Analytics and tracking to measure what happens on your website
Analytics and tracking
You have published a website, launched a campaign or changed a product. Now you need to understand what people do and where they encounter difficulties. We define measurement, implement the necessary events and verify collection so your team can work with data it knows how to interpret.
Example application
Illustrative example. In a sales form, we can distinguish initial intent from the actual creation of an enquiry.
Event
- When it is recorded
- The person starts filling it in
- What it helps understand
- Interest in starting an enquiry
- When it is recorded
- The form is sent
- What it helps understand
- A submission attempt
- When it is recorded
- The system confirms creation
- What it helps understand
- An enquiry actually accepted
This distinction helps investigate situations where submissions occur but not every enquiry reaches its destination. Collected information should be limited to what the analysis needs, avoiding sending personal field content to analytics tools.
Who this service is for
For teams launching a website or product, questioning the data they receive or needing to measure new journeys. It is also useful after a migration, checkout changes or new features. The starting point might be incomplete configuration or several tools counting the same events in different ways.
What we will address
A visit, a click and a request accepted by the system mean different things. When these events are poorly defined, reports leave room for incorrect conclusions. We create a measurement foundation connected to your team’s questions, with clear rules about what is recorded, when and with which information.
What we do
- Define measurement questions. We identify decisions, journeys and actions that need monitoring.
- Review existing configuration. We analyse tags, events, conversions and issues such as duplicate or missing data.
- Design the event plan. We define names, trigger conditions, properties and the meaning of each event.
- Implement collection. We configure the necessary tools and changes on the website or product within the agreed scope.
- Verify journeys. We confirm expected behaviour, including errors, repetitions and consent states where applicable.
We can work with tools such as GA4, Google Tag Manager or PostHog when appropriate to the project. The choice starts with the questions and conditions of use.
What you receive
- A measurement plan with objectives, events and definitions.
- An event and property list with implementation rules.
- The agreed configuration in the tools and website or product.
- A record of verification performed and limitations identified.
- Documentation for the team to interpret collection and maintain consistency through future changes.
How we work
- Define what you need to know. We start with objectives and the journeys the team wants to understand.
- Specify measurement. We agree events, conditions, tools and collection choices before implementation.
- Configure and verify. We run the journeys and compare expected events with the records obtained.
- Deliver and explain. We document what the data means and what needs review when the product changes.
Frequently asked questions
I already have GA4. Is a tracking review still worthwhile?
Having a tool installed is a starting point. A review establishes whether the right events are being measured and whether website changes have affected configuration. We can focus only on identified gaps, within the agreed scope.
Why do two tools show different numbers?
They may use different definitions, periods, counting rules and collection conditions. We analyse those differences and document which are expected. The aim is to understand what each number represents and identify discrepancies indicating an implementation issue.
Can data that was not measured be recovered?
A new configuration cannot recover events that were never recorded. When historical data exists in other systems, we assess whether it can answer specific questions. Its origin and limitations should remain identified.
Does this service include a dashboard?
It includes the viewing and verification elements defined in the project. A dashboard bringing together several sources and organising indicators for different teams can be commissioned as a separate stage. Instrumentation prepares the behavioural and conversion data the dashboard may use alongside other sources.
Let’s talk about your project
Share your website or describe your product, name the tools you use and tell us which question you still cannot answer. If a number looks wrong, start there.
Review my measurement