Analytics & tracking
GA4, Tag Manager and conversion tracking
Established 2002
One UK team, all in-house
Inaccurate tracking does not just produce untidy reports – it trains bidding algorithms on the wrong signals and sends budget to the wrong places. We set up measurement properly, then turn it into reporting people can act on.
594% more sales value for Prestige Wicker once its store, catalogue and tracking worked together. Read the case study for Prestige Wicker
Why tracking comes first
Duplicate conversions, form thank-you pages counted twice, transactions missing revenue values, cross-domain journeys breaking sessions, or a tag firing on every page load – each of these quietly distorts the picture. When smart bidding is optimising to that data, the errors get amplified with spend behind them.
We start by validating what is currently being recorded against what actually happened in your order or CRM system. Once numbers can be trusted, everything downstream – budget allocation, channel comparison, testing, forecasting – becomes far more useful.
Everything your measurement needs
Property configuration, event and conversion design, ecommerce tracking, audiences and explorations.
Clean container structure, data layer specification, versioning and documentation.
Accurate, de-duplicated conversions with values, so performance reflects commercial reality.
Google, Microsoft and social platform tags, conversion APIs and enhanced conversions.
Comparing models honestly and agreeing which view informs which decision.
Auditing against source-of-truth systems, spotting drift and monitoring for breakages.
Looker Studio and platform reporting built around the decisions you make, not every metric available.
Regular commercial reporting with commentary, recommendations and next actions.
Consent mode, tag governance and measurement that respects user choices.
01
What is recorded, what is missing, what is double-counted and how far it sits from reality.
02
The events, values and dimensions that map to your commercial questions.
03
Tags, data layer and platform integrations, tested before anyone reports from them.
04
Dashboards and reports for the specific decisions each audience needs to make.
05
Ongoing checks so a site release does not silently break measurement.
Accountable for results
Prestige Wicker · Ecommerce / Shopify store
Ads reached fewer people while achieving higher conversion and engagement rates.
Client results
Prestige Wicker, a Shopify retailer selling wicker products, had run no social activity for two years. Its store, product catalogue and tracking had to work together before catalogue advertising and retargeting could be used properly, so we connected them first and built the campaigns on top. We report on every account against commercial results, not platform activity.
What we did for Prestige Wicker
Case studies
01 / 03
Ouh La La
Ecommerce / lingerie store
7%
Increase in paid search revenue
Our PPC audit found several tracking codes installed at once, exaggerating results in Google Ads compared with Google Analytics. We replaced them with a single code, then improved ads, keywords and bidding. Paid search revenue rose 7% month on month.
Client websites
GDPR / cookie consent
Consent Mode v2
Set up with CookieYes banners
We implemented CookieYes banners across client sites and configured Consent Mode v2, so GA4 and Google Ads adjust to each visitor’s choice and model the gaps when cookies are declined.
Welco
B2B store / workplace equipment
77%
Lower cost per conversion
After a move to Magento Enterprise, we enabled conversion tracking for three types of conversion: sales, catalogue requests and contact forms. Then we restructured the Google Ads account and tested new landing pages.
Selected clients
Good to know
They measure differently. Ad platforms credit themselves using their own attribution windows and modelling; GA4 applies its own model. Both can be useful once you understand the gap and agree which number decides budget.
Yes – including event and conversion design, ecommerce tracking, cross-domain set-up, and documentation so your team knows what each event means.
We implement consent-aware tracking, including consent mode where appropriate, so measurement respects user choices while still giving you usable data.
It sends event data from a server rather than the browser, improving data quality where browser restrictions bite. It is worth it for higher-spend accounts; for smaller ones the effort often outweighs the gain.
Yes. Dashboards focused on the small number of commercial metrics that drive decisions, with commentary rather than an unexplained wall of charts.
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