Analytics & Lead Tracking
Most businesses can tell you what they spend on marketing and not what it produced. That's rarely a discipline problem—it's usually that nothing was ever set up to answer the question. This is the work that makes the answer available.
- Someone asks which marketing is working and the honest answer is a shrug.
- You have Google Analytics installed and have never once used it to make a decision.
- Your analytics says one number of leads and your inbox says another.
- You can't tell whether the phone calls come from the ads, the map listing, or the website.
- You kept a vendor another six months because you couldn't prove they weren't working.
What you get
- Google Analytics 4 and Google Tag Manager installed and configured properly, once
- Conversion tracking for the things that actually matter—form submissions, calls, bookings—verified against reality
- Call tracking and form attribution, so an inquiry can be traced to what produced it
- Consent-aware tracking that works with a cookie banner rather than around it
- A dashboard that answers your questions rather than displaying every metric available
- A written explanation of what each number means and what it does not
Where this service stops
- We report what the data supports. Attribution is genuinely imperfect, and we will show you the gaps rather than paper over them with a confident chart.
- We build consent-respecting tracking. If you want measurement that ignores a visitor's stated preference, we're the wrong people.
- A dashboard is not a strategy. We can tell you what happened and help you read it; deciding what to do next may be advisory work.
- We don't guarantee that every lead can be attributed. Some genuinely can't, and any vendor claiming otherwise is selling you a number.
Also covered under this service
- GA4 migration and cleanup
- Google Tag Manager setup
- Conversion and event tracking
- Call tracking
- Form and lead-source attribution
- UTM conventions
- Looker Studio dashboards
- Google Search Console setup
- Consent Mode configuration
- Duplicate tag removal
What we look at first
Before adding anything, we find out what's already there—because in most accounts the problem isn't missing tracking, it's tracking nobody trusts:
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What is actually installed
Every analytics and advertising tag on the site, including the ones installed twice, the ones from a vendor you no longer use, and the ones firing on pages nobody meant.
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Whether conversions are real
A conversion counted in analytics should match something that happened in your inbox or your phone. We compare them. They frequently disagree, and the gap is the finding.
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What happens when someone declines cookies
If your banner is honest, some visitors will opt out. What gets measured then—and how the numbers should be read—needs to be a known quantity rather than a surprise.
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Where leads say they come from
Referrers, campaign tags, and call sources, checked against what the business believes. "Direct traffic" is usually a measurement failure rather than a channel.
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What decision this is meant to inform
The most useful question, asked last: what would you do differently if you knew? Anything the answer doesn't need, we don't build.
Wondering if Analytics & Lead Tracking is the right first step?
Describe your situation and we'll say whether this service would help, and what we would do first. If it isn't worth the spend yet, we'll tell you that.
Is this the right starting point?
This service fits if
- You spend money on marketing and want to know what it returns.
- You have several channels running and no way to compare them.
- You're about to increase spend and want a baseline before you do.
Probably skip it if
- You want tracking that follows individuals across the internet. We build measurement that respects consent, and some questions can't be answered that way.
- You have no marketing running yet. There's nothing to measure—start with the work, then measure it.
What to expect
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Audit what exists
A written account of what is installed, what it is measuring, and which numbers can currently be trusted. This alone changes how most owners read their own reports.
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Fix and instrument
Remove the duplicates, repair what is broken, and add tracking for the events that matter—each one verified by triggering it and confirming it arrives.
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Report and hand over
A dashboard built around your questions, plus written notes on what each number means, what it excludes, and how to tell when something has broken again.
Timeline
An audit is typically days. A full setup with verified conversion tracking usually runs a couple of weeks, most of which is verification rather than installation. Reporting becomes genuinely useful after a month or two of collected data—that part cannot be rushed.
What we need from you
Administrative access to your existing analytics, ads, and website accounts, and a clear statement of what you actually want to know. The second one matters more than the first.
How pricing works
The audit is fixed-price and useful on its own. Setup is quoted as a project after the audit. Ongoing reporting is monthly only if you want someone reading the numbers with you—the dashboard itself keeps working without us.
Ask what this would costThe questions buyers ask first
Straight answers to the two most common ones. If yours isn't covered below, ask—we answer either way.
Ask your questionI already have Google Analytics. Isn't that enough?
Installed is not the same as configured. A default install tells you how many people visited; it does not tell you how many became customers, which channel produced them, or whether the number is even right. The most common thing we find is a site tracking pageviews perfectly and conversions not at all—or tracking them twice, which is worse, because the number looks fine.
Can you tell me exactly which ad produced which customer?
Sometimes, and we'll be honest about when. A visitor who clicks an ad, comes back three days later from a search, calls from their car, and books in person is not fully traceable by any tool at any price. What good measurement gives you is a reliable picture of which channels contribute, and enough confidence to shift budget. Anyone promising perfect attribution is selling a number rather than a method.
More questions
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Partially, and by design. Consent-aware setups still record aggregate behavior when someone declines, without storing anything identifying. You get fewer details about those visitors and a picture that remains directionally sound. The alternative—tracking people who asked you not to—creates a legal problem to solve a reporting one.
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A vendor's report tells you how the vendor is doing, using numbers the vendor selected. This is measurement you own, in accounts under your name, which continues working if you fire everyone—including us. That's the point of it: the numbers should be able to disagree with the person being paid.
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Then you found out for the cost of an audit instead of another year of spend. That outcome is common enough that we consider it a normal result rather than a failure, and it's usually the engagement that pays for itself fastest.