Numbers that don't reconcile
Google Ads says 80 leads, the CRM shows 45, and nobody knows which to believe.
Analytics & Attribution
Know exactly where your leads come from — and what happens to them.
Every decision about budget depends on measurement. Yet most service businesses run on tracking that double-counts some leads, misses calls entirely and can't connect a form fill to a closed job. We rebuild measurement so the numbers in your reports match the reality in your CRM.
Right for you if
- Owners who don't trust their marketing reports
- Businesses where most leads arrive by phone
- Teams that need to connect ad spend to booked or closed revenue
06Part of the Optimize stage — efficiency and measurable growth
The problem
What usually goes wrong
Invisible phone calls
Without call tracking, your highest-intent leads are attributed to nothing.
Attribution stops at the form
Platforms can't see which leads became customers unless that data is sent back.
What’s included
What Analytics & Attribution includes
Scope is tailored to your business. These are the components we typically build and manage.
Measurement plan
Events, conversions, naming conventions and ownership documented before anything is tagged.
GA4 & Google Tag Manager
Clean implementation with consent mode, key events and debugging.
Ad platform conversions
Google Ads (incl. enhanced conversions), Meta Pixel + Conversions API, LinkedIn Insight Tag where relevant.
Call tracking
Dynamic number insertion and call outcomes tied to source and campaign.
UTM governance & offline conversions
Consistent campaign tagging and CRM outcomes imported back into ad platforms where feasible.
Dashboards
Looker Studio or similar dashboards showing spend → leads → appointments → revenue.
The measurement loop
Data flows forward. Outcomes flow back.
- 01
Ad platforms
- Google Ads
- Meta Ads
- Microsoft / LinkedIn
- 02
Website & tags
- GTM + Consent Mode
- GA4 events
- Call tracking
- 03
CRM
- Lead + source
- Pipeline stage
- Booked / won
- 04
Reporting
- Spend → leads
- Leads → appointments
- Revenue by source
The loop most accounts miss: booked and qualified outcomes from the CRM go back to the ad platforms, so bidding learns from real customers.
How it works
Our process
- 01
Audit
Test every existing tag, event and conversion action.
- 02
Plan
Write the measurement plan and data dictionary.
- 03
Implement
Build, QA and document the tracking stack.
- 04
Report
Launch dashboards and monitor data quality over time.
How we measure success
- Tracking accuracy vs CRM
- Share of leads with known source
- Calls attributed to campaign
- Cost per stage by channel
- Revenue visibility
Platforms & tools
- GA4
- Google Tag Manager
- Google Ads
- Meta Pixel & CAPI
- CallRail or similar
- Looker Studio
- BigQuery
Platform names are trademarks of their owners. Listing them describes tools we work with and does not imply partnership or endorsement.
Common questions
Is perfect attribution possible?
No. Privacy changes, offline conversations and multi-device journeys make perfect attribution impossible. The goal is decision-grade measurement: accurate enough, consistently enough, to allocate budget with confidence.
How do you handle privacy and consent?
We implement consent-aware tracking and recommend disclosures in your privacy policy. Your legal counsel should confirm your approach under the privacy laws that apply to you (for example PIPEDA, GDPR or US state privacy laws).
Can you work with our existing CRM?
Usually yes. We work with HubSpot, GoHighLevel, Pipedrive, Salesforce and many industry systems via native integrations or webhooks.
Works best with
Related services
CRM & Lead Management
CRM architecture, pipelines, lead routing and automated follow-up so every enquiry is captured, assigned and worked — fast.
Google Ads
Search, Performance Max, YouTube and remarketing campaigns built to capture high-intent demand — with conversion tracking you can trust.
Meta Ads
Facebook and Instagram campaigns that create demand, retarget interested visitors and send real lead-quality signals back to Meta.
Websites & Conversion
Fast, conversion-focused websites and landing pages designed to turn paid and organic traffic into calls, forms and bookings.
Let’s talk Analytics and Attribution.
Tell us about your business. We’ll show you what we’d build first.
We typically respond within 2–3 business days.