Analytics and reporting: know where customers come from and what they cost

Measurement serves one purpose: deciding. A dashboard nobody consults, or a forty-page report nobody reads, is not measurement — it is an artefact of measurement, and it costs the time it takes to produce.

So we install few indicators, but the ones that change a decision. How many enquiries, from which channel, at what cost, and what becomes of them. The rest — reach, impressions, time on page — is often pretty and rarely actionable.

The technical part is more delicate than it looks. Badly installed tracking produces wrong numbers with exactly the confidence of right ones, and nobody notices until an important decision rests on them. We verify with real interactions, not with trust.

The report, finally, ends in a decision. What we are changing, why, and what we expect. A report presenting figures without concluding leaves the interpretation to somebody with less context than we have, which is the opposite of the service.

Conversion very often happens in messaging, sometimes days after first contact. A setup measuring only forms describes a different business from yours, and regularly leads to cutting a channel that was working.

The telephone call is the other blind spot. For many local shops and services the conversion is a call, and without call tracking the report shows an apparently barren channel while the phone rings all day.

Finally, the share of traffic arriving from social apps’ built-in browsers complicates attribution: links sometimes lose their tagging, and part of the traffic appears as direct. We tag links systematically to limit that loss, knowing it never disappears entirely.

Give us read access to your current measurement tools and tell us what you call a conversion.

We come back with what is measured correctly, what is wrong, what is missing, and the one-page report we would produce for you each month. Write to us to begin: we reply within one working day.