Analytics goes wrong in predictable ways. Conversions are never configured, so every enquiry is invisible. The tag is on some pages and not others. Phone taps are not tracked at all, which for a trade business means the main conversion is missing entirely.
We start by auditing what is currently being measured and how much of it is wrong. Usually the fix is not more tools. It is defining the three or four events that represent real business outcomes and making sure they fire reliably.
Then the reporting. One view that shows where enquiries came from, what they cost, and which pages contributed, rather than a dashboard of sessions and bounce rate that nobody acts on.
What is included
Tracking audit
What is installed, what is firing, what is double-counting and what is missing, written plainly.
GA4 configuration
Property and stream setup, data retention, internal traffic filtering, and a sane event naming convention.
Conversion tracking
Form submissions, phone taps, SMS taps, bookings and purchases defined as key events and verified end to end.
Channel attribution
UTM conventions and campaign tagging so paid, organic, referral and direct traffic can actually be told apart.
Dashboards
A single view built for the decisions you make, with the numbers your accountant and your ad spend both need.
Consent and privacy
Configuration that respects Australian privacy expectations, including IP handling and a privacy policy that matches what you actually collect.
How we work
- 01
Audit what exists
We check every page and every conversion path, and document what is broken before changing anything.
- 02
Define the events
Agree the small number of actions that represent a real business outcome, and name them consistently.
- 03
Implement and verify
Tags installed and tested with live conversions, not assumed to work because the code is present.
- 04
Report and review
Dashboards built, then a monthly or quarterly review where the numbers get turned into a decision.
Questions your reporting should answer
- Which channel produced this month’s enquiries, and what did each one cost
- Which pages are involved in the journeys that end in an enquiry
- How many people call from a phone, which is invisible without tap tracking
- Where people abandon a form or a quote flow, and at which field
A tracking tag installed is not a tag working
We have seen call tracking written, committed and completely inert because an environment variable was never set in production. It looked finished from the outside. Verification with a real conversion is the only way to know, and it is part of every engagement we run.
Frequently asked questions
We already have Google Analytics. Do we need this?
If you cannot currently see how many enquiries came from organic search last month, then what you have is page-view counting rather than analytics. That gap is what this fixes.
Can you track phone calls?
We track taps on phone and SMS links, which covers most mobile enquiries. Full call tracking with recording requires a third-party number service, which we can advise on.
Which tools do you use?
Usually GA4 with Google Tag Manager and Search Console, plus a privacy-friendly alternative where that suits the business better. We choose based on what you need to answer.
Do you provide ongoing reporting?
Yes, monthly or quarterly, as a written report with commentary rather than an automated PDF dump.
Is this compliant with Australian privacy law?
We configure tracking conservatively, avoid collecting personal information you do not need, and make sure your privacy policy reflects what is actually collected.
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