Tracking setup
Analytics, conversion events, call and form tracking, installed and verified.
Analytics
Marketing analytics and conversion tracking
Marketing data becomes useful when it answers a business question: what changed, what contributed, and what deserves attention next.
Tracking is installed and verified before anything is judged on it, because a decision made on numbers nobody checked is worse than one made on none. Reporting is written in plain language: what moved, what did not, what to do next.
What this covers
What gets measured.
Search Console
What people search before they arrive, and which pages earn the clicks.
Attribution
Which channels get the credit for enquiries, on a model agreed up front.
Reporting
A monthly report a business owner can read without a translator.
Baselines
The starting number recorded before work begins, so change is provable.
What the business keeps the tracking, the account access, the recorded baseline and every report produced.
How it runs
From audit to decisions.
Audit
What is being measured today, which decisions it can actually support, and what is silently missing.
Install and verify
Tracking put in and tested end to end, with a baseline recorded.
Report
The same metrics over the same measurement period each month, misses included.
Questions
The ones worth asking.
How do we know if our marketing is working?
By deciding what a result is before the work starts, recording where that number sits today, and measuring the same thing the same way afterwards. Without a baseline recorded up front, any later figure can be argued either way. That single step, agreeing the number before beginning, is what separates reporting from storytelling.
What is GA4 and do we need it?
GA4 is the current version of Google Analytics, and it works differently from the one most people remember. It is free and it is the standard way to see how people find and use a website. Most businesses have it installed but never configured, which means it records visits and not the enquiries that matter. Configuring it is usually a bigger win than replacing it.
Can you track phone calls from our website?
Yes. Calls from the site can be tracked as conversions, and for businesses where most enquiries arrive by phone this often reveals that a channel written off as useless was producing the calls all along.
Why does Google Ads report more conversions than Analytics?
Because they count differently, and the usual cause is the date. Google Ads records a conversion against the day of the ad click, inside a conversion window that can run up to 90 days, so a sale today can appear in last month's ad report. GA4 records it on the day it happened. On top of that the two can be set to different conversion actions, different time zones and different attribution models (both offer last click and data-driven), and Google Ads filters out some events as invalid traffic. Neither number is lying. Line up the same conversion action, model, window and time zone before deciding either one is wrong, because a business comparing them side by side usually makes the wrong call about which channel to cut.
Do we get a report we can actually read?
Yes. Reporting is written in plain language: what changed, what caused it, what did not work, and what happens next. A dashboard nobody opens is not reporting.
What does analytics and tracking cost?
Scope and pricing are set after a conversation about what is installed today and what has to be measured. A one-off setup and verification is a different piece of work from ongoing monthly reporting.
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