18 topics in analytics and tracking
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Defining KPIs and target metrics
Metrics that follow from your goals and mean the same to everyone in the team.
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Google Tag Manager set-up
All tracking tags in one place: versioned, tested and tied to consent.
Planning and set-up, 7 topics
- Defining KPIs and target metrics KPIs show whether your website contributes to business success. We derive them from your goals for marketing, sales and UX.
- Google Analytics 4 set-up A properly configured Google Analytics 4 property gives you reliable data for reporting and campaigns. We set up events, funnels, key events and consent.
- Google Tag Manager set-up Google Tag Manager keeps all your tracking tags in one place, versioned and reviewed. New tags no longer need changes to the code.
- Server-side tracking With server-side tracking, your own server passes data on to Google, Meta and other services. You control what is shared, and pages load faster.
- GDPR-compliant tracking GDPR-compliant tracking with valid consent protects you from warning letters and fines. Our consent management keeps data loss as low as possible.
- CRM integration for tracking Form enquiries reach your CRM directly with source, campaign and consent. Marketing can then be steered by closed deals.
- Tag management training After the training, your team makes tracking changes in Google Tag Manager itself, following clear rules. Sessions use your own container, remotely or in Munich.
User behaviour, 7 topics
- Event tracking for interactions Event tracking measures what visitors do on a page, such as downloads, videos, forms and clicks. A consistent schema keeps the data comparable.
- Measuring scroll depth and read rate Scroll depth and active reading time show which content is read and where interest drops off. The results guide structure, length and topic choice.
- Heatmaps and session recordings Heatmaps and session recordings show why visitors hesitate or leave. We set up Hotjar or Microsoft Clarity in line with data protection rules.
- Conversion funnel analysis Conversion funnel analysis shows at which step visitors abandon a purchase or enquiry, and why.
- Custom segments Segments reveal which visitor groups bring revenue and which do not. We set them up in Google Analytics 4 and, where needed, BigQuery.
- Tracking error messages and 404 pages Error pages, broken links and script errors cost visits and rankings. We track them systematically and fix the causes in order of urgency.
- Optimising forms with tracking data Field tracking shows at which field visitors abandon a form. We turn the findings into changes to fields, order and error messages.
Marketing and revenue, 4 topics
- Tracking marketing campaigns Campaign tracking shows which channels and ads lead to enquiries and revenue. Budgets can then be allocated on evidence.
- Newsletter tracking Newsletter tracking shows which mailings lead to enquiries and sales. We connect your newsletter system with analytics and your CRM.
- A/B testing set-up A/B tests show which version of a page wins more enquiries or sales. We set up the testing platform, tracking and analysis.
- Monitoring SEO data Ongoing monitoring flags losses in rankings, clicks and visibility before they cost you enquiries. Search Console, rank tracking and crawls feed into one dashboard.