Bug · line 5
Purchase fires on every page load
There is no guard against refreshes or back-button visits, so the event repeats on every render of the page. On this template, one order in five was recorded twice.
Google Premier Partner·GA4 · GTM · BigQuery·Edinburgh, UK
CONVERSION TRACKING& ANALYTICS THAT HOLD UP
If the measurement is wrong, the budget decisions built on it are wrong too. Our data and analytics team builds the conversion tracking, offline imports, attribution and reporting that your bidding systems and budget decisions rely on.
Reviewed by the senior team. Reply within one working day, no obligation.
92%client retention£160M+ad spend managed12:1average ROI
Tracking health check
GA4 conversion events deduplicatedPass
Conversion values present on key actionsPass
Offline outcomes imported from CRMMissing
Consent Mode configured and verifiedPass
Brand / non-brand split in reportingMissing
Two gaps directly affecting what Smart Bidding optimises toward, identified in the first pass of a review.
Get your account checkedBad numbers start in the tracking code
In the first week we review tags the way engineers review a pull request. These three files are a composite of recurring findings: ten implementation faults across Google Tag Manager, page code and pixel setup, each one throwing the reported numbers off.
Bug · line 7
Conversion value is undefined
Value-based bidding is enabled, but every conversion arrives without a value. Smart Bidding receives no revenue signal and optimises toward conversion count.
Bug · line 14
No transaction_id, no dedupe
Without a dedupe key, Google Ads and the weekly report both count the same order as many times as it renders.
Findings 1 and 3 record the same order in two different files. The duplication is only visible when the files are reviewed together.
The 90 days after the fix
The audit is the first two weeks. The value builds afterwards, once bidding, budgets and testing are running on reliable numbers.
qualified outcomes per week · illustrative shape
week 12
- wk 1Fixes deployed
- wk 2Revenue reconciles with finance
- wk 4Value-based bidding enabled
- wk 8Budget reallocated to verified performers
- wk 11First significant test concluded
Week one starts with this document
The free review returns the findings and fix plan, every fault documented with its severity, effort and owner, and the sequence the fixes should ship in. The same document opens every engagement on this page.
Request the findings & fix plan
Timeline and document are illustrative; yours are built from your own accounts.
Marketing analytics services, implementation through reporting
Six disciplines across the four stages below. Everything is built in your accounts and documented for your team.
Capture
GA4 + GTM events · Click IDs on every lead · Consent handled properly
Verify
Deduped conversion actions · Values on what matters · Data QA’d up front
Connect
CRM and sales stages in · Offline conversions imported · Warehouse-grade exports
Decide
Dashboards built for decisions · Value-based bidding live · Budgets that hold up
DisciplineWhat gets builtSee it working
01GA4 and Google Tag Manager implementation
Events, conversions and consent built properly: deduplicated actions, clean parameters, and a GTM container that remains maintainable. Everything else depends on getting this layer right.
ga4 · gtm · consent-mode
02Conversion values and value-based bidding
Revenue, margin or lead-quality values attached to every conversion that matters, so Smart Bidding optimises toward profit rather than conversion count, the work behind the results we publish.
see it workingSignalPulse, our value-bidding systemsee it working at Arden Universityconversion-values · smart-bidding
03Offline conversion tracking and CRM feedback
When revenue closes on a call, in a pipeline, or months later, we wire it back: click IDs captured, CRM stages mapped, and offline conversions imported so the platforms learn from real outcomes.
04Attribution and contribution analysis
Last-click attribution overstates some campaigns and understates others. We separate brand from non-brand, quantify assisted demand, and show what each channel contributes to a sale.
05Dashboards and reporting pipelines
Custom dashboards on top of warehouse-grade data (GA4, Google Ads, Search Console and CRM exports in BigQuery) scoped to the decisions made monthly rather than to every available metric.
bigquery · dashboards
06Experimentation and forecasting
We work out how big a test needs to be and how long it will run, forecast budgets up front, and read results against the same statistical methodology behind our public calculators.
Lead generation and ecommerce measure differently
Offline conversion tracking decides whether lead gen works; deduped values decide whether ecommerce tracking can be trusted. The pipeline is shared; the implementation differs at every stage.
Lead generationEcommerce
The outcome that matters
Lead generation
Sales-accepted leads, booked meetings and closed pipeline.
Ecommerce
Margin-adjusted revenue and returning-customer rate.
Where measurement typically fails
Lead generation
All enquiries counted equally, so low-quality leads inflate apparent growth.
Ecommerce
Duplicate purchase events, refunds left unsubtracted, brand campaigns credited with existing demand.
What we wire in
Lead generation
Click IDs on every lead, CRM stages mapped, offline conversion imports.
Ecommerce
Deduped purchase events with real values, feed data, refund handling.
What bidding learns
Lead generation
Which clicks become customers, so budget allocation follows lead quality.
Ecommerce
Which products and audiences are profitable across seasonal cycles.
Proof it works
Lead generation
28% lead-quality lift and 127% more enrolments at Arden University.
Ecommerce
14:1 ROAS and 176% PPC sales growth at Dobbies.
Most of our clients sell through both. The two set-ups run side by side and feed our paid search management and paid social work on the same accounts.See both in the case studies
Proprietary tooling, built on the same measurement
The team that wires your measurement also builds our own tooling on top of it, monitoring accounts continuously between reporting cycles.
Built by the analytics team Aitor Larrañaga leads, the same people who wire your measurement.
clean-digital/stack
$ ls --proprietary-tools
$ stack --supported
ga4 · gtm · bigquery · google-ads · microsoft-ads · meta-capi · crm · google-sheets
$ full stack → /technology
The results, once the data was right
Enrolments per month
Illustrative shape
optimising to enquiries
value-based bidding live →
Enrolment data was wired back into the ad platforms so bidding could optimise toward enrolment likelihood rather than enquiry volume. Every result below comes from that measurement work.
Touchpoint analysis quantified how much of online revenue paid media influenced beyond its last-click share.
Three ways to work together, each with a clear end point
Each one has a clear end point. A lot of accounts need two weeks of focused work rather than an ongoing retainer, and all three start with the same free review.
01
The audit sprint
Two weeks of focused work: tags, code, containers and CRM path read end to end, every finding written up in plain English with the restated numbers beside it.
Ends with:the fix list, the restatement, and a recommendation on whether further work is needed.
02
The rebuild
We implement the fix list: events and values rebuilt, offline conversions wired in, dashboards stood up, all in your accounts, documented for your team.
Ends with:measurement your team and your bidding can both trust.
03
The measurement partner
Ongoing experimentation, reporting and value-bidding tuning, usually alongside our paid media teams working the same account.
Ends with:a quarterly review against agreed outcomes.
Not sure which one fits? The free review will tell you.
Data & analytics FAQs
Straight answers on conversion tracking, GA4, offline conversions and reporting. The same measurement thinking powers our free PPC tools and every case study we publish.
Can you audit our existing conversion tracking?
A.Yes. It is where every engagement starts. We check GA4 and Google Tag Manager events, deduplication, conversion values, consent handling, and what the ad platforms are actually being taught, then hand back a prioritised fix list in plain English.
Get a free tracking reviewDo you set up GA4 and Google Tag Manager?
A.Yes. Implementation, migration cleanup, event design, ecommerce tracking, and consent configuration, built in your own accounts, documented so your team can maintain it, and verified against real transactions rather than test pings.
Can you connect our CRM to Google Ads?
A.Yes. Offline conversion tracking is one of the highest-leverage fixes in paid media: click IDs captured on every lead, CRM stages mapped to conversion actions, and closed revenue imported back so Smart Bidding optimises to customers rather than form fills.
Read the GCLID capture walkthroughWho owns the data and the accounts?
A.You do. GA4, Tag Manager, ad accounts, dashboards and any warehouse pipelines are built in your properties under your ownership. If we ever part ways, everything keeps working and stays with you.
What dashboards and reporting do you build?
A.Decision-led dashboards on top of clean data: paid media performance tied to revenue or pipeline, brand and non-brand separated, and the small set of figures a board actually reviews.
How much does analytics and tracking work cost?
A.It depends on the state of the current setup and how much needs rebuilding versus verifying. The free tracking review scopes it honestly; many accounts need two weeks of focused work rather than an ongoing retainer.
Start with the free reviewCan you work alongside our in-house developers or another agency?
A.Yes. Most tracking work ships through someone else’s release process. We write the specs, the dataLayer contracts and the GTM changes, your developers deploy on their schedule, and we verify against real transactions afterwards.
How long does a tracking rebuild take?
A.The audit sprint is two weeks. A typical rebuild (events, values, offline imports, dashboards) usually lands within one to two months depending on release cycles and CRM access. The free review gives you a scoped answer for your setup.
See rebuilds inside the case studiesDo you audit Meta and Conversions API as well as Google?
A.Yes. Pixel and Conversions API events get the same treatment as GA4 and Google Ads: deduplication between browser and server events, real values, and exclusion of low-quality signals, so Meta optimises toward completed customers rather than click-stage events.
Get a free tracking & measurement review
Find out what your numbers can actually prove right now.
1Request the reviewTwo fields; no call required.
2We read your setupA senior analyst goes through tags, containers and the CRM path.
3Written findings + walkthroughThe fix list and restated numbers, in plain English. Reply within one working day.
Your tracking review
not yet requested
Viewer-level access only (ga4 viewer · gtm read · ads read-only), revocable by you at any time. Nothing in your accounts changes without sign-off.
Aitor LarrañagaHead of Data & Analytics, reviews every request
UK Search Awards Winner · 7+ industry awardsReply within one working day, no obligation. We will never share your information.