GA customisation

Configure Google Analytics to measure the metrics that matter to your business, not just the ones available by default.

For Google Analytics measurement, see Google Analytics

What it is

Google Analytics customisation shapes GA around your organisation’s measurement strategy and reporting needs.

That includes designing meaningful events and parameters, configuring conversions, creating custom dimensions and metrics, and setting up reporting around the way your business actually operates.

It also covers the settings that influence how data is collected and interpreted, including attribution, reporting identity, cross-domain measurement, data retention, internal traffic filtering and BigQuery integration.

The result is an analytics environment built around the questions your business needs to answer.

Why it matters

Good reporting starts with good configuration.

Out-of-the-box Google Analytics can only tell you so much. Without the right setup, organisations can end up with inconsistent reporting, missing business context and an incomplete view of customer behaviour.

As measurement becomes more connected to media optimisation, first-party data and AI, having reliable, well-structured analytics is increasingly important.

Getting the foundations right also means less rework later and greater confidence in the data teams use to make decisions.

What Louder does

Measurement strategy - aligning Google Analytics with your business objectives and reporting requirements.
Event and conversion design - creating meaningful events, parameters and conversion definitions that reflect customer behaviour.
Google Analytics configuration - configuring attribution, reporting identity, cross-domain tracking, filters and property settings.
Custom reporting - building dimensions, metrics and reporting frameworks that answer your organisation’s key business questions.
BigQuery integration - connecting Google Analytics with cloud data platforms to support advanced analysis and long-term reporting.
Ongoing optimisation - reviewing and refining your analytics implementation as business priorities and platform capabilities evolve.

Common challenges

Every interaction marked as a key event. Bidding then optimises toward scroll depth, and does so effectively.
Data retention left at the default. Discovered when somebody asks for a two-year comparison that can no longer be produced.
Personal information in event parameters. An email or address passed as a parameter breaches Google’s terms and can result in data being purged.
Cross-domain not configured. The checkout on a payment domain becomes a new session from a referral, and every conversion is misattributed.