Google Analytics

The most widely used analytics platform in the world, and the one most organisations run on a fraction of its configuration.

For Google Analytics customisation, see GA Customisation

What is it

Google Analytics (GA) helps organisations understand how customers discover, engage with and convert across websites, apps and digital experiences.

But reliable analytics depends on more than installing GA. Events, conversions, e-commerce tracking, consent, attribution and data architecture all need to work together to create reporting teams can trust.

Google Analytics can also connect with Google Tag Manager, Google Ads and BigQuery, allowing organisations to bring digital analytics into their wider marketing and measurement environment.

Louder helps organisations design, implement and manage Google Analytics environments that provide reliable measurement as customer journeys, privacy requirements and marketing platforms continue to evolve.

Why it matters

Google Analytics data influences reporting, attribution, audience creation and advertising optimisation. When the underlying implementation is incomplete or inconsistent, those problems flow through to the decisions and systems that rely on it.

A well-designed Google Analytics setup gives organisations a clearer view of customer behaviour and conversion performance while creating a stronger foundation for wider marketing measurement.

It also makes analytics easier to adapt as your business changes, rather than continually adding tracking and reporting on top of an implementation that no longer reflects what you need to measure.

What Louder does

Implementation and migration - schema design, tagging through GTM against a specified data layer, and validation that the events actually carry what they claim to.
Property configuration - retention, attribution model and windows, reporting identity, cross-domain, internal traffic and referral exclusions, set deliberately rather than left at default.
Conversion architecture - what counts, and specifically which key events are permitted to feed Google Ads bidding.
E-commerce and item-scoped tracking, reconciled against the transaction system rather than against itself.
BigQuery export - setup, modelling, and an honest account of why the export and the interface disagree.
Audit and remediation of an existing property, including the parts that cannot be fixed retrospectively.
Training and documentation so the client’s team can interpret the reports without a translator.

Common challenges

Data retention left at the default. Discovered when somebody asks for a two-year comparison that no longer exists and cannot be recovered.
Custom dimensions registered ad hoc. Slots are consumed as requests arrive, the cap is reached about a year in, and the choice becomes deleting historic dimensions or not measuring the new thing.
Personal information in event parameters. An email address or order detail passed as a parameter breaches Google’s terms and can result in data being purged from the property.
Cross-domain not configured. A checkout on a payment domain starts a new session as a referral, and every conversion in the funnel is misattributed to it.
The export and the interface compared without adjustment. Raw events are not sessions, and reconciling them is a modelling exercise rather than a bug hunt.