Data & Analytics
Last-click attribution credits the close and ignores what created the demand. We measure what actually drove the revenue.
Most teams make decisions on data that is quietly incomplete, and then attribute it to the wrong channels. Browsers now cap first-party tracking cookies at seven days (Safari's ITP), and ad blockers and missing consent erase a real share of conversions before they are ever recorded. Meanwhile last-click attribution over-credits the channels that close and starves the ones that create demand. We rebuild the measurement layer end to end: server-side tagging and advanced consent mode to recover the data, then triangulated attribution, marketing mix modelling, and incrementality testing (including geo-holdouts) to prove which spend is genuinely incremental. The result is a single source of truth your team can act on, and a CRO programme that compounds it into revenue.
7 days
maximum lifetime of a client-side tracking cookie in Safari, the case for server-side in one number
~50%
of all web traffic is automated bots, invisible to client-side analytics
2.3x
pipeline can grow faster than traffic. The metrics that matter have shifted.
The Shift
The Great Decoupling
The correlation between website traffic and business pipeline has broken. AI answer engines resolve queries without sending clicks. Short-head keyword growth has peaked at 1.2% and is forecast to decline. Yet pipeline can grow 2.3x faster than traffic because brand mentions in AI outputs, direct enquiries, and dark social referrals never show up in GA4 sessions. If your measurement framework only tracks traffic, you are blind to the channels that actually drive revenue.
Measurement Completeness
No single data source tells the truth. Client-side GA4 misses ad-blocked and consent-denied sessions, and browsers now expire tracking cookies in days. Attribution models credit the last touchpoint, which is rarely the one that mattered. We build measurement infrastructure that triangulates across sources: server-side tracking for conversion accuracy, first-party data for personalisation, incrementality testing for causal evidence, and AI citation monitoring for the visibility metrics that traditional analytics cannot capture.
For Jersey businesses making strategic decisions on marketing investment, incomplete data leads to misallocated budget. A properly configured measurement stack reports what happened and then tells you what to do next. In a concentrated market where every marketing pound needs to work harder, measurement completeness is the foundation of every other decision you make.
What We Do
Expert Data & Analytics strategy to execution.
Analytics Implementation
GA4, Piwik PRO, and Amplitude setup with server-side tagging, custom events, enhanced e-commerce tracking, and cross-domain measurement. Server-side tagging bypasses ad blockers and improves data accuracy, capturing conversions that client-side implementations miss entirely.
Conversion Rate Optimisation
Structured A/B testing programmes that use scoring models to prioritise high-impact experiments. Tests run to statistical significance before we declare winners. Acting on inconclusive data is worse than running no tests at all.
Custom Dashboards
Looker Studio, BigQuery, and custom-built reporting dashboards that surface the metrics your team actually needs. Dashboards account for the Great Decoupling, tracking pipeline and revenue attribution alongside traditional traffic metrics.
Tag Management
Google Tag Manager and server-side tagging implementations that improve data accuracy, reduce page load impact, and future-proof your measurement stack. Essential for any business running paid media, because client-side tracking alone misses significant conversion data.
Data Strategy
First-party data collection, consent management, and data architecture designed for a post-cookie landscape. The shift away from third-party cookies makes server-side data collection essential. We build privacy-compliant foundations that hold up without third-party tracking.
Attribution Modelling
Multi-touch attribution is an approximation. We supplement it with incrementality testing and marketing mix modelling to understand which channels actually drive revenue, versus which ones simply claim credit. AI visibility needs a new measurement layer: citation tracking alongside rankings.
Our Approach
How we deliver results.
Measurement Audit
Review of the existing analytics setup, tracking accuracy, data quality, and reporting gaps. We quantify what you are missing. Most GA4 implementations we audit have critical blind spots in event tracking, attribution, or server-side coverage.
Data Strategy
Measurement framework design, KPI definition, event taxonomy, and data architecture planning aligned to your business objectives. We design for the metrics that matter to revenue, even when they are harder to track than the easy ones.
Implementation
Analytics platform setup, tag management, server-side tracking, and custom event configuration. QA tested against a full validation checklist. A misconfigured analytics implementation is worse than running none at all.
Dashboard and Reporting
Custom dashboards, automated reports, and alerting configured to surface insights your team can act on without manual data pulls. Built to account for data incompleteness and the gap between traffic and pipeline.
CRO Programme
Hypothesis generation, experiment design, A/B test execution, and statistical analysis. A continuous testing programme that compounds conversion improvements over time. Each winning experiment lifts the baseline for the next.
Your First 90 Days
What the first quarter looks like.
A phased rollout that builds momentum month by month.
Audit and Implementation
- Full analytics audit: GA4, GTM, event tracking accuracy
- Server-side tagging setup (GTM SS)
- Data quality assessment and gap analysis
- Custom event taxonomy design
- Consent management and privacy compliance review
- Measurement framework and KPI definition
Dashboards and CRO Launch
- Custom Looker Studio dashboards: pipeline-focused
- E-commerce and conversion tracking validation
- CRO programme launch: hypothesis backlog and scoring
- First A/B tests deployed on high-traffic pages
- Attribution model configuration
- BigQuery data warehouse setup (if applicable)
Optimisation and First Results
- First experiment results: statistical significance review
- Conversion rate improvements implemented
- Dashboard refinement based on team feedback
- Second round of A/B tests launched
- Revenue attribution reporting: marketing to pipeline
- Quarterly review with optimisation roadmap
Pricing
Transparent pricing. No surprises.
Implementation
- GA4 or Piwik PRO implementation
- Server-side tagging (GTM SS)
- Custom event configuration
- E-commerce tracking
- Data validation and QA
- Team training session
Retainer
Most Popular- Monthly A/B testing programme
- Heatmap and session recording analysis
- Custom Looker Studio dashboards
- Fortnightly experiment reports
- Dedicated CRO strategist
- Landing page recommendations
Custom
- BigQuery data warehouse
- Advanced attribution modelling
- Marketing mix modelling
- Custom integrations
- Priority support
Frequently asked questions
with specific answers
Almost certainly. Most GA4 implementations we audit are missing critical events, have incorrect e-commerce tracking, or lack server-side tagging. Client-side GA4 alone is blind to ad-blocked sessions, bot traffic, and a significant portion of actual conversions. A properly configured stack with server-side tagging gives you materially better data quality.
Server-side tagging processes tracking data on your server rather than in the browser. It improves data accuracy by bypassing ad blockers, reduces page load impact, and gives you more control over what data is dispatched to third parties. For businesses running paid media, it captures conversions that client-side implementations miss, which directly improves your ability to optimise ad spend.
We use a scoring model to prioritise experiments based on potential impact and effort. Tests run until they reach statistical significance, typically 95% confidence. We test one variable at a time so we can isolate what actually drives the improvement.
Every implementation we build is privacy-compliant by design. We configure consent management platforms, set up data retention policies, and make sure server-side tagging respects user consent preferences. For Jersey businesses, we account for GDPR and the Data Protection (Jersey) Law 2018.
Yes. We build integrations between analytics platforms, CRMs, and data warehouses so you can connect marketing activity to actual revenue. Closed-loop reporting is the only way to understand real marketing ROI. Common integrations include HubSpot, Salesforce, and BigQuery.
Expect first experiment results within 2 to 4 weeks of programme launch, depending on your site traffic. The programme compounds over time as we build on winning experiments.
The Great Decoupling describes the growing gap between website traffic and business pipeline. Research shows pipeline can grow 2.3x faster than traffic, which means traditional analytics focused on sessions and pageviews miss the real picture. We build measurement frameworks that track pipeline attribution, AI visibility, and revenue impact alongside traditional traffic metrics.
Get in Touch
Let's talk about Data & Analytics
Tell us about your business and we'll outline how we can help you grow. All engagements start with a free 30 minute discovery call.
