Data & analytics

We design a consistent data layer that mirrors your Drupal components and content types so every event and parameter is predictable and reusable. Each template and component is mapped to a clear schema including names, data types, and allowed values. This reduces one off tags and makes tracking portable across redesigns and new features.

We document the schema, provide examples for editors, and align it with your GA4 event model and GTM container. The result is cleaner data, fewer tagging defects, and faster onboarding for anyone who works with your analytics.

We build measurement that respects user choice and privacy from the start. That means alignment with your consent management platform, support for Consent Mode, sensible data retention, and IP handling that meets UK GDPR requirements.

We separate essential measurement from advertising tags, degrade gracefully when consent is not granted, and keep an auditable record of settings and data flows. If needed we can support DPIAs and provide a clear runbook for compliance reviews.

Good decisions need trustworthy data. We implement automated checks for tag presence, event completeness, and parameter formats on key pages and journeys. Daily and release day spot tests are paired with alerting for traffic spikes, broken events, and sudden changes in conversion or revenue.

We validate data at three points page, tag, and report and use reconciliations between GA4, ad platforms, and backend systems to catch drift early. You get a simple status view and a playbook that shows who does what when something looks off.

We connect website events to your CRM and marketing platform so you can score leads, trigger journeys, and build audiences based on real behaviour. Form submissions, content engagement, and ecommerce signals flow to systems such as Salesforce, HubSpot, Microsoft Dynamics, or Marketo with clear field mappings and consent aware logic.

We design the data contracts, manage deduplication and identity where appropriate, and create feedback loops so outcomes from CRM flow back into analytics for full funnel reporting.

We start with an audit that reviews your property structure, data streams, event model, GTM containers, consent settings, and reporting. Gaps are prioritised into quick wins and deeper fixes.

For migrations or rebuilds we define the event taxonomy, map old tracking to the new model, implement GTM changes, validate with test plans, and provide documentation and training. We also set up BigQuery linking and durable UTM and campaign governance so reporting stays consistent over time.

Insight only matters if it changes what you do next. We run a regular rhythm that turns analytics into actions a monthly insight pack, a prioritised backlog of opportunities, and a short review that agrees owners and timelines.

We track a handful of meaningful KPIs, publish simple dashboards, and connect findings to experiments, content updates, and performance fixes. Over time this creates a steady improvement in conversion, user experience, and the cost of acquisition.