Strategy
Analytics Strategy & Implementation
Tracking you can rely on, connected to the decisions that grow revenue.
Most businesses have plenty of data and little trust in it.
Tracking usually gets built one tag at a time by whoever was around. Events fire twice, conversions get double counted or missed, and Google Ads, Meta and GA4 all report different numbers. The ad platforms end up optimizing on incomplete data.
We fix the setup first, then connect it to the numbers the business runs on.
Signs it's time to fix your tracking
“Google Ads and GA4 don't agree, and nobody knows which one is right.”
“We can't tell which channel drives sales.”
“Our tracking broke in the last redesign and never came back.”
“Marketing and finance report different revenue.”
What we set up
Measurement plan
Your KPIs mapped to the decisions they inform, before any tags go in.
GA4 & Tag Manager
A clean GA4 and Tag Manager setup, or a repair of the one you have.
Conversion & event tracking
One event schema across your site, checkout and booking flows, with no double counting.
Ad-platform signals
Meta Conversions API, Google Enhanced Conversions and server-side tagging, so the ad platforms optimize on your sales data.
E-commerce & funnel tracking
Shopify, checkout and booking funnels tracked step by step, so you can see where people drop off.
CRM & offline conversions
Lifecycle stages, closed deals and sales from your CRM sent back to your ad platforms, so they optimize for revenue instead of form fills.
Dashboards & reporting
Looker Studio or PostHog dashboards that show whether things are working on one screen.
Forecasting & attribution
CAC by channel, attribution you can defend, and forecasts finance can plan with.
How the work is phased
We start with the basics and add depth once the data is solid. Each phase builds on the one before.
Talk to Shawn →01Audit & repair
Tag audit, event repair, consent setup, UTM structure, and data checked across platforms.
02Measurement plan
KPI definitions, core dashboards and a walkthrough with your team.
03Connect to revenue
CRM integration, offline conversions sent to Meta and Google, CAC by channel and attribution modeling.
04Ready for testing
Tracking and forecasting good enough to run tests and make budget decisions on.
Measurement work
- In-houseCBS Interactive
Built the A/B testing program from scratch, plus a conversion forecast accurate to 3–8% MAPE that was used for financial planning.
Read the case → - In-houseLegalZoom
Tested a new homepage strategy to a statistically significant lift on the primary KPI. The result changed the company's brand strategy.
Read the case → - In-houseWalmart (Store Nº8)
As lead data analyst, built the data pipeline from the ground up with data engineers, defined the KPIs and validated every metric, reporting to the COO.
Tools we use
- GA4
- Google Tag Manager
- PostHog
- Amplitude
- Adobe Analytics
- Meta Conversions API
- Google Enhanced Conversions
- BigQuery
- Looker Studio
- Tableau
- Power BI
- Shopify
- HubSpot
- SQL
- Python
Common questions
If yours isn't here, just ask.
Why don't Google Ads, Meta and GA4 report the same numbers?
Each platform counts conversions its own way, with different attribution windows and different rules for who gets credit. Some gap is normal. A big gap usually means broken tags, missing server-side signals or double counting. We find the cause, fix what can be fixed, and document the rest so everyone reads the numbers the same way.
How long does an analytics setup take?
It depends on how many sites, platforms and integrations are involved. You'll get a timeline after the audit. Dashboards and attribution come once the basics are solid.
Can you fix our existing setup instead of starting over?
Usually, yes. We audit what's there, keep what works, and repair or rebuild the rest. Starting over is rarely necessary.
What is server-side tracking, and do we need it?
Server-side tracking sends conversion data from your server straight to the ad platforms instead of relying on the visitor's browser. Ad blockers and privacy settings strip browser signals, so server-side tracking usually recovers conversions and gives the ad platforms better data. Most businesses spending meaningful money on ads benefit from it.
Do we keep everything you build?
Yes. It all lives in your accounts: your GA4 property, your Tag Manager container, your dashboards.
How do you handle privacy and consent?
We set up consent management and configure tags to respect it, including Google Consent Mode. We're not lawyers, so policy decisions sit with your legal team, but getting the technical setup right is our job.
Do you work with Shopify, WordPress and custom sites?
Yes. We set up tracking on Shopify stores, WordPress and Webflow sites, and custom Next.js builds, plus the booking and CRM tools around them.
Who does the work?
Shawn does, personally, drawing on years as an experimentation and analytics lead.
Next step
Want numbers you can trust?
Answer a few questions about your business, then pick a time for a 45-minute intro call with Shawn.