[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fanalytics\u002Fgoogle-analytics-consultancy":3},{"date":4,"date_gmt":4,"content":5,"coauthors":7,"class_list":9,"acf":15,"head_links":213,"breadcrumbs":214,"head":223},"2021-01-11T16:40:01",{"rendered":6},"",[8],164,[10,11,12,13,14],"post-379","page","type-page","status-publish","hentry",{"hero":16,"page_content_modules":48},{"type":17,"style":18,"image":19,"background_video_hd":19,"background_video_sd":19,"title":20,"heading":21,"intro":22,"award_logos":23,"button_text":6,"button_link":6},"standard","light",false,"Google Analytics Consultancy","Turn your multiple data sets into meaningful business insights with our Google Analytics services","\u003Cp>Unlock the full potential of your data with Impression, a \u003Ca href=\"\u002Fabout\u002Four-awards\u002F\">multi-award-winning\u003C\u002Fa> Google Analytics consulting service. Our Google Analytics consultants are experts in turning data into actionable insights, ensuring your analytics platforms are optimised for better decision-making and goal alignment\u003C\u002Fp>\n",[24],{"image":25,"url":6},{"ID":26,"id":26,"title":27,"filename":28,"filesize":29,"url":30,"link":31,"alt":6,"author":32,"description":6,"caption":6,"name":33,"status":34,"uploaded_to":35,"date":36,"modified":37,"menu_order":29,"mime_type":38,"type":39,"subtype":40,"icon":41,"width":42,"height":42,"sizes":43},32310,"PremierPartner-2025-RGB","PremierPartner-2025-RGB.svg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FPremierPartner-2025-RGB.svg","\u002Fabout\u002Fgoogle-partner-agency\u002Fpremierpartner-2025-rgb\u002F","98","premierpartner-2025-rgb","inherit",783,"2025-03-05 15:08:43","2025-03-05 15:16:06","image\u002Fsvg+xml","image","svg+xml","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",1,{"thumbnail":30,"thumbnail-width":44,"thumbnail-height":44,"medium":30,"medium-width":45,"medium-height":45,"medium_large":30,"medium_large-width":46,"medium_large-height":42,"large":30,"large-width":46,"large-height":47,"1536x1536":30,"1536x1536-width":42,"1536x1536-height":42,"2048x2048":30,"2048x2048-width":42,"2048x2048-height":42,"post-thumbnail":30,"post-thumbnail-width":42,"post-thumbnail-height":42,"12_col":30,"12_col-width":42,"12_col-height":42,"default_landscape":30,"default_landscape-width":42,"default_landscape-height":42,"default_portrait":30,"default_portrait-width":42,"default_portrait-height":42,"6_col_and_margin_short":30,"6_col_and_margin_short-width":42,"6_col_and_margin_short-height":42,"11_col_and_margin":30,"11_col_and_margin-width":42,"11_col_and_margin-height":42,"9_col_rectangle":30,"9_col_rectangle-width":42,"9_col_rectangle-height":42,"11_col":30,"11_col-width":42,"11_col-height":42,"staff_image_696_600":30,"staff_image_696_600-width":42,"staff_image_696_600-height":42,"rectangular_thumbnail":30,"rectangular_thumbnail-width":42,"rectangular_thumbnail-height":42},640,200,700,370,[49,61,69,74,98,109,116,119,123,142,189,208],{"acf_fc_layout":50,"reduced":51,"top_overlap":52,"bottom_underlap":53,"disable_observer":-1,"style":-1,"layout":-1,"size":54,"container":55,"gutter":-1,"left_gutter":6,"position":56,"image":57,"image_width":58,"image_height":59,"alt":60},"banner",true,"small","none","11-col","outside-container","right","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FPr130qY2-050720211625516015_computer-3368242_1920.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,870,"050720211625516015_computer-3368242_1920.jpg",{"acf_fc_layout":62,"reduced":51,"top_overlap":52,"bottom_underlap":52,"disable_observer":-1,"style":63,"layout":64,"heading":65,"intro":66,"cta_text":6,"cta_link":6,"columns":67,"show_steps":19,"grid_items":68},"large_column_text","yellow","logo_grid","How Google Analytics consulting services can help your business","\u003Cp>Most companies have Google Analytics or similar tracking software, but few harness its full potential. Google Analytics offers invaluable insights into website performance that can drive strategic decisions across your business. As a \u003Ca href=\"\u002Fabout\u002Fgoogle-partner-agency\u002F\">Google Premier Partner Agency\u003C\u002Fa>, we help you unlock this data’s power. \u003C\u002Fp>\n\u003Cp>Our experienced Google Analytics consultants guide you from strategy through implementation, ensuring your tracking is comprehensive and data is actionable. We teach you to pull insightful reports, recommend configurations, and even suggest supplemental tools to expand your understanding of customer behaviour. This approach saves you time, enhances decision-making, and keeps you competitive.\u003C\u002Fp>\n\u003Cp>\u003Ca href=\"\u002Fget-in-touch\u002F\">Contact us today\u003C\u002Fa> to discover how our expert Google Analytics consulting can transform your business.\u003C\u002Fp>\n","0",[],{"acf_fc_layout":50,"reduced":51,"top_overlap":70,"bottom_underlap":52,"disable_observer":-1,"style":-1,"layout":-1,"size":54,"container":71,"gutter":-1,"left_gutter":6,"position":56,"image":72,"image_width":58,"image_height":59,"alt":73},"large","container","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F09\u002Fcampaign-creators-pypeCEaJeZY-unsplash-11.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&rect=0%2C592%2C3008%2C991&w=2640","campaign-creators-pypeCEaJeZY-unsplash (11)",{"acf_fc_layout":75,"reduced":51,"top_overlap":52,"bottom_underlap":52,"disable_observer":-1,"heading":76,"intro":77,"layout":78,"accordion":79},"text_accordion","Google Analytics consultancy services we offer","\u003Cp>Standard website and \u003Ca href=\"\u002Fanalytics\u002Fapp-analytics\u002F\">app analytics\u003C\u002Fa> installations are useful for seeing top-level data on traffic patterns, sources and behaviours, but often contain little in the way of specific goal tracking and \u003Ca href=\"\u002Fsectors\u002Fecommerce-marketing-agency\u002F\">ecommerce\u003C\u002Fa> information, and can include unwanted referrals and incorrect traffic that dilute the value of the data therein.\u003C\u002Fp>\n\u003Cp>At Impression, we offer tailored consultancy to optimise your Google Analytics account configurations. Whether it’s upgrading to Google Tag Manager, building custom reports in Google Analytics 4, or integrating with Google Analytics 360 and \u003Ca href=\"\u002Fanalytics\u002Flooker-studio\u002F\">Data Studio\u003C\u002Fa>, we ensure your analytics setup delivers precise, actionable data.\u003C\u002Fp>\n\u003Cp>Learn more about the Google Analytics services we offer:\u003C\u002Fp>\n","text_left",[80,83,86,89,92,95],{"title":81,"text":82},"Tracking Audit","\u003Cp>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. Our Google Analytics consultants conduct comprehensive tracking audits to identify and resolve these issues, ensuring your data remains accurate and up-to-date.\u003C\u002Fp>\n",{"title":84,"text":85},"Channel Reporting","\u003Cp>Our team examines your data to uncover the true origins of your traffic. By analysing data from external tools, we provide a clear narrative of your website’s performance, including visible channels, like search engines organic and paid, as well as referral traffic from other websites. We also highlight ways in which we can surface other channel statistics here, like email marketing, dark social, referrals from Google properties, and others. This comprehensive reporting helps you understand the full scope of your digital presence.\u003C\u002Fp>\n",{"title":87,"text":88},"Event Measurement and Conversions ","\u003Cp>With GA4 and the move to an event-centric analytics model, accurate event tracking has never been more important. We ensure your key conversion actions are tracked precisely, enabling you to optimise your Google Ads campaigns effectively. For ecommerce businesses, we offer enhanced implementations that provide deep insights into product-level performance and cart abandonment, ensuring you're fully equipped to maximise sales.\u003C\u002Fp>\n",{"title":90,"text":91},"Advanced Aspects","\u003Cp>Our Google Analytics consulting services include configuring advanced features like custom reports, Google Signals, and custom metrics. We also address the challenges posed by data gaps from third-party cookie restrictions and privacy laws, using cutting-edge techniques like Google Consent Mode and server side tracking to recover lost data and provide a more complete picture of your audience.\u003C\u002Fp>\n",{"title":93,"text":94},"Reporting Dashboards","\u003Cp>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. We create bespoke dashboards in Google Analytics 4 or Google Data Studio, tailored to your unique business needs. These dashboards provide real-time insights into your website’s performance, ensuring that key stakeholders have access to the most relevant and actionable data at a glance.\u003C\u002Fp>\n",{"title":96,"text":97},"Consultancy Workshops","\u003Cp>Our Google Analytics experts ensure that your team is fully equipped to manage and utilise the insights we provide. Through detailed documentation and hands-on workshops, we empower your in-house teams with the skills and understanding they need to continue driving success long after our initial engagement.\u003C\u002Fp>\n",{"acf_fc_layout":99,"reduced":51,"top_overlap":53,"bottom_underlap":53,"disable_observer":-1,"style":100,"layout":101,"testimonials":102},"testimonials","dark","full-width",[103],{"quote":104,"logo":105,"logo_width":106,"logo_height":106,"author":107,"byline":108},"\u003Cp>We're really pleased we were able to clearly demonstrate the value and contribution of our social advertising efforts via incrementality testing. When relying solely on web analytics acquisition data, the value was difficult to see, however through structured testing, we have been able to illustrate its value - likely driving double-digit percentage points of our revenue.\u003C\u002Fp>\n","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FNorse.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","Helen Astroulakis","Digital Campaign Manager, Norse Atlantic Airways",{"acf_fc_layout":62,"reduced":51,"top_overlap":52,"bottom_underlap":52,"disable_observer":-1,"style":63,"layout":64,"heading":110,"intro":111,"cta_text":112,"cta_link":113,"columns":114,"show_steps":19,"grid_items":115},"Our approach to Google Analytics consultancy","\u003Cp>We assess your specific needs and provide tailored solutions to help you achieve your business goals. Our Google Analytics consultants can help you set up accurate tracking, configure custom URLs, and manage cross-domain tracking and Google Tag Manager for detailed campaign insights.\u003C\u002Fp>\n\u003Cp>Our Google Analytics consultancy team focuses on the metrics that matter, helping you track key performance indicators (KPIs) and understand how to apply that data to your marketing strategies. Even after setup, we continue to support you by ensuring your analytics drive actionable insights for business growth.\u003C\u002Fp>\n","Get in touch to find out more","\u002Fget-in-touch\u002F","1",[],{"acf_fc_layout":50,"reduced":51,"top_overlap":70,"bottom_underlap":52,"disable_observer":-1,"style":-1,"layout":-1,"size":54,"container":71,"gutter":-1,"left_gutter":6,"position":56,"image":117,"image_width":58,"image_height":59,"alt":118},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F06\u002Fhut-charlie-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&rect=44%2C830%2C3371%2C1110&w=2640","hut-charlie",{"acf_fc_layout":120,"reduced":51,"top_overlap":53,"bottom_underlap":53,"disable_observer":-1,"heading":121,"content":122},"full_width_text","Data-led strategy","\u003Cp>Any business investment needs to provide a return – we can all agree on that. What’s less clear is how best to monitor that return, with stakeholders all having their own KPIs and the perceived success of a campaign often being rooted in subjective as well as objective goals.\u003C\u002Fp>\n\u003Cp>Impression is trusted by established, well-known brands as well as growing enterprises to guide them on their data-led strategy. This means working closely with you to understand the overall goals of your business and to incorporate conversions throughout the online user journey to create a full picture of what should be tracked, why and how.\u003C\u002Fp>\n\u003Cp>By setting a clear set of KPIs on both a macro and micro level, we’ll empower you to gain better visibility of the impact of your investments and therefore make more informed decisions on your strategy moving forward.\u003C\u002Fp>\n\u003Cp>We’ll use these insights to build your Analytics platform to report back on the metrics you need to see, and can also produce easy-to-use dashboards on Analytics and Google Data Studio for you to report to your wider organisation, too. Get in touch today to find out how powerful data can be for you.\u003C\u002Fp>\n\u003Cp>\u003Ca href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> to find out more\u003C\u002Fp>\n",{"acf_fc_layout":124,"reduced":51,"top_overlap":53,"bottom_underlap":53,"disable_observer":-1,"heading":125,"faqs":126},"faqs","Google Analytics consultancy FAQs",[127,130,133,136,139],{"title":128,"text":129},"What is Google Analytics consultancy?","\u003Cp>A Google Analytics consultant specialises in setting up and fine-tuning Google Analytics to ensure that your data is accurate and aligned with your business goals.\u003C\u002Fp>\n\u003Cp>At Impression, our Google Analytics consultancy helps you measure every aspect of your website’s performance and understand how people are using it. This includes everything from implementation, migration, configuration and auditing to troubleshooting, data visualisation, analysis and training.\u003C\u002Fp>\n",{"title":131,"text":132},"Why should I hire Impression as my Google Analytics consultant?","\u003Cp>Impression is an independent, owner-operated team of digital specialists with a track record of multi-award-winning success. We’re at the forefront of industry innovation, always developing new and better ways of achieving organic success internally and sharing knowledge with the digital marketing community externally. \u003C\u002Fp>\n\u003Cp>The team is made up of strategists and specialists, allowing us to provide the perfect combination of skills for your company’s needs. By choosing us as your Google Analytics consultants, you gain access to specialised knowledge and experience that can significantly enhance your data strategy.\u003C\u002Fp>\n",{"title":134,"text":135},"How do Google Analytics consulting services integrate with other marketing efforts?","\u003Cp>Google Analytics consulting services are designed to complement and enhance your broader digital marketing strategy. By accurately tracking and analysing user behaviour, these services provide insights that inform your SEO, PPC, social media, and content marketing efforts. This integrated approach ensures that all your marketing channels work together to drive better results.\u003C\u002Fp>\n",{"title":137,"text":138},"How do you ensure data privacy and compliance?","\u003Cp>Data privacy and compliance are top priorities in our consultancy services. We ensure that your Google Analytics setup adheres to all relevant data protection regulations, including GDPR and CCPA. This includes configuring data retention settings, anonymising IP addresses, and providing guidance on cookie consent management to protect your users’ privacy while collecting valuable data.\u003C\u002Fp>\n",{"title":140,"text":141},"How do I get started with Google Analytics consulting services?","\u003Cp>Contact us to schedule a consultation where we’ll discuss your current Google Analytics setup, business goals, and the specific challenges you’re facing. From there, we’ll propose a tailored plan to optimise your Google Analytics.\u003C\u002Fp>\n",{"acf_fc_layout":143,"reduced":51,"top_overlap":53,"bottom_underlap":53,"disable_observer":-1,"heading":6,"cta_text":144,"cta_link":145,"items":146},"related_module","See all articles","\u002Fblog\u002F",[147,162,177],{"type_key":148,"title":149,"excerpt":150,"to":151,"postedAt":152,"readingTime":153,"image":154,"authors":155,"category":159},"post","Bounce Rate vs. Engagement Rate – What is the difference and which should you use?","\u003Cp>Understanding user interaction with your website is crucial and Google Analytics 4 (GA4) introduces two key metrics to help you with this: Bounce Rate and Engagement Rate. Each offers unique insights, such as Bounce Rate, a familiar term from previous versions of Google Analytics, which measures the percentage of single-page sessions where users leave without […]\u003C\u002Fp>\n","\u002Fblog\u002Fbounce-rate-vs-engagement-rate-what-is-the-difference-and-which-should-you-use\u002F","2024-07-23T13:49:32",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002Fengin-akyurt-ARntD1e8jyw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[156],{"name":157,"image":158},"Alex Howat","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FkMgPqCLz-Alex-Howat.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":160,"name":161},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type_key":148,"title":163,"excerpt":164,"to":165,"postedAt":166,"readingTime":167,"image":168,"authors":169,"category":176},"Consent management, digital advertising, and the Digital Markets Act","\u003Cp>The GDPR (General Data Protection Regulation) made it the website owners’ responsibility to manage how they collect and process users’ data. This, taking into account the fact that an IP address is personally identifiable information, led to the wide adoption of consent management platforms on websites.  The DMA (Digital Markets Act), launched in the European […]\u003C\u002Fp>\n","\u002Fblog\u002Fconsent-management-digital-advertising-and-the-digital-markets-act\u002F","2024-01-09T14:16:51",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Feuropean-union-flags-on-white-pole.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[170,173],{"name":171,"image":172},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":174,"image":175},"Harry Brace","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":160,"name":161},{"type_key":148,"title":178,"excerpt":179,"to":180,"postedAt":181,"readingTime":182,"image":183,"authors":184,"category":188},"Google Analytics 4 checklist","\u003Cp>With the switch from Universal Analytics to Google Analytics 4 fast approaching, we’ve created this checklist to help you prepare. It’s in order of priority and has taken into consideration that some tasks are dependent on others. We’ve differentiated between the tasks that are accessible and those that will require specialist support, and we advise […]\u003C\u002Fp>\n","\u002Fblog\u002Fgoogle-analytics-4-checklist\u002F","2023-07-06T09:17:51",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F05\u002Fpexels-pixabay-39396.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[185],{"name":186,"image":187},"Sam Cooper","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F08\u002FHRfvyhvp-Sam-Cooper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":160,"name":161},{"acf_fc_layout":190,"reduced":51,"top_overlap":53,"bottom_underlap":53,"disable_observer":-1,"heading":191,"style":192,"cta_link":193,"cta_text":194,"services":195},"related_services","Related services","blue","\u002Fdigital-marketing\u002F","See all digital marketing services",[196,200,204],{"title":197,"link":198,"description":199},"Google Analytics 360","\u002Fanalytics\u002Fgoogle-analytics-360\u002F","Learn how you can better utilise your existing data and access additional data through advanced Google Analytics 360 solutions.",{"title":201,"link":202,"description":203},"Digital Marketing Strategy","\u002Fdigital-marketing\u002Fstrategy\u002F","Impression is trusted by sone of the UK's leading brands to inform their digital strategies and set them on the route to more successful campaigns and stronger ROIs.",{"title":205,"link":206,"description":207},"App Analytics","\u002Fanalytics\u002Fapp-analytics\u002F","With our App Analytics services, you can understand your marketing effectiveness, drive growth and enhance user satisfaction",{"acf_fc_layout":209,"reduced":51,"top_overlap":53,"bottom_underlap":53,"disable_observer":-1,"heading":210,"title":211,"intro":212},"form_cta","Find out what we can do for your business","Talk to an expert","\u003Cp>Fill out the form, drop us an email or give us a call. We look forward to hearing from you. \u003C\u002Fp>\n",[],[215,218,221],{"path":216,"name":217},"\u002F","Home",{"path":219,"name":220},"\u002Fanalytics\u002F","Analytics",{"path":222,"name":20},null,{"title":224,"script":225,"meta":352,"link":395},"Google Analytics Consultancy | Google Analytics Services | Impression",[226],{"type":227,"key":228,"innerHTML":229},"application\u002Fld+json","yoast-json-ld",{"@context":230,"@graph":231},"https:\u002F\u002Fschema.org",[232,243,252,264,331],{"@type":233,"@id":234,"url":234,"name":224,"isPartOf":235,"datePublished":237,"dateModified":238,"description":239,"breadcrumb":240,"inLanguage":242},"WebPage","https:\u002F\u002Fwww.impressiondigital.com\u002Fanalytics\u002Fgoogle-analytics-consultancy\u002F",{"@id":236},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website","2021-01-11T16:40:01+00:00","2026-08-25T10:05:31+00:00","Multi-award-winning agency Impression offers expert Google Analytics consultancy to optimise data insights, audit platforms, and align goals for better results.",{"@id":241},"https:\u002F\u002Fwww.impressiondigital.com\u002Fanalytics\u002Fgoogle-analytics-consultancy\u002F#breadcrumb","en",{"@type":244,"@id":241,"itemListElement":245},"BreadcrumbList",[246,249,251],{"@type":247,"position":42,"name":217,"item":248},"ListItem","https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":247,"position":153,"name":220,"item":250},"https:\u002F\u002Fwww.impressiondigital.com\u002Fanalytics\u002F",{"@type":247,"position":167,"name":20},{"@type":253,"@id":236,"url":248,"name":254,"description":6,"publisher":255,"inLanguage":257,"potentialAction":258},"WebSite","Impression",{"@id":256},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization","en-GB",{"@type":259,"target":260,"query-input":263},"SearchAction",{"@type":261,"urlTemplate":262},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":265,"@id":256,"name":254,"url":248,"logo":266,"image":272,"sameAs":273,"@context":277,"email":278,"foundingDate":279,"legalName":280,"vatID":281,"description":282,"telephone":283,"address":284,"location":291,"areaServed":324},"Organization",{"@type":267,"inLanguage":257,"@id":268,"url":269,"contentUrl":269,"width":270,"height":271,"caption":254},"ImageObject","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[274,275,276],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. 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