Website Analytics Consulting in Toronto

Do you know which specific ad, keyword or website is providing your most valuable prospects?

A crucial step in any digital marketing program is measuring your digital performance to figure out just how to get the best ongoing ROI for your budget.

An attribution model defines your digital marketing performance measurements and maps the conversion paths accurately. This helps gather precise data on what specific channels played the most significant role in the conversion of prospects.

How we do it

  • We work with you to understand your business and specify your objectives.
  • Then we take inventory of all the tracking tools and CRM systems you’re using so they can be connected.
  • The most complex part comes next: creating the Data Layer to ensure all tracking comes together.
  • And finally, testing and ensuring everything is working like a conversion-producing charm.

Common Questions

A data layer is a JavaScript object that collects data on your website in a standardized way. It is used to pass information from your website to other 3rd party tools you use, such as your Google Analytics account. The type of data can be e-commerce transaction information, web behavioural data, and mobile application usage just to name a few.

A well-constructed data layer can act as both a common dictionary for your supporting digital marketing applications and a unifying road map for how you want to communicate with your customers. The data within a layer can be used to set up enhanced e-commerce within Google Analytics, integrating with different advertising partners, and used for other purposes within the website.

Any existing Google Analytics account holders should be setting up a GA4 property as soon as possible. Because it’s completely new, there will be no data, and you can't import any data history or compare it to Universal Analytics data. This sets up a parallel Google Analytics 4 property that collects data alongside your Universal Analytics property. It also establishes a connection between the two properties and will help with Google Analytics 4 migration between Universal Analytics. 

GA4 is all about events and these events are the main way that data is presented in the new Google Analytics. It's Google's approach to “privacy-first” tracking, x-channel measurement, and AI based predictive data all at once. It incorporates a new data modeling feature that uses AI to fill the gaps in data where traditional Analytics may be blocked by cookie-consent rules, blocked JavaScript, and a focus on privacy.

In order to take advantage of GA4 and prepare for the new approaches to tracking, it’s imperative to update any existing tracking to ensure that it's captured in the new Google Analytics 4. Goals that were previously set up in your Analytics account need to be reconfigured to follow the new ways of goal tracking. This should be done as soon as possible in order to have a seamless transition between the old Google Analytics and GA4.