services

Tracking audit

We will take a look at the current tracking set up, if one exists, or devise a plan that covers your goals. This will involve checking the website for tracking codes, pixels and DataLayer, as well all events and tags in GA4 and GTM. We will also learn about your marketing strategy and future plans to ensure we check and plan for all activities and platforms, including CRM, ads, social media, email and others.

Google Analytics 4 and website tracking

GA4 is used universally as a key performance and behaviour tracking tool. Therefore, part of our process is to ensure your GA4 account is correctly setup, so important metrics, such as traffic numbers and sources, the pages people visit and how long they stay and conversions, including sales, form submissions and downloads, are accurately tracked. Our Google analytics experts will help you create reports, either on GA4 itself or by integrating with Looker Studio so you have an at-a-glance overview of the data that matters most. With this information, you can assess the effectiveness of your marketing activities, including SEO and other digital channels, and make better decisions about future strategies.

Google Tag Manager services

GTM sits at the heart of our tracking implementation. We will use GTM to create a central hub to manage and connect all tools and platforms used to collect data around your activities and performance – whether that’s from Google solutions, such as Ads, other third parties, such as Facebook (Meta) or Pinterest, or even custom HTML codes on your website. This will be used to build a comprehensive vision of your performance on GA4, so you can easily see the effectiveness of your digital activities. We can support your developers with auditing and debugging your current GTM set up, or work entirely with our in-house technical team to create a new container covering all of your needs.

User consent & cookie management

Privacy and new regulations are an ever evolving and challenging landscape. Our team has its finger on the pulse so will ensure current cookie collection, user consent and handling are audited and depending on the regulations of your market, we can advise on compliant implementation. This can cover anything from the use of a cookie management platform, such as CookieYes, OneTrust etc. to adding Google Consent Mode V2, GTM and DataLayer debugging to ensure cookies fire correctly and consent is collected and handled compliantly. As the digital landscape becomes cookie-less and privacy laws tighten, we’ll be on hand to advise on best practice for minimum disruption to your tracking and data collection.

Website tracking implementation

Once we have a clear view of the current tracking and the desired setup, we’ll begin to implement a tailored tracking and web analytics strategy. This will ensure:

• GA4 and GTM snippets are installed
• Traffic is being tracked correctly
• Internal and cookie IP addresses are filtered and blocked so results are not skewed
• Event and goal tracking is setup correctly
• Attribution has been accounted for and tracked
• Third-party tracking and business tools are integrated correctly with GA4 and GTM
• User consent is collected and handled compliantly
• All tracking is GDPR compliant

Testing and reporting

Our job doesn’t end after all the tracking codes and tools are implemented. We’ll spend time testing the implementation to confirm that activity is being tracked and reported on accurately. We like to work with our clients on a long-term basis, performing weekly checks, regular audits and on-going improvements to the tracking and web analytics setup. Where we also deliver a digital marketing strategy, we provide monthly reports covering all the important metrics agreed on at the beginning of the process. And as your business evolves, so will our trackservering implementation to ensure you’re always in the know.

Training and transparency

Data is like a drug to us – we can’t get enough! So, we are constantly looking at updates and changes in the market to ensure we stay ahead on the latest implementation and regulations. And as a result, your business benefits from up-to-date tracking solutions. We also strongly believe that sharing is caring, so you can expect full transparency of how your tracking has been set up. We love to talk data, so any questions on what we’ve done, and why, are welcome!