Ecommerce teams making material growth decisions from conflicting platform, store and analytics data—or preparing for a tracking, consent or platform change.
Measure
Ecommerce analytics & attribution
Create a measurement system that connects customer behaviour, channel spend and store economics—so your team can make faster decisions with appropriate confidence.
Trusted eventsCritical journeys measured consistently
Shared definitionsRevenue, CAC and customers aligned
Faster decisionsReporting built around actions
A poor fit when the goal is a dashboard with every available metric but no named decisions, owners or willingness to agree shared commercial definitions.
Where growth gets stuck
The problems this work is designed to solve.
Platforms claim more revenue than exists
Different attribution windows and modelled conversions create a total that cannot be reconciled with store performance.
GA4 data cannot answer commercial questions
Events exist, but product, customer, consent and campaign context are incomplete or inconsistently named.
Reports are busy but decisions are slow
Dashboards contain every metric without clarifying what changed, why it matters or what action follows.
What is included
A practical system, not disconnected activity.
Measurement plan
Commercial questions translated into events, parameters, ownership and data-quality tests.
GA4 and tag implementation
Ecommerce events, consent behaviour, channel tags and critical conversion definitions.
Platform signal review
Google, Meta and affiliate events checked for coverage, duplication and appropriate optimisation priority.
Unit-economics model
Contribution margin, break-even ROAS, CAC and blended efficiency targets documented.
Commercial scorecard
A concise view of acquisition, conversion, retention and profit signals with clear definitions.
Decision cadence
Weekly and monthly review structure showing which metrics require action and which require patience.
Delivery expectations
Know what happens before judging the work.
These are working expectations, not performance promises. Access, implementation capacity, data volume and buying cycles affect the pace.
Measurement questions, data-chain risks and implementation priorities documented after access
Post-release data should be validated before it becomes a decision baseline
Followed by a monthly commercial scorecard and data-quality review
The work moves when access and decisions move.
- GA4, tag manager, ecommerce platform, consent and channel access
- Definitions for revenue, customers, returns, margin and primary conversions
- Developer access or an implementation owner for the relevant stack
- Named decisions the measurement system needs to improve
No important responsibility is left implied.
- Consent, legal and tax decisions remain with your qualified advisers; implementation follows the approved policy.
- Platform licences, server-side hosting and material developer work are agreed explicitly.
- Attribution cannot observe every influence. The deliverable is better decision confidence, not a claim of perfect truth.
How the work moves
From evidence to repeatable improvement.
Every engagement starts with the current commercial reality. The channel comes after the diagnosis.
- 1
Define the questions
Agree which decisions the measurement system needs to improve.
- 2
Audit the data chain
Trace consent, tags, events, platforms, store data and reporting from source to dashboard.
- 3
Repair and validate
Implement changes and test critical journeys with documented acceptance criteria.
- 4
Build decision confidence
Create a scorecard and review rhythm that acknowledges attribution uncertainty.
A strong fit when
This is likely to be useful if…
- Different platforms report conflicting revenue.
- Tracking has changed through a redesign, consent update or platform migration.
- Your team lacks shared definitions for CAC, ROAS or new customers.
- You need better data before increasing media spend.
Relevant measurement example
Tracking repair within a multi-channel acquisition programme
The closest current public example is a B2B lead-generation engagement where weak conversion tracking was part of the commercial constraint.
Review the measurement contextPricing
Understand the work first. Price it properly second.
We do not use a public rate card. We start with a consultation to understand the commercial goal, current setup, platform, data and delivery requirements. If there is a strong fit, you receive a clear written scope and price before deciding whether to proceed.
Book a pricing consultationQuestions
What brands usually ask.
Can attribution ever be completely accurate?
No single tool can observe every cross-device and cross-channel influence. The goal is a robust evidence framework that combines platform, store, analytics and experiment data without pretending uncertainty has disappeared.
Do you implement GA4 ecommerce tracking?
Yes. We create the event and parameter plan, implement or coordinate the tagging, and validate critical journeys against the measurement specification.
Do we need server-side tracking?
Not automatically. We assess the commercial need, platform stack, consent requirements, implementation cost and likely data improvement before recommending it.
Which dashboard tools do you use?
The tool depends on the data and team. We favour the simplest maintainable scorecard that answers the required questions rather than a complex dashboard for its own sake.
Can we start with a focused first phase?
Yes. When the full delivery scope is not yet clear, the first engagement can be a defined audit, roadmap or implementation phase with its own outputs and decision point. Ongoing work is recommended only when the evidence supports it.
What if the diagnosis points outside this service?
We will say so. The consultation considers acquisition, conversion, retention and measurement together. The proposal should be the smallest useful scope for the current constraint, even when that means starting elsewhere or not working together yet.
How much does this service cost?
We price every engagement after an initial consultation. The right scope depends on your current setup, goals, data quality, platform complexity and who will implement the work. Once those are clear, we provide a written scope and price before anything begins.
Start with the numbers
Find the clearest next move for your store.
Share the context and we will return a focused opportunity map—not a generic channel pitch.
Discuss your measurement plan