Analytics & Tracking
If you can't measure it, you can't scale it. Here's how I make every click, call, and purchase visible.
GA4 — the source of truth
Google Analytics 4 tracks what people actually do on your site: which pages they visit, how long they stay, where they drop off, and what they buy. I set up GA4 with custom conversion events — 'book table', 'order placed', 'form submitted' — so we measure business outcomes, not vanity pageviews.
Meta Conversions API (CAPI) — recovering lost data
Since iOS 14, browser pixels alone miss 20–40% of conversions — ad blockers and privacy settings simply delete them. CAPI sends purchase and lead events directly from your server to Meta, bypassing the browser entirely. The result: Meta's algorithm sees the full picture, optimises better, and your reported ROAS finally matches reality.
Real example — Herbonic store
After moving from pixel-only to Pixel + CAPI, Meta 'found' conversions it had been missing, campaign optimisation improved, and CPA dropped 38% — because the algorithm was finally learning from complete data.
GTM Server-Side — one clean pipeline
Google Tag Manager is the control panel for all tracking. Instead of hard-coding tags into the website, I deploy everything through GTM — and for advanced setups, server-side GTM routes data through your own server first. That means faster pages, fewer lost events, and full control over what data goes where.
- All tags managed in one place — no developer needed per change
- Server-side routing = faster site + more complete data
- Consent-aware setup keeps you compliant with UK/EU privacy rules
UTM architecture — knowing exactly which ad worked
Every link in every ad carries UTM parameters — source, medium, campaign, creative. So when a sale happens, we don't guess: we know it came from the Tuesday video ad in the Preston branch campaign. This is what makes creative testing scientific instead of opinion-based.
Custom live dashboards
All of this data flows into live dashboards where owners see the numbers that matter — spend, revenue, ROAS, cost per booking — updated in real time. No more waiting for monthly reports to find out something broke three weeks ago.
Real example — RayPrint LTD
GTM + CAPI + GA4 environments were deployed across 15+ UK brand accounts, aggregating full-funnel metrics into live executive dashboards used for weekly scaling decisions.
What this means for your brand
Zero blind spots. Every pound of ad spend is traceable to a result, and every decision is made on complete, real-time data.
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