Monthly review
Numbers tie out
Before
Sales: 12
Marketing: 16
GA: 9
Nobody knows why
Reconciled
Sprinklr
Meta-native
CRM
Email platform
UTM traffic
Conversions
Reporting layer
GA4 + GTM foundation
Looker Studio dashboards
Executive newsletter
Tagged
Reconciled
Documented
01 — The dashboard nobody trusts
You’re in the monthly review. The CMO opens with email engagement up 14%. The CFO points out that bookings are flat. Sales reports their attribution tool says marketing-influenced revenue is up 22%. The website analytics dashboard shows a 9% drop in conversions. Somebody’s wrong, and nobody knows who.
This happens because nobody owns the numbers end-to-end. Each tool reports something slightly different. The tags were set up two years ago by the agency before the agency before yours. UTMs are inconsistent across campaigns. The CRM and the analytics platform define “conversion” differently and nobody documented it. The dashboards everyone uses pull from sources that don’t reconcile.
The marketing team ends up defending numbers they can’t fully explain — and the ones they can explain, leadership doesn’t trust. Eventually someone hires a “data” agency to fix attribution. Six months and a new dashboard later, the numbers still don’t tie out.
This is what we get hired to fix.
02 — What we do
Analytics work splits between cleaning up what’s there and building what should be there. Both apply to most engagements.
01
Site analytics done right
GA4 implementations that capture what you actually need to measure, not what came out of the box. GTM containers organized so the next person who opens them can understand them. Event design that maps to real business questions. UTM hygiene across campaigns and channels. The unglamorous foundation that everything else sits on.
02
Dashboards that get used
Looker Studio dashboards built around the questions your team actually asks — not template dashboards stuffed with metrics nobody opens. Hierarchy that surfaces what matters first. Filters that match how the team thinks about the business. Exports that go into the monthly review without three hours of cleanup.
03
Executive reporting
The monthly analytics newsletter the leadership team actually reads. Synthesized, narrative, contextualized. Not 40 metrics with no commentary. The reporting layer that translates marketing performance into language a CFO trusts and a CEO can act on.
04
Data quality and reconciliation
The work that makes numbers tie out. Sprinklr data reconciled against Meta-native. CRM activity reconciled against email platform reports. UTM-tracked traffic reconciled against landing-page conversions. The slow, unglamorous detective work that turns a stack of dashboards into a single trustworthy source.
05
Social analytics infrastructure
Sprinklr setup, Brandwatch listening, native platform reporting wired into the broader stack. Dashboards for marketing teams who need to brief PR, dashboards for PR teams who need to brief leadership, and the data quality checks that prevent the social numbers from being the easy thing leadership picks apart.
03 — Tools and platforms
GA4 and Google Tag Manager for site analytics. Looker Studio for dashboards (Power BI when the client lives in Microsoft, Tableau if it’s already deployed). Sprinklr and Brandwatch for social analytics and listening. Native platform reporting (Meta Business Suite, LinkedIn Campaign Manager, TikTok Ads Manager) where it’s the most accurate source.
We’re conservative on the rest. Server-side GTM is real and useful for some clients — we scope it when it matters, we don’t sell it as a default. Product analytics tools (PostHog, Mixpanel, Amplitude) suit teams with engineering ownership of the stack — different conversation, different scope.
Honest about depth: we run Sprinklr, Brandwatch, GA4, GTM, and Looker Studio day-one. Adobe Analytics we’ve worked in years ago and can advise on but wouldn’t pitch as a primary capability. Most agencies aren’t honest about this distinction. We are.
04 — How we work
Engagement length depends on whether we’re auditing what’s there or building what’s missing. Audits run two to three weeks. Full reporting infrastructure builds run six to twelve weeks. Most clients keep us on retainer for ongoing dashboard work, monthly reporting, and data quality monitoring.
01
Audit
Two to three weeks. We map every tag, every event, every dashboard, every data source. We pull the numbers and tell you which ones reconcile, which ones don’t, and which ones quietly nobody trusts. You get a written diagnosis of where the data layer is broken and what it’d take to fix it.
02
Foundation
GA4 properly configured. GTM container cleaned up and documented. Event taxonomy aligned to business questions. UTM standards published. The unsexy plumbing work that has to be right before any dashboard above it can be trusted.
03
Reporting layer
Dashboards built around real questions. Executive reporting cadence established. Social analytics integrated. Data quality checks running on a schedule. Output formats that match how the team actually consumes information.
04
Operation
Monthly retainer for ongoing reporting, dashboard iterations, new metric requests, data quality monitoring, executive newsletter delivery. Or handover to your in-house team with full documentation. Most enterprise clients pick the retainer because data layers drift fast and quietly.
05 — Selected work
Premium B2C, multi-brand groups. The common thread is marketing teams that need their numbers to hold up under serious internal scrutiny — and want a partner who’ll do the boring data quality work without complaint.
06 — Related services