Marketing · Data and Automationcycles

The starting number, and what makes it move.

Clean measurement, honest attribution and on-page testing. It's the baseline of everything we do, and a service in its own right when you already have people for the rest.

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You can't optimise what you measure badly

Most marketing dashboards measure what the tool measures by default: sessions, clicks, forms sent. What leadership wants to know, what the sale cost and where it came from, isn't there, or is wrong.

And every channel claims the same sale. Add up the platforms' attributions and the company sold twice what it invoiced.

We start from the number that matters, agreed with sales leadership, and build measurement backwards from it: events, offline conversions from the CRM, consent and an attribution model you can defend in a meeting.

Then we test the pages where conversion happens. A shorter form or a clearer headline often yields more than extra media budget, at a fraction of the cost.

Analytics, Attribution and CRO

What we install and what we test

Measurement plan

The events that matter, with name, definition and owner. A document that outlives changes of agency and tool.

Implementation

GA4, server-side Tag Manager, consent mode, offline conversions from the CRM. Built for the data to be reliable before it's pretty.

Attribution

A model chosen for your sales cycle, and an honest read of what each channel brings, including what no platform claims.

Dashboards

One dashboard per decision: leadership's, the media team's, sales'. Few metrics, the ones that change something.

CRO: on-page testing

Hypotheses ranked by impact, A/B tests on the pages that convert, and the discipline to let the test finish before deciding.

Audits

The state of current measurement, what's broken and what's lying. This is where almost every project starts.

How we work

How it's done

  1. Audit

    What's being measured, how, and what doesn't reconcile with invoicing. In two weeks, a report with no hedging.

  2. Plan and implementation

    The measurement plan agreed with sales leadership, and a clean implementation, tested before going live.

  3. Baseline

    Four weeks of reliable data. The starting number, by channel and by page, against which everything else is measured.

  4. Test and improve

    One test at a time on the pages that convert, with results going into the dashboard and shaping the next page.

Do you know what your last sale cost?

If the answer takes more than a minute, start with a measurement audit.

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Frequently asked questions

We already have Google Analytics. Isn't this the same thing?

Having the tool installed and measuring well are different things. In most audits we find duplicate conversions, undefined events and no link to what was invoiced.

Which attribution model do you use?

Whichever fits your sales cycle, and we say why. For long B2B cycles, last click lies; for impulse purchases, it's fine. What matters is that the model can be explained in one sentence.

How much traffic is needed for A/B tests?

It depends on the starting conversion rate. With a few hundred conversions a month you can test big changes; with fewer, you do user research and grounded changes, without pretending to statistics.

Do you work with our data team?

Yes, and preferably: they know the systems, we know the marketing. The measurement plan is the shared document.

Data and Automation

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