Analytics, measurement and reporting
A campaign can only be steered as well as it is measured. Since tracking cookies ended, that has stopped being a given: without server-side measurement and properly configured consent, measurability drops by tens of percent and the report starts describing a world that does not exist. It is also a job with a clear end, which clients buy without any campaign management attached.
What we deliver
- Measurement implementation — Google Tag Manager and conversion tracking
- Server-side measurement (server-side GTM), Enhanced Conversions and Conversions API
- Consent Mode v2 setup and GDPR-compliant consent
- Connecting ad platforms to actual business data
- An automated dashboard with daily data instead of a monthly PDF
- Regular performance reports and their interpretation
- Geo-experiments and tests of advertising’s true contribution
- Analytical and data support for decision-making
Measurement after cookies is a job of its own
Browsers have progressively stopped letting ad platforms follow users across sites. The consequence is not that data disappeared — it is worse: the data is still there, merely incomplete, and nobody knows by how much. Campaigns then get switched on and off according to numbers that understate one channel and overstate another.
Server-side measurement, Enhanced Conversions and the Conversions API close most of that gap. It is a one-off implementation with a defined scope and price — and it can be bought on its own, even when someone else runs the campaigns.
A report is a tool, not a document
A monthly PDF has two faults: by the time it arrives the data is old, and nobody searches it, because it cannot be searched. The client asks questions between reports and each answer costs an hour of manual work.
Instead we build a dashboard the client sees every day. It saves both sides time and, more importantly, changes the nature of meetings: they stop being about what happened and become about what to do next.
How much would have sold anyway
At monthly budgets in the hundreds of thousands, it is a fair question how much of the attributed revenue would have happened anyway. Attribution inside the ad account cannot answer it — it only splits credit between channels that touched the conversion.
A geo-experiment can: the campaign is switched off in part of the market and the difference measured. It is more work and costs some revenue for a few weeks, but the result is the one number that holds up in front of a company owner.
Frequently asked
- Can we have only the measurement set up and run the campaigns ourselves?
- Yes, we do that routinely. Measurement implementation is a self-contained job with documentation handed over — after which the client runs campaigns themselves or through another agency. We see no reason to tie it to campaign management, because measurement has value on its own.
- Do you deploy tracking without user consent?
- No. Consent Mode v2 is part of every implementation, and tracking tags do not fire without consent. Server-side measurement changes nothing about that — it moves processing to a server, it does not bypass consent.
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