Analytics, attribution and call tracking
What analytics actually means here.
You cannot scale a channel you cannot measure. Most service businesses make optimization decisions on noisy data — form fills that never called back, calls with no source, revenue that lives in QuickBooks and never touches the ad platform.
Our attribution work closes those gaps. Every lead gets a source. Every call gets a keyword. Every closed deal gets pushed back into Meta and Google so the algorithms optimize toward revenue, not form fills.
We keep reporting small and honest. One dashboard, the metrics that actually matter, refreshed daily. We would rather you look at five numbers you trust than fifty you do not.
This work is unglamorous. It is also the difference between spending $20k a month with your eyes open and spending $20k a month with them closed.
What you actually get.
Tracking audit
Find leaks: missing events, duplicate conversions, broken UTM chains, orphan leads.
Call tracking
Dynamic number insertion by source, with call recording, scoring and CRM integration.
Offline conversion sync
Push closed revenue from CRM back into Meta and Google — daily or live.
Dashboard
A single report — spend, leads, qualified leads, CAC, revenue by channel, updated daily.
Attribution model
First-touch, last-touch and blended views with your actual customer journey.
Data QA
Monthly reconciliation between ad platforms, CRM and accounting so numbers agree.
How this engagement runs.
- 01
Audit
Trace the data path from ad to revenue. Document gaps, duplicates and dead ends. - 02
Design
Define events, parameters, naming conventions and reporting cadence. - 03
Build
Configure GTM, GA4, CRM, call tracking and ad platform integrations. Validate every event. - 04
Connect
Wire offline conversions from CRM and billing back into Meta and Google Ads. - 05
Report
Stand up the dashboard. Reconcile weekly against CRM and accounting until numbers match.
The stack we use.
Representative outcomes.
Questions we get, answered plainly.
What tools do you use for tracking?
GA4 and Google Tag Manager for web, CallRail for call tracking, Hyros or Triple Whale where appropriate, plus native integrations for Meta, Google and your CRM. We use Looker Studio or a BigQuery-backed dashboard for reporting.
How does call tracking work?
We use dynamic number insertion: when a visitor arrives from a specific ad or keyword, the phone number on your site swaps to a tracking number tied to that source. When they call, we capture the source, keyword, campaign and recording, and push it into your CRM alongside form fills.
Can you import offline sales back into Google Ads?
Yes. We wire your CRM (or billing system) to Google Ads Enhanced Conversions and Meta Conversions API. Once a deal closes, the revenue and timestamp flow back to the ad platform so its algorithm optimizes toward actual revenue, not form fills.
Do you build custom dashboards?
Yes — but small ones on purpose. Most dashboards fail because they have too many metrics. We build a single operator dashboard with the six to eight numbers that actually drive decisions, refreshed daily, with drill-down if needed.
How often do we get reports?
The dashboard refreshes daily. We send a written performance note weekly with observations and recommendations, and a longer review monthly covering unit economics, creative performance and the plan for the next cycle.
How long does attribution setup take?
A standard attribution build takes 2–3 weeks: one week of audit and design, one to two weeks of implementation and validation. Complex stacks with multiple business units or legacy systems can take 4–6 weeks.
What is the difference between GA4 and true attribution?
GA4 is a web analytics tool. It sees what happens on your site. True attribution also sees what happens off your site — calls that became customers, deals that closed six weeks later, revenue booked in QuickBooks. GA4 is a component, not the whole system.