Analytics seems to exist but is unclear
Someone installed tracking code long ago, but nobody knows what it measures. We start with an audit and tracking plan.
Marketing
Web analytics setup
We track important website actions: enquiries, purchases, bookings and clicks to phone numbers and messengers. We check that data is collected correctly, reaches advertising accounts, and explain how to read it.
What web analytics setup means at Eqvola
First, decide what to measure. We begin with business-relevant actions rather than code: enquiries, purchases, bookings and phone or messenger clicks. We record these and their event names in a tracking plan.
Standard industry tools. Most often these are Google Analytics, Google Tag Manager, the Meta pixel and Google Ads conversion tracking. We connect other systems if you already use them.
We validate, not just install. We test every event: whether it triggers once, passes the required parameters and avoids duplicates. We separately check cookie consent where required for your market.
Web analytics has limits. It shows website activity up to an enquiry or purchase. Whether an enquiry became a deal and how much revenue it produced is visible only after connecting CRM data, which is end-to-end analytics.
Accounts are yours. Analytics properties and tag containers are created for your company, or we work in existing ones using access you grant.
When you need this service
Advertising and analytics figures differ
The advertising account shows one enquiry count and analytics another. We look for duplicates, missing events and differences in counting methods.
You are preparing to launch advertising
Google Ads and Meta automated strategies learn from conversions. If conversions are counted incorrectly, ads optimise for the wrong outcome.
You updated the website and lost data
After a redesign or platform migration, events stopped firing. We restore and validate tracking.
Your shop needs purchase data
Product views, basket actions, checkout and purchases with values. We configure e-commerce events with the website developer.
You may need something else
Need to see which enquiries became payments → End-to-end marketing and sales analytics
Need regular reports without manual copying → Reporting automation
Analytics shows people drop out before enquiring → Conversion rate optimisation — CRO
What web analytics setup includes
A tracking plan
- reviewing current settings and tags;
- a list of target actions and event names;
- UTM-tagging rules for advertising campaigns;
- cookie consent requirements.
Setup
- a GA4 property and Google Tag Manager container;
- events for enquiries, purchases, bookings and contact clicks;
- e-commerce events for an online shop;
- conversion transmission to Google Ads, Meta and other accounts;
- tag consent mode where required.
Testing and handover
- testing every event on different devices;
- a report or dashboard with key metrics;
- instructions on where to find and read data;
- setup documentation for your team.
HOW WE WORK
How the work progresses
You approve the target actions; we configure, test and hand over the documentation.
- 01
Audit the existing setup
We review what is installed, which events exist and where data differs. Deliverable: a list of issues and gaps.
- 02
A tracking plan
We define target actions, event names, parameters and UTM rules. Deliverable: a tracking plan for your approval.
- 03
Setup
We configure GA4, Google Tag Manager and conversion transmission. If website code changes are needed, we prepare tasks for your developer or implement them with our development team.
- 04
Testing
We check every event in debug mode and through real actions, fixing duplicates and missing events.
- 05
Handover
We show where to find data, provide documentation and answer the team's questions.
What you receive
A tracking plan
A document listing target actions, events and parameters.
Configured GA4 and Google Tag Manager
A property and container in your account with validated events.
Conversions in advertising accounts
Target actions that advertising campaigns can use.
UTM-tagging rules
A consistent approach to identifying sources for everyone running ads.
A report and instructions
Where to find key metrics and how to read them.
What we need from you
- administrative website access or developer contact details;
- access to GA4, Google Tag Manager and advertising accounts, if available;
- a list of actions that count as enquiries or sales for you;
- information about an existing cookie consent banner;
- someone to approve the tracking plan.
What determines the cost
Ways to work together
Setup from scratch: tracking plan, GA4, Google Tag Manager, conversions and testing.
Audit and fixes: review of existing settings and resolution of identified issues.
What determines the cost
- the number of target actions and events;
- website type: landing page, service website or online shop;
- the number of advertising accounts receiving conversions;
- the need for website code changes.
What is paid for separately
- developer work if website code changes are needed;
- paid services such as consent management or call tracking.
FAQ
Web analytics questions
Can’t find your question?
Send it through the form and we will reply.
Go to formHow does web analytics differ from end-to-end analytics?
Web analytics shows website behaviour and target actions: enquiries, purchases and bookings. End-to-end analytics combines this with CRM and payment data to identify which channels produce deals and revenue. Web analytics is the foundation that end-to-end analytics needs.
Why do GA4 and CRM figures differ?
Reasons include cookie refusal, ad blockers, different counting rules, and phone or messenger enquiries outside the website. Exact agreement is uncommon. We fix technical errors and explain which differences are normal.
Do you need access to website code?
Google Tag Manager is sufficient for most events. Purchases with values or complex forms often need website changes. We then prepare a specification for your developer or work with our development team.
Will you configure call tracking?
Phone-number clicks are tracked with standard tools. Identifying the source of each call requires a separate call-tracking service with dynamic number replacement. The service is paid separately; setup is agreed within the scope. All questions and answers
Marketing · group 06
Analytics and sales enablement
- Web analytics setup
- End-to-end marketing and sales analytics
- Marketing support for sales teams
YOUR NEXT STEP
Let’s discuss your task
Tell us what you have, what is not working and what result you expect. We will review your enquiry, clarify the details and suggest the next step.