Technology · Web analytics
Web analytics tells us what happened before the order. The order comes from your stack.
Events, funnels and campaigns from GA4, Adobe, Amplitude or Conviva. Revenue and margin stay pinned to the commerce system.
What we use it for
Three things we use it for.
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Measurement
A measurement plan before the tracking
Which behaviours matter, which events capture them, validated before a feature ships.
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Campaigns
Every campaign read the same way
One tree of KPIs across channels, so a campaign is judged against the last one, like for like.
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Answers
The team's questions, answered from the data
An agent on GA4 and Google Ads that anyone on the team can ask.
Seen in use
Where it ran, and what it returned.
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ESPN
Measurement framework
88.1K devices on the World Cup Predictor, measured end to end on one KPI pyramid.
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Nike
Measurement framework
One holistic view of how each campaign performed, across every team and channel.
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Hypersolid
AI insight agent
Half the time per analysis, and a queue at the analyst's desk that stopped forming.
Questions
Do you re-tag our site?
- Only where the measurement plan needs an event that isn't there.
- Tag Manager changes are proposed. Your team publishes them.
GA4 revenue and our commerce platform disagree. Which is right?
- The commerce system, always.
- GA4 explains the path to the order, never the order itself.
Apps as well as web?
- Yes. Amplitude and Conviva for app events and playback.
- One measurement plan covers app and web.
Bring one export to the call.
Thirty minutes tells you whether the audit will pay for itself.