Data and experience
Analytics and attribution
Clean events, honest attribution, reporting a board can act on. You cannot manage what your dashboard is quietly making up.
Most attribution arguments are really definition arguments. One side is counting form submissions and the other is counting opportunities that reached a sales stage. Agree a single written definition of a qualified lead, count it in one place, and the arithmetic stops being contentious.
What it covers
Measurement audit
Where your numbers disagree with each other, and which of them is closest to being true.
Event and conversion design
Clean events, deduplicated conversions and a consistent channel grouping that survives more than one quarter.
Reporting that gets read
A small number of figures a board can act on, with the known gaps written down rather than hidden.
Handover
The model documented so your team can maintain it, because a measurement setup only one agency understands is a liability.
How we run it
01 · Agree the definition
One written definition of a qualified lead, applied without judgement.
02 · Clean the signal
Deduplicate, fix the grouping, and expect reported numbers to fall as they become honest.
03 · Make it routine
A weekly review where one person states the number and explains any change.
What you get
- A written measurement model, including what is excluded and where the gaps are.
- Deduplicated conversion tracking with a single source of truth.
- A reporting view your finance team will accept.
- Documentation your team can maintain without us.
Where we have done this
A premium EV launch where the measurement had to hold up to scrutiny from the first week, because the spend was visible and the category was new. Read the AVATR UAE case.
Related reading: Marketing attribution without a data engineer.
Straight answers
Questions we get asked
Do we need a data engineer for this?
No, and that is rather the point. A documented spreadsheet and a clean conversion definition beat a sophisticated model nobody maintains. We would only recommend building more when you have somebody whose job includes looking after it.
Will our numbers go down?
Usually, and that is the work succeeding rather than failing. Removing duplicated conversions makes the reported figures smaller and true. We tell whoever reads the weekly number before it happens, not after.
Do you use GA4?
Yes, alongside whatever your CRM is, which is normally where the truth actually lives. GA4 is a good estimate of behaviour and a poor system of record for revenue.
What about cookie consent and privacy?
It shapes what you can measure, so it belongs in the model rather than being discovered later. We write down what is unmeasurable by design, which is a far easier conversation to have upfront.
Start with the free audit
Send your website address and the markets you sell in. We reply within two working days with a written teardown. More about the audit.