Web analytics for better decisions.

Web analytics is more than a report. It starts with agreeing what counts: which events you track, what they are called, where the data comes from and who gets to see it. With that agreed, you can steer your marketing. Without it, you get numbers that contradict each other.

What good web analytics answers

Your analytics should answer three questions without anyone having to interpret the numbers: what a new customer costs, which channel brought them in and what that customer is worth over time. Decisions on budget, channels and agencies depend on those answers. We set up Google Analytics 4 and Google Tag Manager so you can trust the numbers, and we document every event so the next person understands it.

Why do GA4 and Google Ads show different numbers?

GA4 and Google Ads count in different ways. Google Ads only counts conversions after interactions with its own ads and reports them on the click date, while GA4 shares them across all channels according to its attribution model and reports them on the day they happen. On top of that, the same event is often installed twice, by different people at different times, and consent choices stop part of the measurement in both tools. That is why we start by listing everything that is installed and removing what you do not need.

Marketing analytics: what each channel brings in

Marketing analytics compares your channels on equal terms. Google Ads, Meta and the newsletter will often all claim the same purchase, because each platform counts in its own way. We set one shared definition of what counts as a customer and track the cost per customer for each channel in a single report. You can then move budget based on evidence rather than gut feeling, and decide which channels in your digital marketing should get more money.

Conversion analysis and customer analysis

Conversion analysis shows where visitors drop off on the way to an enquiry or a purchase: which pages move them forward, which lose them and which forms get abandoned. Customer analysis looks at what happens after the first purchase, such as how many customers come back and which channels bring in the ones who stay. Together they show what to change on your website and in your advertising.

Sales analysis when the deal is closed outside the website

When the deal is closed in a sales conversation, measuring the form is not enough. Sales analysis links the enquiry, the quote and the deal in your CRM, so you can judge your marketing on deals rather than on the number of enquiries. That requires the same ID to follow the customer from the first visit to the closed deal, and personal data to be handled according to the data protection rules from IMY, the Swedish Authority for Privacy Protection.

Server-side tagging and consent

Browser restrictions and visitor consent affect what you can measure. Server-side tagging gives you control over processing on your own server. It does not replace consent. Consent Mode has different settings: basic mode blocks tags before consent, while advanced mode can send cookieless signals. We document the chosen mode, test what is sent for each choice and explain measurement gaps in the report.

How you know it is done

Every important event on the site shows up in GA4 under the same name as in the measurement plan. The ad platforms get their conversions from the same source. Analytics and advertising cookies are set only after consent. Necessary cookies are described separately. The reports in Looker Studio are built on the same numbers, and one document describes the whole setup, written for whoever takes over next.

Web analytics across Sweden, on site in Gothenburg

We work remotely with companies across Sweden, and on site with companies in Gothenburg and West Sweden. You can read how an engagement runs under the method and how pricing is set under pricing.