Web & App Analytics
Every measurement system above the line — attribution, MMM, CRO, personalisation — relies on the events your sites and apps actually capture.
We rebuild that capture layer so it survives cookie loss, ATT, consent gaps, and the platform changes coming next quarter. The unglamorous foundation that makes everything else possible.
What we do
Does this sound familiar?
Ga4 still feels like an unfinished migration
You moved to GA4 because you had to, but the implementation was lifted-and-shifted from Universal Analytics. Goals became 'events', custom dimensions were ported half-configured, and explorations confuse the people who used to live in standard reports.
You've tried treating it like the old GA but you feel like you have to work around it's differences rather than leaning into it's advantages.
Diagnosis:You're using a new interface, not a new product
Tracking And event naming is a confusing mess
You've tried enforcing naming conventions, but over time you've diverged. You don't want to slow down your teams or force confusing configurations, but you pay the price when you try and analyse your data. Parameters are missing or wrong, nobody trusts the analytics, and every new feature adds to the confusion.
You've given up on trying to solve it, and rely on cleaning up your outputs and tacit knowledge to piece together your analysis.
Diagnosis:You're passing the cost of down the line rather than solving the issue
Cookie loss is obscuring impact
Safari ITP, Chrome's third-party deprecation, ATT, and consent banners are eating away the tracking data that drives your growth.
The front-end tracking you used to rely on is silently failing and you just have to accept that the number of tracked users is going to keep decreasing.
Diagnosis:Client-side/Front-end tracking is killing your growth
Your funnel is leaking, but you can't find the why
Your analytics shows gaps in your flows, but doesn't tell you why users stopped progressing. The friction stays invisible, wasting acquisition spend and losing out on potential revenue.
You're testing new page designs and step orders based on best practice rather than addressing the actual friction points that drive the drop-off.
Diagnosis:You understand the 'what' but not the 'why'
Sessions double count and drop tracking
Your marketing site, ecommerce subdomain, and payment gateway each report sessions separately, and you can't attribute value back to the source of the traffic.
You can drive traffic to your website, but you have to rely on page views and average conversion rates to measure impact.
Diagnosis:You're dropping data when users change domains
App And Web are isolated systems
Your customers experience a unified journey, but your tracking does not. Your events don't reconcile, and your user behaviours are stored in silos.
You can drive traffic across the experiences, but you can't stitch together the full journey.
Diagnosis:You're only working with half the picture
How we do web & app analytics
Unified measurement across your stack
Specify
Tracking spec, event taxonomy, parameter standards, and consent architecture documented up front and enforced in code. Starting with a solid foundation unlocks the downstream measurement and modelling you need.
Capture
Server-side tagging, consent-aware event firing, deduplicated and modelled conversions for what's missing. Built to survive a privacy first web.
Deliver
Clean data landing in your tools, reconciling across your CRM, App, Web and Offline data. Passing ready to action data to the systems that need it.
In God we trust. All others must bring data.
Frequently asked questions
Web & app analytics, demystified
All these tools perform different functions that help align your web and app data. GTM can enable server-side tracking implementations, CDPs can unify pipelines and event models, and GA4 can store and model your data for analysis. We are tool agnostic and work with the systems you have to build the solutions you need.
If you rely on events then the answer is yes. Without a robust server-side tracking implementation you're risking data loss with no notice when browsers or privacy policies change.
Every business is at a different stage of data maturity, and we prioritise understanding your goals and current setup before jumping into solutions. We'll work with you to define a roadmap that works with your timelines and level of maturity.
We build to APP and GDPR standards as well as any internal privacy policies. With documented data flows for legal, and PII handling that protects your customer data. We can also implement data residency where required.
No — we run any new implementations in parallel with existing pipelines, validate key events against the legacy systems, and only switch over once parity is proven. We explain any shifts in key metrics to build confidence in the new systems.
Ready to start with web & app analytics?
Tell us where you are today and what you're trying to fix. We'll show you exactly how we'd plan, execute, and measure.
- No commitment required
- Speak to a senior consultant
- Get a rough scope and timeline
