Analytics and conversion tracking
Whether your marketing numbers are right, and a report your team can make decisions from.
The ad platform reports more sales for the month than the shop recorded. A marketing lead builds the monthly report from 4 exported spreadsheets.
This service reconciles the numbers, or explains why they differ. I check what each platform counts as a conversion and whether it records one every time. Consent settings are part of that, because they change what gets measured. Then I fix the setup and build the report the team reads.
I've built tracking and reporting since 2018, working alongside web teams on custom-built sites. I write tracking code myself, so a fix can go in directly or as a ticket for your developers.
Which situation sounds like yours?
Tracking
You want every sale and enquiry counted once
Every conversion event tested end to end, from the page to the platforms that receive it. Each conversion gets one definition, and duplicates are removed.
Attribution
Every platform claims the same sale
I compare what each ad platform claims with what the business recorded. Reporting then moves to blended ROAS, which sets total sales against total ad spend.
Consent
You added a cookie banner and the numbers changed
Consent choices decide what analytics and ad platforms can record. I check the banner passes consent signals to each platform, and that measurement continues within what visitors agreed to.
Reporting
You build the monthly report by hand
One dashboard that blends analytics and ad platform data and refreshes automatically. Each team can read its own performance without waiting for an analyst.
What the work covers
Tracking audit
Tags and conversion events checked on the live site and inside each platform, with the broken and duplicated ones listed.
Measurement plan
One definition for each conversion and the report it feeds, written down for whoever runs it next.
Tracking setup
Event tracking, the data layer, consent mode and ad platform conversion tracking. Specified for your developers or implemented directly.
Dashboards
A reporting view the team reads without exporting anything. At an agency I built the dashboards a global financial-services brand's regional teams reported from.
Training and handover
A walkthrough of the setup and the report with the team that reads it.
How an engagement runs
Step 1
A short fit call
A short call to check the work suits both sides and agree which platforms and reports are in scope.
Step 2
A scoping audit, from £564 + VAT
The tracking audit across the site and each platform that receives its data, with quick fixes going in as I find them. You see which numbers can be relied on today.
Step 3
Measurement plan
The conversion definitions and the remaining fixes in priority order, with the report they feed. You keep the plan whatever you decide next.
Step 4
Setup and handover
Implementation on a fractional basis, from £1.8k a month, done directly or specified for your developers. Tags and dashboards sit in your accounts, and a walkthrough with the team is part of the scope.
Book a fit call or see pricing. Prices are indicative, and each package is scoped to the project.
I work with what you've got
The setup goes into the analytics and ad accounts you already run.
Analytics
GA4, Adobe Analytics, Search Console
Tags and consent
Tag Manager, Consent Mode, cookie banners
Dashboards
Looker Studio, Google Sheets
Ads and CRM
Google, Bing, Meta, LinkedIn, HubSpot, Klaviyo
Where this work has run
Tracking and reporting set up for my own products and clients, and earlier on agency accounts.
Own products and clients
Agency-side accounts
FAQs
What is conversion tracking?
Recording the actions that matter to the business, such as a purchase or an enquiry, and passing them to analytics and ad platforms. Ad platforms bid on what they're told converts, so the accuracy of that signal affects where spend goes.
Why do analytics and the ad platforms show different numbers?
Each ad platform credits itself for any sale it touched, while analytics credits a single channel. Consent choices also remove some visits from both. The audit shows which differences are expected and which are faults.
How is this different from go-to-market engineering?
This service covers measurement, meaning what counts as a conversion and the report people read. Go-to-market engineering is the wider systems work, such as CRM integrations and internal tools. When an audit leads there, I run both as one backlog.
An agency already runs our ads. Do we need this as well?
The agency optimises inside the platforms it manages. This work checks what those platforms report against what the business recorded, and gives your team a report it owns.
Can we get the audit and plan without the setup?
Yes. The audit and the measurement plan stand on their own, written so a developer or agency can implement them.
Start with a fit call
A short fit call comes first. Most projects then start with a scoping audit of the tracking and reporting, from £564 + VAT. The rest is scoped around what you need.