data & analytics.
knowing what's actually working. tracking that holds up, attribution that doesn't lie, dashboards you'll actually open.
most analytics setups are partially broken. consent banners eat data, ga4 was set up in a hurry, conversions fire twice or not at all. we fix the foundations first, then build the reporting layer on top - so the numbers you make decisions on are actually the numbers.
tracking & measurement
matomo, ga4, google tag manager, server-side tagging, consent mode, enhanced conversions. event setups that capture what matters - leads, purchases, key interactions - without the duplicate firing or missing data that makes most reports unreliable.
conversion optimisation
finding what's leaking on the way to a sale or lead. a/b testing, funnel analysis, page-by-page diagnosis. less guessing about hero copy, more changes you can point at and measure.
attribution modelling
working out which channels deserve the credit. data-driven attribution in google ads, multi-touch in ga4, cross-channel modelling for businesses that need it. the goal is to stop overpaying for the channels that close, and underpaying for the ones that started it all.
performance dashboards
the reporting layer your team will actually use. looker studio, ga4 explorations, custom dashboards. one place to see paid, organic, social, email and revenue, with the filters that matter and the noise stripped out.
why ink.
we've set up tracking for shopify stores, lead-gen sites, multi-brand operations and complex international setups. we know where ga4 hides things, what google ads is actually paying for, and how to read a report past the surface. analytics is only useful if you can trust it. we make it trustworthy.
faqs
is ga4 set up correctly out of the box?
usually no. default ga4 captures basic pageviews but misses conversions, enhanced ecommerce, custom events and the consent mode setup that's now expected. we audit and fix.
what's enhanced conversions?
a feature in google ads that uses hashed first-party customer data to improve attribution after cookies and tracking blockers eat into reporting. it materially improves measurement quality.
can you fix our existing tracking?
yes. tracking audits and fixes are one of the most common pieces of work we do. we'll quote after a quick discovery to see what's there.
do you build custom dashboards?
yes. looker studio, ga4 explorations, custom builds. tied to the metrics you actually care about, not the ones the platform shows by default.