Analytics. Attribution that doesn't lie.
Most marketing dashboards over-claim Meta and under-claim email. Server-side tracking + first-party data + honest attribution modelling = decisions you can actually trust.
Brand marks © their respective owners
Analytics + attribution, defined for the post-iOS measurement era.
The discipline.
Analytics is the discipline of measuring user behaviour, conversion events, and revenue outcomes across digital channels — installation + configuration of GA4, GTM, server-side tag managers, and dashboards in Looker Studio + Mixpanel + Amplitude. Attribution is the parallel discipline of assigning credit for conversions and revenue across the channels and touchpoints that produced them — last-click, multi-touch, time-decay, position-based, data-driven, or model-based (MMM, MTA hybrid). Together they answer: what is happening, why it is happening, and what to do next.
What changed.
iOS 14+ ATT and successive privacy updates broke the client-side pixel model that paid-acquisition platforms relied on for a decade. 8–18% of attributed conversions now land outside platform reporting unless you ship server-side conversion APIs (Meta CAPI, TikTok Events API, Google Enhanced Conversions, LinkedIn CAPI). Cookie deprecation in major browsers compounds the loss. The brands that win in 2026 are the ones that built the server-side foundation early and shifted to first-party data + cohort-based + LTV-driven optimisation — not the ones still clinging to iOS-blocked CAC numbers.
What we ship.
GA4 + GTM audits ($899 standalone), GTM Server-Side deployment (Stape or self-hosted GCP — restoring 8–18% of attributed conversions in 2–4 weeks), Conversion APIs across Meta + TikTok + Google + LinkedIn + Pinterest + Snapchat (deduplication via event ID, hashed first-party data), Looker Studio dashboards with channel + cohort + LTV reporting (owned by you, not us), MMM (Marketing Mix Modeling) at $5M+ ad spend with weekly+ data and offline channels, and MTA hybrid below — the right model depends on your spend pace, channel mix, and cycle length, and we recommend honestly.
Eight productised analytics + attribution sub-services. Each engagement mixes them by stage.
GA4 + GTM implementation
GA4 property setup, custom event taxonomy, conversion event configuration, cross-domain tracking, debug + validation, Search Console + Google Ads + Merchant Center integration. GTM container architecture, trigger + tag governance, version control, change-log discipline.
GTM Server-Side
Stape (managed) or self-hosted GCP deployment. Foundation for everything downstream — without server-side, the rest of the conversion APIs are unreliable. Includes consent-mode integration, payload customisation, monitoring + alerting, cost optimisation at scale.
Conversion APIs (CAPI)
Meta CAPI, TikTok Events API, Google Enhanced Conversions, LinkedIn Conversions API, Pinterest CAPI, Snapchat CAPI. Deduplication via event ID, hashed first-party data, offline conversion uploads from CRM. Restores 8–18% of iOS-blocked attribution; foundation for Smart Bidding accuracy.
Looker Studio dashboards
Channel + cohort + LTV dashboards owned by you (we leave you with the keys). Data-source connectors to GA4, ad platforms, Klaviyo, HubSpot, Stripe, Shopify, custom warehouses (BigQuery, Snowflake, Redshift). Free Looker Studio for most; paid Looker for $10M+ ad spend or BI-heavy clients.
Marketing Mix Modeling (MMM)
For $5M+ ad spend with offline channels (TV, OOH, print, podcast, trade show, direct mail). Bayesian or frequentist regression models, calibration against geo-experiments, scenario planning + budget optimisation, quarterly retraining. We build, you own; or pair with vendors like Recast, MarketingMix, Mass Analytics.
MTA hybrid attribution
For sub-$5M ad spend or online-only channel mix. Last-click + first-touch + position-based hybrids calibrated against incrementality testing (GeoLift, hold-out audiences). Cleaner than pure last-click, more practical than full MMM at moderate spend.
CDP + reverse ETL
Segment, mParticle, RudderStack, Hightouch, Census — for brands with mature data warehouses (Snowflake, BigQuery, Redshift) wanting single-source-of-truth audience definition. Reverse ETL syncs warehouse-defined segments back to ad platforms + ESP for unified targeting.
First-party data architecture
User-ID strategy, hashed-identifier discipline, cohort design, retention-by-cohort reporting, LTV modelling, predictive CLV scoring. The strategic layer above tactical implementation — what data to collect, how to store it, how to act on it. Fits with CDP + reverse ETL or standalone.
Brands tired of channels lying about their contribution.
Multi-channel brands
When SEO + Meta + Google + email all claim 110% of conversions, you have an attribution problem.
$1M+ ad spend brands
Server-side conversion APIs (CAPI, Events API) typically restore 8–18% of attributed conversions.
SaaS / long sales cycles
Multi-touch attribution + LTV modelling. Real CAC by channel, not last-touch fiction.
Subscription / repeat-purchase
Cohort + LTV analysis. Predictive segments. Product-led-growth measurement.
Audit → engineer → model. Then trust your data.
Audit
GA4 + GTM + conversion tracking review. Server-side gap analysis. First-party data review.
Architecture
GTM SS plan. CAPI integrations identified. Looker Studio dashboard scoped.
Implementation
GTM Server-Side live. Meta CAPI + TikTok Events + Google Enhanced Conversions deployed. First dashboards.
Modelling
MTA hybrid model (or MMM at $5M+ spend). LTV by acquisition channel. Validated against actuals.
Maintain + report
Tagging hygiene. Monthly attribution review. Quarterly model recalibration.
What ships when you choose us.
GA4 setup + audit
Properties, custom events, conversions, audiences, BigQuery export.
GTM Server-Side
Stape or self-hosted. CAPI + Events API + Enhanced Conversions.
Conversion APIs
Meta CAPI, TikTok Events API, Google Enhanced Conversions, LinkedIn Conversions API.
Looker Studio
Channel + cohort + LTV dashboards. Owned by client (we leave you with the keys).
MMM / MTA
Marketing Mix Modeling for $5M+ spend. Hybrid MTA below.
CDP
Segment, mParticle, RudderStack — when first-party data architecture needs it.
Audit. Sprint. Or run it monthly.
GA4 + GTM + conversion tracking review, gap analysis.
- GA4 + GTM audit
- Conversion tracking review
- Server-side gap analysis
- Prioritised plan
Full GTM SS + Conversion APIs + first-party data layer.
- GTM Server-Side
- CAPI + Events API + Enhanced Conv.
- Looker Studio
- 30-day support
Ongoing tagging, dashboard, monthly analytics report.
- Tagging hygiene
- Dashboard maintenance
- Monthly review
- MTA / MMM cadence
Attribution questions we get most.
Why server-side tracking? +
iOS 14+ blocked client-side pixels. Server-side conversion APIs (CAPI, Events API, Enhanced Conv.) restore the signal — typically 8–18% more attributed conversions, plus better optimisation downstream.
MMM vs MTA — which is right? +
MMM: $5M+ ad spend, weekly+ data, multiple channels including offline. MTA hybrid: below $5M, channel-rich, online-only. We'll honestly recommend.
Do you build dashboards in Looker? +
Looker Studio (free) for most. Looker (paid) for $10M+ ad spend or BI-heavy clients. We leave you with full ownership.
Does GA4 anonymise IPs? +
Yes by default since 2023. We add additional consent gates via the cookie banner for GDPR / CCPA / DPDP compliance.
Will you replace my current attribution vendor? +
Sometimes — if Triple Whale / Northbeam / Polar isn't pulling its weight. Otherwise we integrate with what you have.
Do you handle CDP implementation? +
Yes — Segment, mParticle, RudderStack, Hightouch (reverse ETL). When first-party data warrants it.
How much does analytics & attribution cost? +
Three productised tiers in USD: Analytics Audit $899 (1 week, GA4 + GTM gap analysis), Server-Side Sprint $5,999 (4–6 weeks, full GTM SS + Conversion APIs + Looker Studio), Monthly Retainer $899–$2,999/mo (ongoing tagging + dashboard maintenance + monthly analytics report). MMM/MTA cadence quoted separately for $5M+ ad spend.
How long until server-side tracking shows value? +
GTM Server-Side + CAPI + Enhanced Conversions deploy in 2–4 weeks. Restored attribution signal stabilises 14–21 days post-launch — typically 8–18% more attributed conversions visible. Optimisation downstream (better bidding, better creative testing) compounds 60–120 days.
Send your GA4 + GTM access.
Read-only is fine. We'll send back a 7-day audit — tagging coverage, server-side gap, attribution health, dashboard usability — plus a fix list ranked by impact on decision quality.