measure/all

Analytics that answers business questions

Q: How long does a GA4 audit take?

For a typical small business site, a few days: reviewing the property settings and event set, testing the tracking live, and writing up what is broken and what it costs. Larger ecommerce sites with multiple domains take longer.

Most reporting problems are not reporting problems. They are tracking problems, and they quietly make every marketing decision after them a guess.

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What usually goes wrong

Almost every account I open has at least one of these in it. None of them announce themselves — the reports keep producing numbers, they are just the wrong numbers.

The same purchase counted two or three times, making paid campaigns look better than they are.
Form submissions tracked as page views, so genuine enquiries never appear as conversions.
A consent banner blocking analytics for most visitors, with nobody aware traffic has halved on paper.
Payments handled on a different domain, breaking the session and crediting sales to “direct”.
Internal staff traffic and bot hits inflating the totals, especially on smaller sites.
Reports full of metrics nobody uses, and missing the two or three the business runs on.

scope

What the work covers

GA4 setup and audits

Property and data stream configuration, event and conversion design, ecommerce tracking, cross-domain setup, internal traffic filters, and data retention settings that keep your history usable.

Google Tag Manager

A clean container with named tags, triggers and variables — plus a documented data layer, so future changes take minutes rather than a developer ticket.

Consent and compliance

Consent Mode configured properly against your cookie banner, so you stay on the right side of UK GDPR without throwing away the data you are still allowed to collect.

Reporting and dashboards

Looker Studio dashboards built around the decisions you actually make — channel performance, cost per enquiry, revenue by product — not a wall of every available metric.

Attribution

Working out which channels start sales and which merely finish them, so budget is not pulled from the campaign that quietly does the heavy lifting.

Search Console and ads data

Joining organic, paid and email data in one place, with UTM tagging standardised so campaigns stop landing in “unassigned”.

deliverables

What you get

A written audit listing every tracking fault found, ranked by what it costs you in bad decisions.
The fixes implemented and tested live, not just recommended.
A dashboard your team can read without a login to GA4.
A short handover document, so the setup survives you changing agency, developer or platform.

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questions

Analytics questions I get asked

Why do my GA4 numbers not match my sales figures?

Usually one of four things: the conversion event fires more than once, consent banners block tracking before it loads, payment providers on another domain break the session, or bot traffic inflates the totals. Each is fixable, but they have to be diagnosed in order rather than guessed at.

Do I need Google Tag Manager as well as GA4?

Not strictly, but it makes everything after the first month easier. Tag Manager lets tracking changes be made and tested without a developer touching the site's code every time you add a campaign or a new form.

How long does a GA4 audit take?

For a typical small business site, a few days: reviewing property settings and the event set, testing tracking live, and writing up what is broken and what it costs. Larger ecommerce sites with multiple domains or subscription billing take longer.

Can you work with our developer rather than replace them?

Yes, and it is often the fastest route. I specify exactly what needs to change, they ship it, and I verify it works in the live environment.