Analytics, Tracking & Reporting

Marketing DataThat Turns IntoDecisions,Not Just Dashboards

We help companies fix tracking, understand performance, and build reporting systems that show what is working, what is not, and what to do next—before scaling any marketing budget.

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GA4 · GTM · Looker Studio · BigQueryEcommerce & lead gen trackingCall tracking & CRM integrationConsent Mode / GDPR

GOALSKPICRM

Measurement StrategyBusiness goals · KPI framework · CRM integration

GTMEVENTGA4

Tracking ArchitectureGA4 · Google Tag Manager · Custom tracking

ATTR

Reporting & AnalysisLooker Studio · BigQuery · Attribution

Decision-Ready Reporting

Revenue€284k↑ 24.8%

Qualified leads146

CPA€92

ROAS4.8x

What's included

Full analytics and reporting engagement

Audit & Setup

Tracking audit and gap analysis
Measurement plan documentation
GTM implementation and cleanup
GA4 full configuration
Conversion event setup
Platform-specific conversion imports

Reporting

Looker Studio dashboard design
Monthly reporting framework
BigQuery setup and export configuration
Custom SQL report development
Call tracking integration
Attribution analysis and review

Ongoing & Handover

Monthly data quality checks
Dashboard maintenance
Implementation documentation
Team training and handover
Consent Mode compliance review
Performance anomaly flagging

What we set up

The full analytics and tracking stack

Reliable measurement infrastructure covers every stage: data capture, event configuration, platform integration, reporting, and governance. We build it properly so decisions can be made confidently.

Foundation

GA4 Setup & Audit

Full GA4 configuration—data streams, event taxonomy, conversion events, cross-domain tracking, and consent-aware measurement implementation.

Implementation

Google Tag Manager

GTM container setup, tag organization, trigger logic, and variable management. Clean containers that are easy to audit and maintain.

Conversions

Conversion Tracking

Google Ads and Meta Ads conversion imports, purchase events, form submissions, call completions—all mapped to actual business outcomes.

Ecommerce

Ecommerce Tracking

GA4 ecommerce events: view_item, add_to_cart, begin_checkout, purchase—product-level data for funnel and revenue analysis.

Leads

Form & Call Tracking

Form submission tracking, thank-you page events, call tracking integration, and appointment booking attribution.

Platforms

Meta Pixel & CAPI

Meta Pixel implementation and Conversions API setup for improved iOS attribution, reduced data loss, and more reliable Meta campaign optimization.

Revenue

Offline Tracking

Import qualified leads, booked appointments, opportunities, and revenue from your CRM so ad platforms learn from real downstream outcomes.

Reporting

Looker Studio Dashboards

Custom dashboards built on GA4, Google Ads, Meta Ads, and Search Console data—designed to answer business questions, not just display metrics.

Advanced

BigQuery & SQL Reporting

GA4 export to BigQuery for custom SQL analysis, advanced funnel queries, historical data storage, and joins with CRM or sales data.

Dashboard types

Reporting built around the decisions it needs to support

A dashboard that shows everything is as useless as a dashboard that shows nothing. We design each dashboard around the specific decisions the audience needs to make—and nothing else.

Executive marketing dashboard

High-level channel performance, budget utilisation, and trend view for leadership review.

Paid media dashboard

Campaign-level spend, conversions, CPA, ROAS, and CTR across Google Ads and Meta Ads in one view.

Ecommerce dashboard

Revenue, transactions, product performance, funnel drop-off, and channel attribution for product businesses.

Lead generation dashboard

Lead volume, cost per lead, lead source, form completion rate, and qualification rate by campaign.

Funnel dashboard

Session → product view → add to cart → checkout → purchase conversion rates, with drop-off by device and source.

Clinic / healthcare dashboard

Lead volume, appointment booking rate, call tracking, and cost per booked appointment by campaign and geo.

BigQuery + GA4

When GA4's interface is not enough

GA4 exports to BigQuery for serious analysis

GA4's built-in interface has session and hit limits that make complex analysis difficult. BigQuery removes those limits and allows custom queries, historical data storage beyond GA4's retention window, and joining analytics data with your CRM, sales, or product data.

Custom SQL funnels that GA4's interface can't build
Historical data storage beyond the 14-month GA4 limit
CRM data joins—connect marketing activity to actual sales
Advanced cohort and LTV analysis
Looker Studio reports built on BigQuery for greater flexibility
AI-ready data layer for analytics summaries and anomaly detection

FAQ

Common questions

What do marketing analytics, tracking, and reporting services include?

Marketing analytics services can include GA4 and Google Tag Manager setup, conversion tracking, ecommerce events, Meta Pixel and Conversions API, call tracking, consent-aware measurement, CRM and offline conversion imports, dashboards, and BigQuery analysis. AdGurus scopes the stack around decisions the business needs to make. Instrumentation earns its place when it improves the connection between marketing activity and commercial outcomes.

We already have GA4 installed—do we still need this?

Possibly. Having a GA4 tag on the site does not prove that conversions, ecommerce events, attribution settings, cross-domain journeys, internal traffic, or consent behavior are correct. An audit determines whether the data is complete enough for the decisions and advertising signals the business relies on, then prioritizes fixes by commercial risk.

Google Ads, Meta, GA4, and our CRM all report different numbers. Which one is right?

They answer different questions and use different attribution windows, identity rules, time zones, and models, so exact agreement is not the goal. We reconcile shared inputs first, document why differences remain, and define which system should be used for billing, channel optimization, funnel analysis, and executive reporting.

What should count as a primary conversion?

A primary conversion should be an outcome you are genuinely willing to let an ad platform optimize toward. A thank-you-page view or button click may help diagnose the journey, but it should not carry the same weight as a completed purchase, qualified enquiry, confirmed booking, or sales opportunity. We separate optimization signals from useful diagnostic events.

Can we connect marketing spend to revenue if our CRM is incomplete?

Often, yes—but the first version should match the maturity of the sales process. We can begin with stable identifiers, consistent source fields, call outcomes, or a small set of agreed stages, then improve coverage over time. A modest feedback loop used consistently is more valuable than a sophisticated model the team cannot maintain.

Do you build custom dashboards or do clients use standard GA4 reports?

We build custom Looker Studio dashboards connected to GA4, Google Ads, and Meta Ads. Standard GA4 reports are a useful reference, but most clients need a focused view that shows the metrics that matter to their specific business—not every metric GA4 can produce.

How do you prove a tracking fix worked without disrupting live campaigns?

We validate in layers: event payloads, consent states, browser and device paths, platform diagnostics, test transactions or leads, and downstream reconciliation. Material conversion changes are documented and, where possible, introduced in a way that lets bidding systems transition without losing the signals they still need.

Related services

Connected capabilities

Paid search

Not sure if your marketing data can be trusted?

Book a tracking and reporting review. We'll identify what's misconfigured, what's missing, and what a reliable measurement infrastructure would look like for your business.

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