Marketing analytics and attribution
See which channels bring paying customers.
Our marketing analytics services are for companies that spend on ads, SEO and content but can’t say which channel brings paying customers. We set up GA4 conversion tracking, connect it to your CRM and sales, and build attribution you can explain, with clear definitions and checks on the data.
What our marketing analytics services include
Measurement plan
We agree what counts as a qualified enquiry, an order and each sales stage, and check that no action is counted twice across your tools.
Setup and testing
We set up analytics and campaign tags, test each step from visit to enquiry and take into account the consent rules of your markets.
From enquiry to sale
We link CRM and sales records to traffic data and compare channels by enquiry quality, conversion and time to purchase.
Attribution and channel quality
We write down how sales are attributed and what stays unattributed, then compare channels by lead quality and sales cycle and pick the next test.
What you get
- A measurement map and a list of tracked actions with plain definitions.
- A tested setup and a report from first visit to sale.
- A view of conversion by channel, the limits of attribution and a ranked list of tests.
Marketing attribution: useful, but not exact
Attribution decides which channel gets credit for a sale. Last-click models favour search and direct visits; data-driven models in GA4 spread credit across touches but depend on how much data you have. Ad platforms count conversions their own way, so their totals will never match GA4 exactly.
We do not chase one “true” number. We agree which model answers your question, write down its assumptions and keep unattributed sales visible. For budget decisions, the trend across channels matters more than a perfect figure for each one.
GA4 conversion tracking done properly
Events and key events
Clear names for forms, calls, chats and purchases, and only real business outcomes marked as key events.
Consent
Tracking that follows the consent your banner collects, so the data stays usable and lawful.
CRM link
Enquiry IDs passed to the CRM, so a lead can be followed from first visit to closed deal.
Testing
Every event tested on the live site and checked against form submissions and orders.
What this can look like
Ads bring plenty of form submissions, but sales says most of them never become customers. We link the forms to CRM stages and show which channels bring enquiries that turn into sales.
Who marketing analytics is for
A good fit
- Companies spending on ads, SEO or content without knowing which channel brings paying customers.
- Teams whose analytics, ad accounts and CRM show different numbers for the same period.
- Businesses with a sales process in a CRM that can be linked to website data.
Not the right fit
- Behaviour inside an app or SaaS product: that is product analytics.
- A request to prove every sale down to a single click. Some purchases can’t be attributed, and we show that honestly rather than hide it.
What affects the cost of marketing analytics services
We quote cost and timing in EUR after reviewing your current tracking. It depends on:
Channels and sites
One site with two ad platforms is simpler than several sites, languages and markets.
Current tracking
Fixing a messy setup with duplicate tags often takes longer than a clean start.
CRM and offline sales
Linking deals closed by phone or in person needs agreed fields and processes in the CRM.
Reporting
A single channel report or a full dashboard with lead quality and sales cycle.
We’ll quote cost and timing in EUR after a short brief.Discuss marketing analytics
Signs your marketing data is misleading you
- Conversions in GA4 are higher than the number of enquiries your team received.
- A large share of traffic is “direct” or “unassigned”.
- Ad platforms report more sales than you actually made.
- Nobody knows which form or event counts as a conversion.
- Leads in the CRM have no source, so sales cannot be traced back to a channel.
How we connect channels to sales
Each stage ends with something you can check before we continue.
Brief
We agree which channels, conversions and sales stages matter and which tools and CRM you use.
Data review
We review the current tracking, find gaps and double counting and write the measurement plan.
Build and check
We set up and test tracking and connect CRM data, then check the numbers against your own records.
Handover and review
We hand over the report, review the first results with you and agree the next test for your marketing.
What we need from you
Access to your analytics, ad accounts and CRM (read-only is enough to start), a list of the markets you sell in, your current definition of a good enquiry and contact with whoever manages the website.
One person on your side should own the definition of a good enquiry and update it when the offer or the sales process changes.
Marketing analytics: common questions
Why do GA4 and the ad platforms show different numbers?
They count differently: attribution windows, view-through conversions, consent gaps and time zones all vary. We explain each difference and pick one source for each decision, rather than forcing the numbers to match.
Can every sale be attributed?
No. Consent rules, privacy settings, several devices and offline contact all leave gaps. We describe the attribution model we use and keep unattributed sales visible instead of spreading them across channels.
Can you also analyse usage inside our product?
Yes, as a separate service: product analytics. Both can share the same user IDs and definitions, so the path from ad to active customer stays connected.
Do you set up consent and cookie banners?
We make sure tracking respects the consent your banner collects and works with your legal or privacy adviser on what is required in each market. We don’t give legal advice ourselves.
Related services
Read before you start
Short practical guides on the same subject.
- Since 2006
- Written scope before work starts
- One contact person
- Reply within 24 hours
Which channels really bring customers?
Tell us your channels, the tools you report in and where the figures disagree. We’ll reply with questions and a suggested first step.
The first conversation is free, with no obligation.