Google Analytics Consultancy

Service Overview

eLignum consultants have years of experience working with customers to get the most from their websites using Google Analytics (both Universal Analytics (UA) and Google Analytics 4 (GA4), Google Tag Manager and Webtrends Analytics.

We provide:

  • Business Requirements / Goals / Objectives
  • Data Collection Plan / Tagging Specification
  • Report Configuration
  • Testing
  • Knowledge Transfer and Handover

for both Google and Webtrends.

We also run a variety of Training courses enabling you to carry out all/any of these tasks yourselves.

Our Services include the following:

Planning and Migration from Universal Analytics (UA) to Google Analytics 4 (GA4)

In 2023 UA will be deprecated and replaced with GA4.

Having worked with Google on alpha versions of GA4 and having set up many GA4 Properties, we can help you migrate all your UA to GA4 in time to understand the new paradigm and benchmark your current KPIs.

Google Analytics & Google Tag Manager Audit, Optimisation and Training

We typically implement Google Analytics (GA) using the Google Tag Manager (GTM) as this allows us to capture much more information without necessarily requiring web development.

Elignum currently look after an inherited estate of GA Properties for over 300 interconnected websites using 200 GTMs worldwide.

Our consultants have implemented Enhanced eCommerce tracking across multiple domains, including working with a Payment Provider to collect non-Personally Identifiable Information (PII)
information such as whether or not the form fields were completed and the reason for payment rejection (in cases where that occurred).

Google Analytics to BigQuery Setup and Reporting

We have a wealth of Data Warehousing and Business Intelligence experience, both outside Web Analytics and working with the Webtrends Data Warehouse.

We have set up BigQuery projects with data exported from Google Analytics and produced basic reports.

Advise on Security, Data Governance, Developer Guidelines and Best Practice

We can advise on both Security, Data Governance and Developer Guidelines / Best Practices for new sites (e.g. the use of the dataLayer and naming conventions for buttons and widgets) to minimise the effort in implementing web analytics.

Cookie Management Platforms and Google Consent Mode (e.g. OneTrust)

Web Analytics still makes use of cookies, however, this has GDPR implications.

Having implemented Google Consent Mode with OneTrust on many sites we can advise on best practices and how the implementation is likely to affect both your web analytics metrics and Google
Ads.

ROI Analysis and Integration with Google Ads, Facebook Ads, etc.

Elignum are Google Partners for Google Ads and run Facebook Ads, so understand campaign reporting, both within and outside the web analytics solution.

To be confident that your Digital Agency is performing well, Elignum’s Digital Marketing Audit provides the evidence that is sometimes lacking in Agency reports. We provide key metrics, including the “Impression Weighted Quality Score” that helps determine whether or not your Ads are getting the best Return on Investment.

Attribution Modelling, Customer Journey and Funnel Analysis

Our consultants can advise on the different Attribution models and when they should be used.
We can map out the Customer Journeys, advise on improvement and recommend and implement suitable Goals and associated Funnels.

In particular we implement full cross-domain tracking to ensure that Users are identified and their journeys attributed correctly.

Looker Studio (previously Data Studio) / Dashboard Setup and Optimisation

We can set up and optimise Dashboards (including live ones) in a variety of tools, including Data Studio, Google Sheets and SuperMetrics in order to keep reporting simple.

Data Extraction, Integration with External data e.g. CRM, Sales systems

We have extracted web analytics data and used it to populate both email systems and CRM systems (being careful to ensure that both GDPR and Google’s own conditions regarding PII are met).

We can also upload offline transactions from Sales systems and other information to Google Analytics so these can be appropriately attributed and used in ROI calculations.

Search Console (Webmaster Tools) Setup and Monitoring

We currently look after several hundred Search Console Properties (previously Google’s Webmaster Tools), getting them verified to gain access, monitoring issues and making recommendations for fixes.

Search Engine Optimisation (SEO) Technical Audits, Issue Lists & Recommendations

We perform SEO audits from both a technical and content point of view, using tools like Search Console, SemRush, Moz, Google Page Speed Insights and Screaming Frog.

Monitor changes in landscape (e.g. increasing importance of good mobile)

Our consultants spend a proportion of their time keeping up to speed on new developments and we advise / take appropriate action whenever we see that changes affect any of our customers