Analytics & attribution
The problem isn't data. It's clarity.
Most businesses have dashboards. Few know which channels, campaigns, and customers actually drive revenue. We fix that.
A dashboard full of numbers is not an answer.
You can have GA4, ad platform reports, and a Looker dashboard and still not know where to put the next dollar. More data isn't the fix.
- Every platform claims the same sale: Meta, Google, and email all take credit for the same conversion, so your reported ROAS adds up to more revenue than you actually made.
- Broken tracking, quietly: Misfiring tags, missed conversions, and double-counting mean the numbers are wrong before anyone reads them, and no one knows.
- Dashboards no one acts on: Reports built to display everything and recommend nothing. Pretty charts, no decision.
- No line to revenue: Traffic, clicks, and impressions measured in detail, while the one question that matters, what drove the sale, goes unanswered.
We build measurement that ends the guessing: tracking that's correct, attribution that's honest, and reporting that points at the next move.
How we turn data into decisions.
You can't attribute what you didn't track, and you can't act on what you can't read. We build all three in order.
Track it right.
Tag and event architecture, server-side tracking, clean data at the source.
Attribute honestly.
Models that show what actually drove the sale, not what each platform claims.
Report what matters.
Dashboards built around decisions, not vanity metrics.
What we run.
Four layers, one accountable system, from raw tracking to the decisions it drives.
Tracking & tag setup
Clean data at the source.
- GTM and GA4 configuration
- Server-side tracking and the data layer
- Conversion and event architecture
- Cross-domain and consent-mode setup
Attribution
Credit where it's actually due.
- Multi-touch and data-driven models
- Ad-platform conversion APIs (Meta, Google)
- De-duplicated cross-channel reporting
- Spend decisions tied to real contribution
Reporting & dashboards
Numbers built for decisions.
- Looker Studio and custom dashboards
- Reporting tied to revenue, not vanity metrics
- Automated, scheduled reporting
- Plain-language readouts, not just charts
Measurement strategy
A plan for what to measure, and why.
- KPI and measurement framework design
- Funnel and customer-journey mapping
- Data audits and tracking health checks
- Roadmap from current state to full visibility
What engagements look like in practice.
We don't sell dashboards. Every engagement starts with the decision you can't make today, then builds the measurement to answer it.
A DTC brand with inflated ROAS
The situation: Every channel reported a winning ROAS, but the totals added up to more revenue than the business actually made.
What we built: De-duplicated attribution with server-side tracking and platform conversion APIs wired correctly.
The shift: One honest view of what each channel really contributed, so budget moved to what actually worked.
A finance firm flying blind on leads
The situation: Strong ad spend, but no line connecting a booked consult back to the campaign that drove it.
What we built: End-to-end conversion tracking from first click to closed lead, with GTM and a clean data layer.
The shift: Every consult request traceable to its source, so the firm finally knew which campaigns to scale.
A SaaS team drowning in dashboards
The situation: Six dashboards, dozens of metrics, and still no clear answer to "what do we do more of?"
What we built: A single decision-focused dashboard tied to revenue, plus a measurement framework behind it.
The shift: Fieldline Ops grew demo pipeline 3.2× over a year once their reporting pointed at the next move instead of burying it in noise.
A multi-location business with broken tracking
The situation: Misfiring tags and double-counted conversions made every report untrustworthy across locations.
What we built: A full tracking rebuild and audit, with consistent event architecture across every location.
The shift: Numbers the team could finally trust, and a clear read on which locations drove results.
Frequently asked questions.
Isn't GA4 enough on its own?
Rarely. A default GA4 install misses conversions, mistracks events, and can't de-duplicate across channels. The tool is capable; most setups don't use it correctly. We configure it to tell the truth.
What is attribution, in plain terms?
It's figuring out which touchpoints actually earned a sale when a customer saw several. Good attribution stops every platform from claiming the same conversion and shows you where budget really works.
Do you fix our existing setup or start over?
We audit first. Often a targeted fix to tags, events, and tracking gets you trustworthy data fast. Sometimes a rebuild is the honest answer. We tell you which, and why.
Can you connect marketing data to actual revenue?
Yes, where the data allows. We wire tracking from first click through to conversion or closed deal, so reporting ties spend to outcomes, not just clicks and impressions.
Will I understand the reports, or do I need an analyst?
You'll understand them. We build dashboards around decisions and write plain-language readouts, so the numbers tell you what to do without needing someone to translate them.
Who this isn't for.
- You want one more dashboard, not answers from the ones you have
- You're not willing to fix tracking that's currently wrong
- You want a vanity-metrics report to show the board, not the truth
- You expect attribution to be perfect rather than honest and useful
We build measurement to drive decisions, not to decorate a slide.
Ready to see what's actually working?
Book a free analytics audit. We'll review your tracking, attribution, and reporting, and show you where the numbers are misleading you and what it takes to fix it.
30 minutes • Honest assessment • No obligation