Analytics & Attribution

You're making crore-rupee decisions
with broken data.

Most GA4 setups are misconfigured. Most ad platform attribution is wrong. We install tracking that reflects reality — so every budget decision is based on what's actually working, not what platforms want you to believe.

Get the Tracking Audit See What We Find
Tracking Audit · D2C Brand
Pre-fix findings
Before fix
GA4 misconfigured, 34% conversions untracked, wrong attribution
34%
Conversions missed
After fix Winner
Full-funnel tracking, accurate attribution, clean data
0%
Conversions missed
₹40K
Saved monthly By cutting misattributed channel
+25
Analytics audits completed
34%
Avg. conversions going untracked
14
Days from audit to full-funnel tracking
₹40K+
Monthly waste identified per client
What we find

Six ways your data is lying
to you right now

Analytics problems are invisible until you look. By the time you notice a decision went wrong, the tracking problem was already months old.

01
GA4 shows half the conversions your ad platforms claim
Every platform — Meta, Google, Klaviyo — takes credit for every conversion it touched. GA4, if set up correctly, shows you the real number. The gap is usually 30–50%. Most businesses never reconcile it.
Platform-reported conversions routinely diverge from GA4 — sometimes significantly
02
Checkout revenue isn't tracked correctly
The most critical event on your site — purchase — is often the most broken to track. Wrong currency, duplicate firing, missing parameters. Your revenue data is wrong, which means your ROAS calculations are wrong.
Revenue data errors cascade into every downstream decision
03
Micro-conversions are invisible
Add-to-cart, initiate checkout, product page scroll depth, video views — these signals tell you where intent breaks. Without them, you're optimising campaigns blind to funnel drop-off.
Micro-conversions give ad platforms better signals to find converting buyers
04
No UTM discipline — campaigns have inconsistent tagging
When UTM parameters are inconsistently named or missing, Google Analytics can't tell where traffic came from. You see 'Direct' traffic that's actually email, organic that's actually paid, and attribution that means nothing.
Missing UTMs make 20–40% of traffic unattributable
05
You're relying on last-click attribution
Last-click gives 100% credit to the final touchpoint before purchase — usually a branded search or retargeting ad. It systematically undervalues everything that built awareness and intent. You cut the channels that matter most.
Last-click misattributes 40%+ of assisted revenue
06
No single source of truth across channels
Ad platform dashboards, GA4, email analytics, and Shopify all show different numbers. Nobody knows which to trust. Budget decisions happen in a fog of conflicting data with no reconciliation process.
Data fragmentation leads to duplicate spend
What's included

Everything in an
analytics engagement

We don't install and disappear. We configure, validate, and document — so the data you're making decisions from is the data that's actually true.

01
GA4 Audit & Reconfiguration
A full audit of your existing GA4 property: event setup, conversion configuration, data stream health, and cross-domain tracking. We fix what's broken and document what we changed and why.
Start here Included in setup
02
Conversion Event Setup
Every event that matters — purchase, add-to-cart, initiate checkout, lead form submission, phone call, scroll depth — properly tagged, validated, and flowing into GA4, Meta, and Google Ads.
Full-funnel Platform-synced
03
Enhanced Ecommerce Tracking
Full GA4 ecommerce implementation: product impressions, product clicks, add-to-cart, checkout steps, purchase — with revenue, quantity, and product-level data. Shopify and custom checkout supported.
Shopify native Revenue-accurate
04
UTM Framework & Naming Convention
A structured UTM naming system for every channel, campaign, and creative — documented, team-trained, and enforced. No more mystery Direct traffic. No more unattributable revenue.
One-time setup Team training
05
Multi-Channel Attribution Modelling
We build a data-driven attribution model that accounts for the full customer journey — first touch, assisted conversions, and last touch. You see which channels actually drive revenue, not which ones claim it.
Advanced Data-driven
06
Custom Dashboard & Reporting Setup
A single Looker Studio dashboard pulling GA4, ad platform, and Shopify data into one place. Tailored to your KPIs — contribution margin, channel ROAS, funnel conversion rates — updated automatically.
Looker Studio Auto-updated
How it works

From broken tracking to
data you can make decisions from

Two weeks from audit to a fully configured, validated tracking setup. Then ongoing monthly reporting that keeps the data clean.

1
Audit
We audit your existing GA4 setup, ad platform pixels, UTM usage, and data quality. Every broken event documented.
2
Tag
GTM implementation: every event tagged, every conversion firing correctly. Tested across devices and browsers before going live.
3
Configure
GA4 configuration: custom dimensions, attribution model, audiences, channel groupings. Shopify or custom checkout integrated.
4
Validate
Every event validated against real transactions. Revenue reconciled against Shopify. We don't hand over until the data matches reality.
5
Report
Monthly data health check and reporting. UTM compliance monitoring, conversion rate tracking, channel attribution review.
Is this for you?

Good analytics requires
something worth measuring

Tracking is most valuable when you have traffic, budget, and decisions to make. Here's when it's the right time.

✓
You're a good fit if...
Running ads and don't trust the numbers coming out of the platforms
GA4 migration needed from Universal Analytics
Making channel budget decisions with conflicting data
Want to connect ad spend to contribution margin accurately
Have a Shopify or ecommerce store with meaningful transaction volume
✕
Analytics isn't right if...
Pre-launch with no traffic or ad spend yet
Want analytics without committing to act on the data
Looking for data science or ML — this is tracking and attribution, not modelling
Already have a clean GA4 setup and just need a dashboard
Get started

Free tracking audit.
We'll tell you what's wrong in 48 hours.

Share your GA4 property access and ad accounts. We'll audit your setup and come back with a full list of what's broken — before you pay us anything.

No spam · No obligation · Reply within 48 hrs

What we audit before the call

We review your setup before getting on a call — no unprepared discovery sessions.

1
We audit your GA4 setup: events, conversions, ecommerce, attribution model
2
We cross-reference with your ad platform data and Shopify
3
30-min call with a full list of what's broken and what it's costing you
4
You decide if a fix engagement makes sense.
FAQ

Common questions

Do I need to move from Universal Analytics to GA4?
Universal Analytics stopped collecting data in July 2023. If you're still relying on it, you're looking at historical data only — nothing is being tracked today. GA4 setup is not optional at this point.
How long does a full analytics setup take?
Two weeks is standard for a complete setup — GA4 configuration, GTM implementation, conversion event setup, UTM framework, and dashboard. Complex ecommerce setups with multiple storefronts or custom checkout can take 3–4 weeks.
Can you work with our developer?
Yes. We use Google Tag Manager for all implementations, which means minimal developer involvement. For custom checkout or server-side tracking, we'll coordinate with your developer directly — we handle the spec, they handle the code.
What tools do you use?
GA4, Google Tag Manager, Looker Studio for dashboards, and Shopify's native data layer for ecommerce tracking. For server-side tracking and pixel accuracy, we use GTM server-side containers. We don't introduce tools your team can't maintain.
Will I actually understand the reports you give me?
Yes — that's a design principle for us. Every dashboard we build is built for a business owner, not an analyst. Plain-language summaries, decisions surfaced automatically, and monthly calls to walk through what the data means for next month's budget.

What you don't measure
you can't improve.

Start with a free tracking audit. Find out what your data is actually telling you.

Get the Tracking Audit