Most of the accounts we inherit are spending real money against analytics that quietly misreport what works. We fix that first, because everything else depends on it.
Measurement is not a dashboard. It is whether the numbers are true.
We have lost count of the accounts where the largest source of revenue in the analytics is unattributed, or where most traffic is wrongly recorded as direct, or where conversions are not firing at all. A business making decisions on numbers like that will back the wrong things, confidently.
So before we optimise anything, we make the measurement sound. We fix tracking, attribution, and conversion recording so that what you see matches what is actually happening. Then the spend decisions get easy, because they are based on the truth.
Told from the work, with the clients kept anonymous.
When the numbers are broken
An online retailer with strong sales whose analytics could not say which channel earned them. The biggest revenue bucket was unattributed, and most traffic was misrecorded as direct. We ran the spend off the data that was sound and set out the rebuild the analytics needed.
When you build it right from the start
A regional retailer where we installed clean measurement before spending in earnest, ran a launch knowing it would lose money while it learned, and scaled only what the data supported, from a standing start to a steady return.
By service, the measures that actually matter.
We can usually tell within a short look. If the measurement is sound, we will say so. If it is not, we will show you where.