Analytics architecture
Define the questions the business needs answered, then decide which events, dimensions and systems are required. This may include GA4, Search Console, advertising platforms, call tracking and CRM data.
Measurement and technology
Make the data agree before it guides the budget.
We connect analytics, advertising platforms, forms, CRM systems, product data and reporting so marketing teams can see what happened and sales teams can act on it.
What the work involves
A measurement system that joins the customer journey together.
A dashboard cannot repair missing events, duplicate tags or disconnected lead systems. The work starts with the data flow, not the visualisation.
We map the journey from advert and website visit through to form submission, dealer handover and any available sales outcome. That gives each event a clear purpose and shows where the system is collecting too much, too little or the same action twice.
Google Tag Manager
Plan, install and quality-check tags through a controlled container. Consent, triggers, naming and environment testing are documented so the set-up remains maintainable.
Lead and CRM integration
Route enquiries from Jotform, website forms and advertising platforms into email, spreadsheets, CRM or dealer systems with the information needed for follow-up.
Platform conversion signals
Pass eligible conversion events to Google, Meta and other platforms through approved browser or server-side methods. We distinguish a genuine business action from a convenient platform event.
Reporting connections
Bring data into reporting that reflects models, markets, dealers and campaign objectives instead of presenting one account-wide total with no commercial context.
Data and delivery
Start with the decision, then trace the data needed to support it.
Motorcycle and automotive journeys can include model research, finance, stock, dealer search, test-drive or test-ride forms, calls and showroom activity. We agree which signals are reliable, who owns them and how they move between systems.
Customer actionValidated event and integrationUseful reporting
Access, matching and attribution vary by platform, consent, browser, CRM quality and dealer process. We document those limits rather than hide them.
Motorcycle and automotive application
Connect marketing activity to the actions that matter.
The same integration plan can support national manufacturer activity, local dealer campaigns and specialist automotive businesses.
Model and product journeysTrack meaningful engagement with model, trim, accessory, finance and availability content.
Dealer actionsMeasure dealer searches, contact clicks, calls, directions and lead handovers where the available systems support it.
Lead qualityAdd source, campaign, product and market context to enquiries so follow-up teams can prioritise and report consistently.
Product and stock dataConnect structured product feeds or CMS records with campaigns and reporting so adverts reflect current information.
Common problems
Where analytics projects usually fail.
Everything is counted as a conversion
Page views, button clicks and genuine enquiries are mixed together, so optimisation follows the easiest event rather than the most valuable one.
Platforms use different definitions
A lead in Meta, a conversion in GA4 and an opportunity in a CRM may describe different stages. Without a shared definition, totals will not reconcile.
No one owns the handover
The tag works, but the lead arrives without product or campaign context and the sales team cannot close the loop.
Planning and delivery
Audit first, then build the cleanest useful version.
We review the website, consent tool, tags, forms, platform events, CRM or lead destination and current reports. The first output is a practical measurement map showing what should remain, what should change and what should stop firing.
Implementation is tested across devices and common journeys before it becomes the source for campaign optimisation. We also provide naming and documentation so future changes do not quietly break the set-up.
What the client gets
A documented customer-journey and measurement map
A tested GTM and analytics implementation
Lead-routing and integration rules with field mapping
A reporting view aligned to products, markets and commercial actions
Common questions
What clients ask about analytics and integrations.
Can you work with our existing Google Tag Manager and GA4 set-up?+
Yes. We normally audit the current container and property first, then keep useful work, remove duplication and document the revised structure.
Can leads be sent straight into our CRM or dealer system?+
Often, yes, depending on the form, CRM, API and access available. Where a direct connection is not appropriate, a controlled email or sheet workflow can still make lead handling simpler.
Will platform and GA4 numbers match exactly?+
Usually not. Platforms use different attribution, identity and reporting windows. The aim is to understand the reason for the difference and use each source for the decision it is best placed to support.
Can you track offline sales?+
Only when a reliable identifier and appropriate permissions connect the lead or customer record back to marketing activity. We will not claim an offline match where the evidence does not support it.
Start with the brief
Make measurement useful to the people making decisions.
Show us the website, forms, platforms and reports you use now. We will identify the gaps and propose the smallest sensible integration plan.
Discuss the brief↗