Know what works. Stop guessing.
GA4, Google Tag Manager, conversion tracking, Looker Studio dashboards and Hotjar, set up so you can see which channel brings in paying customers and where visitors drop off. For Undo, that’s how we built a dashboard that shows, step by step, where revenue is lost between order and activation.
Dashboards nobody understands.
Google Analytics is set up. A report lands in your inbox every month. But what do those figures actually mean? Where do people drop off? Which channel brings in paying customers and which only brings clicks? Without answers to those questions, every marketing decision is a gamble.
We build the measurement infrastructure that answers those questions. Configured correctly, visually clear and linked to decisions you actually make.
What we build and measure
Data that tells you something.
Analytics dashboards
Custom Looker Studio dashboards that make your sales funnel visible, with insights that translate straight into decisions instead of standard reports.
Behavioural analysis
Heatmaps, session recordings and click tracking with Hotjar. We see where people go, where they get stuck and what makes them drop off.
Conversion tracking
Every conversion measured correctly: forms, purchases, phone calls, chats. So you know which channels and campaigns really generate leads.
Monthly reporting
A clear report with what it cost, what it brought in and what we’ll do differently next month. An action list rather than a wall of charts.
How we work
From setup to decision.
An example
Undo: seeing where revenue slips away.
Undo sells the cheapest and most climate-neutral mobile plans in Belgium. The orders were coming in, but some customers never activated their SIM card, and nobody could see exactly where it was going wrong.
We built a Google Analytics and Looker Studio dashboard in which Undo sees, per channel and per step, where people drop off. That led to the email flows that bring those customers back, with open rates of 58 to 67 per cent.
One day a month at your office.
Many SMEs don’t have an in-house marketer who follows the data every day. We can partly fill that role. One day a month at your office: fine-tuning campaigns, answering questions, spotting new opportunities. As close to the business as you want us to be.
Frequently asked questions
Questions about analytics.
What’s the difference between Google Analytics and a Looker Studio dashboard?
Google Analytics is the source of the data. Looker Studio is the layer on top that makes that data visual and easy to understand. We build dashboards that show exactly what’s relevant to your business, without the noise of standard reports nobody reads.
How do you measure the success of a marketing campaign?
That depends on the goal. For lead generation, we measure cost per lead and conversion rate. For e-commerce, we look at ROAS and revenue per channel. For brand awareness, we track reach, engagement and direct traffic. We agree on the KPIs together before we start, so everyone knows what success means.
What does Hotjar do and why do you use it alongside Google Analytics?
Google Analytics tells you what people do, in numbers. Hotjar shows you why. Heatmaps show where people click and scroll. Session recordings show a visitor’s exact path. Together they give you the full picture: the data and the behaviour. That makes every adjustment far more targeted.
Do we need technical knowledge to get started with analytics?
No. We take care of the entire technical setup: tracking, tag management, dashboards. You get a clear report and a dashboard you can consult yourselves without any technical knowledge. We explain what the figures mean and what the next step is.
What is conversion tracking and why is it essential?
Conversion tracking means measuring the actions that really matter: forms filled in, products bought, calls made. Without correct conversion tracking, you don’t know which campaigns or channels actually generate revenue. You end up paying for clicks instead of results.
Are the figures still accurate with cookie banners and Consent Mode?
Not entirely, and that’s the intention of the privacy rules. People who refuse cookies aren’t measured in the same way, and Google fills part of the gap with modelling. We set up Consent Mode correctly, so you stay within the rules and keep as much usable data as possible, and we explain how to read the figures in that light.
What’s the difference between a conversion and a lead?
A conversion is whatever you set up as a measuring point: a form, a click on a phone number, a purchase. A lead is a genuine revenue opportunity. If the two don’t line up, you’re steering by the wrong figures. At Winsol Brebo, clicks on Google Maps were counted as conversions. After the clean-up, the count dropped, and for the first time the figures were right.
Case studies
Figures we steered by.
Marketing
More from your marketing.
Want to know where your marketing is leaking?
We set up the measurement infrastructure that gives you the answers. From tracking setup to a dashboard you can read yourselves.
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