Analytics
A pragmatic analytics blueprint for media teams flying without cookies.
GA4 ripped up Universal Analytics muscle memory. Here is how to rebuild a trustworthy measurement stack without drowning in BigQuery.
Sales, marketing, and finance must agree on which metric is the north star. Once aligned, choose the minimum viable dashboard that supports weekly planning. Anything more complex slows adoption.
Setup server-side tagging to capture lead quality, pipeline stages, and product usage events. Enrich them with first-touch campaign data so down-funnel teams can finally see which channels are building durable value.
Feed cleaned conversion data back into ad platforms and CRO tools. We found a 22% lift in ROAS once media managers could optimise to weighted revenue instead of raw lead volume.
