Marketing analytics and attribution,
from first visit to enquiry.
Google Analytics 4, Tag Manager, call and form tracking and your CRM, set up so you can see which channels bring in enquiries, sales or bookings, and which do not.
Many marketing reports stop at the click. What matters is what came next: the enquiry, the sale or the booking, and where it came from. That takes tracking set up properly, and joined to the place where your enquiries are recorded.
Analytics & Attribution is one of the four Digital services, and the one the other three report through. We build and test every set-up from our Norwich office, for businesses across Norfolk and further afield.
One client, every step that led there.
A client rarely arrives from one place. They find you on Google, come back from a LinkedIn ad, and enquire after a newsletter. Data-driven attribution in GA4 shares the credit across the steps that made a difference, using your own account’s data, instead of handing all of it to the last click.
Where your CRM allows, won deals are sent back to GA4 and Google Ads, so the platforms learn which enquiries turned into work, not only which forms were filled in.
What analytics and attribution covers.
Set up as a project, then checked and reported each month. The plan sets out which parts your business needs.
GA4 set-up and audit
A Google Analytics 4 property set up, or an existing one audited, with key events for the actions that matter and data kept for fourteen months.
Google Tag Manager
Every tag in one container, with a written record of what fires, when, and why.
Consent mode
Connected to your cookie banner, with all four of Google’s consent signals set, so each tag follows the visitor’s choice.
Form and call tracking
Every form, email click and phone call recorded as a key event, with call tracking numbers where calls bring in the work.
CRM connection
Enquiries passed to your CRM with their source, and won deals sent back, so each one is traced to where it came from.
Attribution modelling
Data-driven attribution compared with last click, so each channel is credited for the part it actually played.
Server-side tracking
Where it is worth it, tags moved to a server container you own, for more control over the data that leaves your site.
Looker Studio dashboards
One dashboard with enquiries, sales and bookings by channel, updated automatically.
What the board sees, each month.
One report for the person who signs off the budget, with every channel measured the same way.
- Enquiries by channelForms, calls and emails, each traced to the channel and campaign that brought it in.
- Enquiry to clientHow many enquiries from each channel became clients, and how long that took.
- Sales and bookingsFor shops and booking businesses, purchases and bookings grouped by the channel that brought them in.
- Tracking healthAny tag, form or call number that stopped recording, found and fixed before the figures drift.
- What to changeWhich channels are bringing in results and which are not, so budgets move on evidence.
Figures you can trust.
What happens, and when, from the day the work begins.
Tell us where you’re goingAudit.
Week one.
We check what your site records against what actually happens, with test enquiries, test calls, and a review of every tag and consent setting.
You see which figures can be trusted, and which cannot.
Build.
Weeks two and three.
GA4, Tag Manager, consent mode and call tracking are set up or repaired, and every key event is tested on a phone and a desktop.
Nothing is published to your site until it has been tested and you have approved it.
Connect.
Weeks four to six.
Enquiries are passed to your CRM with their source, won deals are sent back, and the Looker Studio dashboard is built.
From here, each channel is measured on the enquiries, sales or bookings it brings in.
Report.
Each month.
The report and dashboard are checked against your CRM, and any tracking that has stopped working is fixed.
The figures are reconciled with your sales records before they reach you.
Analytics, in practice.
All Projects
Questions about analytics.
What does marketing analytics and attribution cover?
Google Analytics 4 set up or audited, Tag Manager, consent mode, form and call tracking, your CRM connected, attribution across channels, and a monthly report and Looker Studio dashboard showing enquiries, sales or bookings by channel.
Which attribution models does GA4 offer?
Three: data-driven, which shares credit using your own account’s data; paid and organic last click; and Google paid channels last click. First click, linear, time decay and position-based were withdrawn in 2023. Direct visits get no credit unless the whole path was direct.
Do we need consent for analytics cookies?
Advertising cookies always need consent. UK rules now allow some analytics without it, but only for statistics used to improve your own site, with clear information and a simple way to object. A set-up linked to advertising goes beyond that. The decision on your banner is yours, and we set the tags to follow it.
What is consent mode?
A Google setting that passes each visitor’s cookie choice to Google’s tags, so they behave accordingly. In its advanced form, when consent is refused the tags send signals without cookies, and Google models the gaps rather than losing the visit entirely.
How long does GA4 keep our data?
Standard reports keep their totals, but the detailed data used in explorations is deleted after two or fourteen months, depending on a setting that starts at two. We set it to fourteen, so this year can be compared with last.
Is server-side tracking worth it?
Sometimes. It moves tags from the visitor’s browser to a server you control, which can improve the data and gives you more say over what is shared. It adds cost and upkeep, and it does not remove the need for consent.
Can you connect our CRM?
Yes. We implement HubSpot, and connect other CRMs where they allow it, so each enquiry carries its source into the CRM and you can see which channels your new work came from.
Who owns the data and the accounts?
You do. GA4, Tag Manager, Looker Studio and any server container are set up in your own accounts, with us given access. If you ever move on, everything stays with you.
How is it priced?
Every engagement has a defined scope and a stated fee, agreed in writing before any work begins. Tell us where you’re going and we’ll tell you what it would involve.
Ready to talk about your next stage of growth?
Tell us where you’re going. We’ll tell you, candidly, whether we’re the right agency to take you there.
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