Tracking & Analysis
Know what to improve.
Understand what people do, where they get stuck and what happens next.
Discuss your project
The work
Tracking & Analysis
Useful measurement starts with a question. We help you define the actions that matter, collect the information needed to understand them and turn it into reporting your team can use.
- 01Measurement plans and event definitions
- 02Web analytics and conversion tracking
- 03Reporting dashboards and data connections
- 04Customer journey and funnel analysis
- 05Search visibility, AI referrals and conversion reporting
From brief to delivery
Clear thinking.
Practical outcomes.
We agree the business questions, map the events and check the implementation against real journeys. Collection is scoped to what is needed, with consent requirements considered. We track search visibility, identifiable AI referrals and the enquiries or sales they lead to. Reports explain both what the data shows and where its limits lie.
A documented measurement plan, verified events and reporting that connects activity to the questions your business needs answered.
Before you start
Questions worth asking.
Can you tell which enquiries came from ChatGPT or Google’s AI answers?
Partly. Visits from ChatGPT, Perplexity, Claude and Copilot can usually be picked out and followed through to an enquiry or sale. Clicks from Google’s AI Overviews are counted with ordinary Google search traffic, and some AI visits arrive with no referrer at all. We report what can be measured and we’re upfront about the gaps.
Isn’t Google Analytics enough?
For a lot of businesses it’s the right tool. The trouble is usually the setup: nobody agreed what counts as a lead, events fire twice, or the form’s thank-you page isn’t tracked at all. We start with the questions you need answered and check every event against a real visit before anyone relies on the numbers.
What about privacy and cookie consent?
We only collect what answers a question you actually have, and consent is planned from the start instead of being added as a banner at the end.
Why don’t the numbers in different tools match?
Because they count different things. Analytics counts the visits it’s allowed to measure, Search Console counts clicks from Google, and your CRM counts the people who got in touch. We explain which number answers which question, so the reports stop arguing with each other.