Analytics Tracking Setup
Stop Guessing With Broken Data
You can’t fix what you can’t measure, and most sites are tracking almost none of it. We’ve opened dozens of GA4 accounts that only confirm traffic showed up, not which page convinced someone to buy, which form got abandoned, or which channel pays the bills.
Clean data is the cheapest growth lever you haven't pulled yet
Every dollar already being spent on ads, content, or a redesign is a guess until the tracking underneath it is trustworthy. Fixing tracking first is usually the fastest, cheapest change on this entire list.
Most clients find at least one channel they were about to cut that was working, or one they were about to scale that wasn't.
Share of accounts audited with this specific gap present.
Attribution is getting harder, not easier
Cookie changes, privacy rules, and multi-device journeys have made "just check Google Analytics" far less reliable than it was a few years ago.
| Signal | What's shifted |
|---|---|
| Third-party cookies | Increasingly blocked by default across major browsers |
| iOS/Android privacy prompts | Suppress a meaningful share of mobile tracking unless server-side setup fills the gap |
| Buyer journeys | Now regularly cross 3–5 devices before a single conversion is recorded |
If you can't answer this, tracking is the actual project
“Which campaign produced last month's paying customers, by name?” Most marketing leads can't answer this with confidence. That's not a skills problem, it's a plumbing problem.
Target state after the fix is applied.
What we fix regularly
The shape of change this engagement targets
Every plan targets a specific, named metric off a real baseline, not "more of everything."
Illustrative shape, not a guaranteed outcome.
Ready to set the baseline your plan will target?
Nothing gets promised until we've measured your account.
Three situations we see most often
Ecommerce brand losing the plot on ROAS
Same event fires for every form, Newsletter signup and a checkout both log as “conversion”, so the number means nothing to finance.
Ad platform and GA4 disagree on revenue, Meta reports one number, GA4 reports another, and nobody's sure which to trust.
A pixel nobody remembers adding, Three retargeting pixels fire on checkout and only one is still connected to an active campaign.
SaaS team that just closed a funding round
Board wants CAC and LTV by channel, The tracking to produce that number honestly doesn't exist yet, and the deadline is the next board meeting.
Trial signups don't match ad spend reporting, Paid channels claim credit for more signups than happened.
Server-side tracking was never set up, iOS privacy prompts quietly suppress a meaningful share of the funnel.
Agency inheriting someone else's tracking
Inherited a client's old GTM container, Half the tags reference accounts the agency doesn't have access to anymore.
No documentation of what's tracked, Every new hire has to reverse-engineer the setup by trial and error.
Client asks for a number nobody can verify, The agency needs a defensible answer before the next review.
Analytics Tracking Setup in practice
Velmora had run paid and organic traffic for two years with a GA4 setup nobody had touched since the origina…
Korvane's sales team and marketing team each had their own number for lead volume, and neither matched the CRM…
Bad data doesn't sit still, it compounds
Every campaign decision made on broken numbers reinforces the wrong channels and starves the ones working. The longer it runs, the more budget history you can't trust.
| Time waited | What typically happens |
|---|---|
| 1 month | A winning channel looks flat and gets deprioritized by mistake |
| 1 quarter | Budget has meaningfully drifted toward whatever reports best, not what performs best |
| 1 year+ | Nobody remembers what the numbers were even supposed to mean anymore |
Choose how far you want this taken
Every tier starts with the same honest diagnosis, the difference is how much of the follow-through you want us to carry.
Analytics Tracking Setup: Diagnostic
The audit itself: what's wrong, and why.
- Audit the full container
- Map events to revenue, not clicks
Analytics Tracking Setup: Diagnostic + Roadmap
The full audit, plus a sequenced plan your team can execute.
- Audit the full container
- Map events to revenue, not clicks
- Rebuild and QA in a sandbox
- Cut over and verify
- Hand over a live dashboard
Analytics Tracking Setup: Done-For-You
We diagnose it, plan it, and implement it ourselves.
- Audit the full container
- Map events to revenue, not clicks
- Rebuild and QA in a sandbox
- Cut over and verify
- Hand over a live dashboard
- We implement every fix ourselves, not just hand you the list
- A follow-up check-in once changes are live
Before you book a call
Yes, GA4, GTM, and ad account admin access so we can see and fix the actual container rather than guess from the outside.
Most single-site rebuilds run 2–3 weeks, including a verification period where we watch the new events against real traffic before calling it done.
We rebuild in a way that preserves historical data access, and we flag anywhere a metric's definition is changing.