Analytics and attribution
Your marketing should not stop at the click
Almost every business we look at can report clicks and almost none can report revenue by campaign. The gap between those two sentences is where the money goes missing.
The chain
What has to be joined up, and what is recorded where
No figures are shown below on purpose — the values in this chain are yours, and only appear once your own systems are connected.
The revenue report then feeds back into the next campaign — budget and creative move towards what produced revenue.
Read the attribution chain as text
- Campaign — recorded: source, medium, campaign name.
- Ad / post — recorded: creative and audience.
- Landing page — recorded: page, session, referrer.
- Enquiry — recorded: form event, timestamp.
- CRM record — recorded: owner, stage, response time.
- Sale — recorded: value and close date.
- Revenue report — recorded: revenue by campaign.
- The revenue report feeds back into the campaign, so budget and creative move towards what produced revenue.
No figures are shown here on purpose. The values in this chain are your own and only appear once your accounts and systems are connected.
Audit to solution
The four faults that break measurement
What the audit may find
Analytics is installed twice, or on some pages and not others.
Business consequence
Sessions and conversions are inflated or missing depending on the page. Every report built on it is quietly wrong.
The signalIQ solution
A single verified installation through one tag manager container, with page coverage checked rather than assumed.
What the audit may find
Conversion events exist but do not correspond to anything real.
Business consequence
Ad platforms optimise towards a signal that is not a customer, and budget follows it. This is the most expensive tracking fault there is.
The signalIQ solution
Conversion definitions rewritten to match real business events, deduplicated, and reconciled against the CRM record.
What the audit may find
Campaign tagging is inconsistent, so traffic collapses into direct or referral.
Business consequence
Channels that are working look like they produce nothing, and budget gets cut from the wrong place.
The signalIQ solution
A tagging convention applied at source across every campaign, link and asset, with a register of what each parameter means.
What the audit may find
There is no join between an enquiry and the sale it became.
Business consequence
Reporting stops at lead volume. Nobody can say which campaigns produce customers rather than enquiries.
The signalIQ solution
The attribution chain closed end to end — source recorded at enquiry, carried into the CRM, and reported against closed revenue.
What we implement
The measurement foundation
Tag manager container
One container, versioned, documented, with a changelog rather than anonymous edits.
GA4 configuration
Streams, events, conversions, filters and retention set deliberately, not left at defaults.
Search Console
Verified, connected, and actually read — indexing and query data brought into the reporting.
Platform pixels
Google and Meta signals installed, deduplicated and validated against real events.
Campaign tagging standard
A written convention plus a link register, so tagging survives staff changes.
Revenue reporting
The report that joins campaign, enquiry, CRM stage and closed value into one view.
What becomes measurable
Numbers you can defend in a meeting
- Which source, medium and campaign produced each enquiry — recorded at the moment it happened, not reconstructed later.
- Conversion counts you can reconcile against the CRM, with any difference explainable.
- Revenue by campaign, once the CRM records the outcome of each enquiry.
- Which checks passed, which failed, and which remain unknown — reported as unknown rather than filled in with an assumption.
signalIQ distinguishes a website improvement from a detector correction. If a score moves because our checks got better rather than because the site did, the report says so.
Engagement options
How involved you want us to be
The same capability, offered six ways. You are not required to buy the whole thing to get any of it.
Strategy only
A measurement plan only: what should be tracked, what each metric means, and what decisions it is meant to support.
Audit or review only
A tracking audit — what is installed, what fires, what duplicates, and what cannot be verified. Findings are yours to act on.
Setup only
We install and verify the whole foundation once, document it, and hand it over under your accounts.
Implementation project
A defined remediation project to close named tracking findings, with each fix re-tested before sign-off.
Ongoing management
Continuous monitoring and reporting, so a broken tag is caught in days rather than at the next quarterly review.
Full-service partnership
Measurement runs underneath everything else, so campaigns, content and website work are all judged on the same verified numbers.
What this doesn't include
Measurement is where overclaiming does the most damage, so the limits are stated plainly.
- Recovering historical data that was never collected. Measurement starts working from the day it is fixed; it cannot be backdated.
- Perfect attribution. Cross-device, cookie-blocked and offline journeys are genuinely unknowable in part, and we report that rather than modelling over it.
- Legal advice on privacy and consent. We implement what your policy requires; the policy itself is yours or your adviser's.
- Access we do not have. Where an account is held by a third party, ownership recovery has to happen before verification is possible.
Where this connects
Measurement is the precondition, not the product
Find out what your tracking is really reporting
The audit checks what is installed, what fires and what can be verified — and marks everything it could not see as unknown rather than guessing.