When you need it
- You don't know which campaign or channel most of your customers come from.
- Your Google Analytics numbers don't match your ad platforms, or the requests you actually receive.
- Your website gets good traffic, but few requests.
- Form submissions, or WhatsApp and call button clicks, aren't recorded anywhere.
- You've launched a new website, and no measurement has been set up on it.
What the service can include
The scope of each project is set according to what you need, and may include:
- Review of current measurement
- what's set up in GA4, Google Tag Manager, and Search Console, the related tracking settings, and what's missing or recorded incorrectly.
- Deciding what's worth measuring
- separating interactions, such as clicks on a call or WhatsApp button, from actual requests, such as a successfully submitted form or a completed purchase. Both have value, but they aren't measured or read the same way.
- Setup and configuration
- setting up conversion tracking, and whatever else in measurement can be set up or fixed, as the website and platforms allow.
- Sending conversions to ad platforms
- so campaigns learn from the events closest to an actual request, not from every interaction.
- Visitor journey analysis
- where visitors come from, which pages they visit, and where they leave.
- User experience review
- what might be getting in a visitor's way on pages and forms, especially on mobile.
- Improvement recommendations
- specific changes ranked by priority, with oversight of implementing the ones you approve.
- Reporting
- presenting the numbers in a way that helps you make decisions.
What can be measured, and what can't
Digital measurement doesn't always give a complete picture, and it's better to know that from the start:
- Some visitors decline cookies or use tools that block tracking.
- Phone calls, and WhatsApp conversations that continue outside the website, aren't followed automatically.
- A customer may see your ad on their phone, then come back and buy from another device.
- Every platform counts results in its own way, so the numbers differ between them.
That's why it isn't always possible to know with certainty where every request came from. The goal is the closest picture you can rely on for decisions, with its limits made clear.
A click isn't a request
Clicking a WhatsApp or call button means a visitor showed interest, not that they became a lead. They may open the chat and never type anything, or call by mistake. So I treat these clicks as interactions worth tracking, and don't record them as customer requests or use them as a primary conversion unless what happened next can be verified.
A form submission is recorded when the request is actually received, not when someone merely clicks the submit button. That makes the numbers more honest, even if they look lower.
How I work on it
- Understand what success means for your businesswhich request actually matters to you?
- Review what's in placeon the website, in the tools, and on the platforms.
- Measurement planwhat will be measured, where, and how.
- Setup or fixesas far as they can be implemented.
- Verificationmaking sure events are recorded as they should be.
- Analysis and recommendationsonce enough data has been collected.
What's defined in the quote
- Whether the work is a review only, a review plus setup, or ongoing tracking and analysis.
- Reporting dashboards, if needed, and their format.
- Implementing the recommended changes on the website, if that's part of the service.
- Any paid tools the analysis or testing requires.
What I need from you
- Access to GA4, Google Tag Manager, Search Console, and your ad accounts, or setting them up if they don't exist.
- Access to your website, or coordination with whoever manages it.
- Information about the requests you actually receive, to compare with what the tools record.
- Your website's privacy policy, because measurement has to be consistent with it and with applicable regulations.
Service limits
Measurement shows what's happening as far as the data allows, and recommendations are based on it, but no specific effect can be guaranteed for any change before it's tried. Some improvements work and some don't; the data is what settles it.
FAQ
I get plenty of visits but few requests. Where do I start?
First, make sure requests are being measured correctly and that clicks aren't being counted as requests. Then look at the pages most visitors land on: do they answer their questions? Is the step to get in touch clear and easy on mobile?
Do you make the website changes yourself?
I work hands-on with the measurement setup and its tools. Changes that require development on the website, I define clearly and oversee their implementation according to what we agree.