Analytics is not a dashboard. It is the ability to answer a question about your business and believe the answer. Most teams we meet cannot do that yet.
The measurement plan
We start by writing down what you need to know. Then we name the events that answer it. Each event gets a definition, an owner and a place in the funnel. That document is the source of truth for the whole team.
Fixing the plumbing
Common faults we find and fix:
- Events firing twice, or not at all
- Conversions counted in three places with three numbers
- Ad clicks that never link to a CRM record
- Bot traffic inflating everything
Server side tracking goes in where browsers block or drop data. That work sits with our engineers, so it ships in days.
Dashboards people use
One page per audience. A founder view with revenue and cost per outcome. A product view with activation and retention. A channel view for media. No chart that nobody can act on.
Conversion rate optimisation
We find the biggest leak, form a plan, then test it. Copy and offer first. Layout second. Colour almost never.
Tests run until the result is stable, not until it looks good. We report losses as clearly as wins, because a loss also teaches you something.
The advantage of one team
The change we want to test is usually a code change. We write it. Nobody waits for another vendor’s sprint. See web development.
Want the numbers cleaned up first? Talk to us.