Measurement you can trust.
We set up GA4, GTM and server-side tracking so you can see exactly what is actually happening on your site. No black boxes, no figures nobody understands. Just a clear picture of what is making you money and what is not.
Four parts that decide whether the data can be trusted.
Most sites have GA4 installed. Few have it set up properly. That difference decides whether you are making decisions based on real data or on noise.
The right implementation and tracking foundation
We set up GA4 and GTM from the ground up so everything happening on your site is measured properly. Conversions, events, traffic sources and user journeys, all in one place where the numbers actually add up.
- A measurement plan tied to business goals
- GA4 and GTM with a clear structure
- Conversion tracking by channel and step
Data quality and reliability
A number in a report is only worth anything if it has been measured correctly. We remove bots, duplicates and tracking errors, and make sure the data you see is data you can trust when decisions need to be made.
- Validation of events and parameters
- Deduplication and data checks
- Server-side and consent setup where needed
Reporting that actually gets used
Dashboards nobody opens are useless. We build reports that answer your real questions in language your teams understand, so the data becomes part of day-to-day work instead of a month-end email.
- Role-specific dashboards
- Reporting with clear KPIs
- A structure for follow-up and action
Analysis and modelling for better decisions
Numbers on their own are not answers. We help you understand what the data is actually telling you, where the problems are and what would move you forward. From raw data to practical decisions.
- Attribution and channel contribution
- Behaviour and funnel analysis
- Predictive analysis where your data maturity allows it
When is it time to take web analytics seriously?
Not every company needs an advanced analytics setup. But when any of this sounds like you, it is almost always one of the most profitable investments you can make.
You do not have a clear view of your conversions
If you do not know for certain how many leads or purchases you are getting, where they come from and what they cost, your marketing is built on guesswork.
Several channels are fighting for the credit
When Google Ads, Meta Ads, SEO and email all try to claim the same result, poor attribution gets expensive. Proper measurement shows which channel is actually doing the work.
You need reporting that gives leadership answers
When leadership asks what you are getting for the money, screenshots from GA4 are not enough. You need reporting that answers the question directly instead of creating new ones.
The data feels unreliable or contradicts itself
If different tools show different numbers, or you have stopped trusting what you see in GA4, the problem is almost always broken tracking. It can be fixed.
You want to build a data-led culture
An organisation that makes decisions based on real data moves faster and makes fewer costly mistakes. It always starts with getting the underlying data right.
Different business goals need different measurement.
There is no universal measurement setup. What should be tracked, how and why depends entirely on what you want to achieve. We adapt the setup to your business, not to a template.
Marketing performance
You see exactly which campaigns are bringing in real customers and which ones are only burning money. Attribution across the full customer journey, not just the last click.
Conversion optimisation
Every conversion is tracked, classified and tied back to its source. You know not just how many there were, but where they came from and what they cost.
E-commerce and sales
Full e-commerce tracking from product view to completed purchase. We measure the full funnel so you can see where visitors drop off and why.
B2B lead generation and attribution
We do not just measure lead volume, but lead quality as well. Which channels create real business and which ones only create names in a CRM that never turn into anything.
Leadership reporting
When leadership asks what you are getting for the money, screenshots from GA4 are not enough. You need reporting that answers the question directly instead of creating new ones.
Product and user behaviour
Events, flow analysis and segmentation that show how users actually move through the site. Not what you think they do, but what they do.
OUR FOCUS
The right structure first. Better decisions after that.
Most teams try to build reporting before the core data is in place. We do the opposite. First we make sure every event, every conversion and every source is measured properly. Then we build the reporting. Otherwise you are building a house on sand.
The right data foundation before reporting
We start with the measurement plan, the events and the data quality. Without a stable base, dashboards quickly become misleading.
The right tracking before interpretation
We make sure conversions, channels and important events are tracked properly before we start drawing conclusions.
The right structure before more dashboards
More reports rarely solve the problem. We build a clear reporting structure with the right KPIs for each role.
The right business questions before more data
We start from the decisions you need to make. The data should answer real priorities, not just fill up panels.
Four steps from broken data to decisions you can trust.
Review of your current setup
We start by understanding what you are measuring today, what is working and what is not. We often find more broken tracking than anyone realised was there.
Implementation and structure
We set up GA4, GTM and server-side tracking properly from the ground up. Events are named consistently, conversions are tracked correctly and the data flows where it should.
Reporting and analysis
We build reports and dashboards that answer your actual questions. Not standard templates from Google, but views that fit your business and your decision points.
Ongoing optimisation and development
Analytics is not a one-off job. We follow up, find new things worth measuring and adjust as your business develops. The data should grow with you, not go stale.
What our clients usually want to know.
For a hobby project, maybe. For a business that is actually investing in marketing, no. Standard GA4 misses conversions, misclassifies traffic and leaves major holes in the data. The difference between that and a proper setup is often dramatic.
GTM is the tool that lets us measure more than standard GA4 can handle. It is where events, conversions and more advanced tracking are defined. Without GTM, GA4 is roughly like a car without an engine.
It is a technical layer where the site sends structured information to the measurement tools. That is the difference between stable tracking and tracking that breaks every time someone changes a button label. We set it up when it is needed.
It depends on what you need. A simpler GA4 implementation is one thing, a full server-side setup with a data layer and custom dashboards is another. In an initial call we go through your situation and give you a concrete proposal.
Yes. GA4 is the base for most businesses, but we also work with Matomo, Plausible, Mixpanel and Looker Studio where they fit. We choose tools based on what you actually need, not on what happens to be fashionable.
Most clients get monthly reports with explanation and recommendations. For clients with larger media budgets, we often build live dashboards that update daily as well. It all depends on what you need in order to make decisions.
We set up measurement that follows Swedish and European law. Cookie consent, anonymisation and, where needed, server-side tracking that reduces exposure. The data cannot be so precise that it puts you on the wrong side of the law.
Reporting shows what happened. Analytics explains why it happened and what to do about it. Most agencies stop at the first part. We do the first part properly so the second part becomes possible.
Six areas where we go deeper.
Web analytics is broad. For some businesses, a basic implementation is enough. For others, something more specific needs to be built from the ground up. These are the areas we work with most.
GA4 configuration
A full GA4 setup from the ground up. Events, conversions, audiences and data sources set up properly from day one. The foundation everything else rests on.
Google Tag Manager
A GTM setup with clear naming and version control, so the tracking can be maintained and developed without breaking every time someone makes a change.
Conversion tracking
Tracking every conversion that matters to your business. From form submissions and checkout to service bookings and call follow-up.
Server-side tracking
When cookies and ad blockers make client-side tracking unreliable, we build server-side tracking that recovers a large share of the lost data. Technically demanding, but often decisive.
Dashboards and reporting
Custom dashboards in Looker Studio or other tools, built to answer your real questions. Not templates, but views that actually get used in decision-making.
Looker Studio
We build reports in Looker Studio that bring data from several sources into one place. GA4, ad platforms, CRM and your own databases, all in one view that gives a clear overview.
Web analytics gets stronger with the right neighbours.
Web analytics creates the most value when measurement, channel strategy and optimisation work together. These services are often used side by side.
SEO
SEO without proper measurement is guesswork. With the right analytics in place, you can see which search terms are actually driving business, not just which ones are ranking well.
Google Ads
Every Google Ads optimisation is guesswork without proper tracking. With sound measurement in place, you can see exactly what each campaign and each krona is actually giving back.
CRO
CRO needs data to optimise against. Without proper measurement, you are testing blind. With proper measurement, every A/B test becomes a real insight.
Digital strategy
A strategy without data is just an opinion. We help you connect the analytics to your strategic decisions, so the things you invest in are the things actually moving in the right direction.
Start with a review of your measurement.
We review your current setup and show where the data is slipping through the cracks. You get an honest picture of what is working, what is not and what would need fixing first.