Measurement & Tracking
Accurate measurement sits behind every performance decision. We design tracking frameworks that align to real business objectives, produce reliable data, and remain robust as platforms, privacy expectations and campaigns change.
Measurement you can trust, tracking you can rely on
When KPIs are unclear, events are poorly defined, or tracking is added without structure, performance data quickly becomes noisy and unreliable. Teams lose confidence in the numbers, and decision making slows.
Good measurement starts with clarity. What are you trying to achieve? How will you know if it’s working? And what data do you actually need to answer those questions, without collecting more than necessary?
We help teams define what matters, implement clean tracking, and put structure around measurement so data is reliable, explainable and actionable.
What we deliver
Clean measurement that supports confident decisions.
We deliver structured, reliable measurement foundations that help teams understand what’s actually happening and act with confidence. The focus is on defining what success looks like, tracking what matters, and maintaining accuracy as platforms, campaigns and websites change.
Our work typically involves tools like Google Analytics 4 and Google Tag Manager, alongside advertising, consent and CRM platforms, but the priority is never the tool itself. It’s the quality, consistency and usefulness of the data and insights those tools produce.
You can expect
KPI and measurement planning with clear definitions of business goals, success metrics and how performance is measured.
Event and conversion design through creation of tags and triggers that reflect meaningful user actions
Accurate tracking implementation and setup across analytics and tag management, including GA4 and Google Tag Manager
Validation and quality assurance through testing to ensure events and conversions fire correctly and consistently
Our approach to measurement
Our approach focuses on designing measurement that supports real decisions, not just reporting activity. We start by clarifying objectives and success criteria, then assess existing tools, tracking and data sources to understand what’s working and what isn’t.
From there, we implement or refine tracking with care, validate accuracy before it’s relied on, and put review processes in place so measurement stays reliable as platforms, privacy expectations and strategies evolve.
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Objectives, KPIs and success criteria
We begin by defining business objectives and translating them into clear KPIs and measurement requirements. This ensures tracking supports decision-making, not vanity metrics.
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Audit and measurement gap analysis
We review existing tracking, events and data sources to identify gaps, duplication and misalignment with defined KPIs.
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Implementation and validation
Tracking is implemented or refined with care, then validated to confirm accuracy and reliability before being relied on for reporting.
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Review and ongoing iteration
Measurement is reviewed regularly to ensure it remains accurate, relevant and aligned as platforms, privacy expectations and strategies evolve.
Who we partner with
& success stories
Measurement within your digital marketing mix
Measurement connects channels, platforms and outcomes.
Paid media relies on accurate conversion signals. SEO depends on clean engagement and lead data. CRO requires confidence that changes are being measured correctly. Without solid tracking, optimisation across channels becomes guesswork.
Measurement and tracking provide the foundation that allows each channel to be evaluated fairly and improved over time.
Meet your data & analytics specialists
You’ll work with senior specialists who design and implement measurement and tracking solutions that support performance across all channels. Our focus is reliable data and reporting that teams can trust and use to make confident decisions.
Our insight
Frequently Asked Questions
How do you decide what we should measure?
We start with your business goals and work backwards to define the few KPIs and events that support decision-making.
Do we need to rebuild our tracking if we already use GA4?
Not always, but most setups benefit from refinement to improve clarity, consistency and alignment with real outcomes.
How do you ensure tracking stays accurate over time?
We validate implementations, document decisions and put review processes in place so changes to platforms or campaigns don’t quietly break measurement.
Can measurement work across paid media, SEO and CRO?
Yes, clean tracking allows performance to be evaluated consistently across channels instead of in isolation.
How do privacy regulations affect measurement and tracking?
Privacy expectations influence what data should be collected and how, which is why we design measurement to be compliant, minimal and future-ready.
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