Google Analytics Consultancy

When migrating from one content management system to another, or editing pages frequently over a period of time, It's often the case that tracking implementations become outdated resulting in degraded data quality or sometimes no data at all. Frequent maintenance and staying up to date with the latest tracking technology is crucial in any data strategy.

Sometimes our clients want an expert to read into their data and tell them the narrative around what’s been happening. We also back up this narrative with external tools, too, so we can be sure of the reasons behind climbs or declines.

Often times we see a lot of “direct traffic” – and this traffic is usually far from direct. From this analysis we can clearly discuss visible channels, like search engines organic and paid, as well as referral traffic from other websites, but we also highlight ways in which we can surface other channel statistics in here, like email marketing, dark social, referrals from Google properties, URLs from Apps and SMS messages, and others.

With GA4 and the move to an event centric analytics model, accurate event tracking has never been more important. Once your basic events are in place to track sessions and pageviews, it’s essential to implement event tracking for your key conversion actions. These conversion actions can then be imported into Google Ads to help optimise your ads.

Ecommerce websites aren’t always configured to track success in the best way — popular packages such as Google Analytics 4 have advanced ecommerce features, which are often not utilised properly. If you require product-level insight, and detailed basket abandonment reporting then you will almost certainly benefit from a fuller implementation.

A basic analytics implementation will give you a good foundation to help understand your website visitors and their behaviour, but to get the most out of your analytics package, you’ll need to configure it with advanced features. Building custom reports, enabling Google Signals and utilising things like custom metrics and custom dimensions will help you generate deeper and more powerful insights from your data.

With the phasing out of third party cookies and ever more stringent privacy laws, gaps in our data are getting bigger. If you’re a business that uses cookie consent functionality on your website and aren’t using tech such as consent mode, you are likely missing out on upwards of 20% data that can be recovered via data modelling.

Oftentimes having the knowledge that your data quality has improved is good news, but stakeholders often do not have the time to appreciate this detail. In recognition of this, we build bespoke dashboards in Google Analytics 4, or Looker Studio for the purposes of tracking in real time your website’s usage. We always bring in the unique aspects of your configuration in order to give you the best true business insights. The data included in these dashboards, if they are required, is always agreed in advance.

Finally, consultancy projects only hold their true value when knowledge transfer is facilitated via our handover process. We document our changes and also run through these via a handover meeting.