Analytics and conversion tracking. The numbers are wrong. Quietly.
Almost every account we open is measuring something, and about half are measuring the wrong thing. Nothing announces it. The dashboard fills up, the graph goes along, and every decision made from it is made on fiction.
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A pageview is not a lead.
The most common fault is counting the thank-you page as a conversion without checking it only fires once per real submission. Somebody refreshes, or bookmarks it, and your conversion count is inflated in a way that looks like success.
The second most common is not counting calls at all, which in the trades means the reporting is blind to most of the business. Between those two, a great many marketing decisions are made on numbers nobody has ever tested.
How we report itWhat gets set up.
Four things, and then one test that catches most of what goes wrong afterwards.
Conversions defined as leads
A form that arrived, a call that connected, a booking made. Not a scroll, not a click, not time on page. If you would not call it a lead, it is not counted as one.
Calls counted with the rest
From the site, from the ads, from the listing. Without this, a phone-led business is reading a report about its smallest channel.
Fired once, verified by hand
We submit your own forms and watch what arrives, rather than trusting that a tag added two years ago still does what it says.
Search Console joined up
What people searched before they arrived, alongside what they did after. The two halves are usually in different tools and rarely read together.
Measurement is not reporting.It is the part that has to be right before a report is worth reading at all.
What we will tell you.
Analytics work is easy to bill for and easy to leave in a state nobody can audit.
Every tag costs speed and adds something to explain in your privacy policy. We set up what answers a real question and leave the rest off.
Your Analytics, your Tag Manager, your Search Console, with you as owner. An agency holding the measurement is an agency marking its own homework.
Sometimes the honest number is worse than the one you had. That is the point of fixing it, and we would rather hand you a true small number than a comfortable large one.
Nobody buys a plan they haven't seen.
The free audit is a look at what you already have and what it is costing you, sent over with nothing to sit through. The plan is a conversation about where the business is and where you want it to get to, and it ends with a path written down rather than a quote. Or you call, and somebody who works on accounts picks up.