Review of what is in place
We go through Google Analytics, Tag Manager, conversions and consent with read access.
Measurement and dashboards that you can actually trust.
Decisions need numbers that add up. We set up tracking and consent properly, connect the ads to the deals in your CRM and build dashboards that pull raw data straight from the platforms. You see the same numbers as we do.
Some of the companies we have worked with
For companies that want to see what their marketing delivers
We set up the measurement in every assignment, because everything else builds on it. It often starts with something that does not add up. That could be numbers that differ between the tools, conversions that do not show up or analytics that has stopped working.
It also fits when management wants to see what the channels deliver in deals. Or when many offices need to be followed in the same way.
Numbers you can trust
We take care of everything from the tags on the website to the reporting for management.
Tracking and tags
We set up Google Analytics 4, Tag Manager and conversions in Google Ads, Microsoft Ads and LinkedIn.
CRM and business systems
Enquiries that become deals are sent back from your CRM system to Google Ads.
Dashboards in the client portal
The dashboard shows ads, website, search, enquiries and AI search in one place. It is updated every day.
Consent in line with Google's requirements
The cookie banner collects real consent and works with Consent Mode. Then you measure what you are allowed to and nothing more.
Conversion values
Purchases, bookings and enquiries are given values. Then the ads can steer towards what is worth the most.
Views for different roles
An overview for management and details for the people who work in the channels.
Report and walkthrough
We explain in words what has happened and what the next step is.
How it works
Review of what is in place
We go through Google Analytics, Tag Manager, conversions and consent with read access.
Tracking and consent
Tags, events and Consent Mode are set up or fixed. That is often a clearly defined piece of work at the start.
Verification
We compare the numbers across the platforms and follow an enquiry all the way through before anything is used for decisions.
Dashboard
A dashboard in the client portal that pulls data from the platforms every day.
Follow-up
You get a report and a walkthrough. New metrics are added as the business changes.
How our work differs
With us, the measurement guides everything else.
Our own dashboards
We build the dashboards ourselves. They follow your brand, pull raw data through the platforms' APIs and can be extended as your needs change.
The same numbers for you as for us
You see what we see. The dashboard shows counts and values. It never shows the content of the enquiries.
Measurement that holds up under consent
We measure what visitors have agreed to and show clearly where the numbers are estimates.
True or false?
Here are claims about measurement that we often come across.
Common pitfalls
This is what we often see when we go through the measurement.
Conversions counted twice
The same form is counted both with the Ads tag and through Google Analytics. Then the bidding believes it is doing twice as well as it is.
How to avoid it
Choose one source per conversion and check it against reality.
Analytics that has stopped working
Old code still sends data to Universal Analytics. Google shut it down in 2023.
How to avoid it
Switch to Google Analytics 4 and check that every page is measured.
Enquiries without follow-up
When nobody knows which enquiries become deals, the ads are optimised for volume.
How to avoid it
Connect your CRM and send the deals back to Google Ads.
Too many tools
Many tools measuring the same thing make it harder to trust any of them.
How to avoid it
Use fewer tools, clear definitions and one dashboard.
Client cases
Here the measurement made a difference.
Fintech
Consent Mode v2 in good time and goals that reflect the business.
Property management
Every enquiry was followed all the way to a signed contract.
SaaS and fintech
Sales and marketing use the same definitions of MQL, SQL and opportunity in HubSpot. Google Ads steers towards the leads that sales has approved.
“Billecta has worked with DigitalMassa since 2017 and today Daniel leads our Ads accounts. Our success was largely built on experimentation and good communication. We are very happy!”
Rickard Hessner
CCO at Billecta
One person through the whole engagement
You have the same contact from the first meeting. That is also the person who does the work, with AI tools and specialists where they are needed.
Read about who does the workFrequently asked questions
Do we get data if visitors decline cookies?
You get what visitors have agreed to. With Consent Mode, the tags send cookieless signals when someone declines. Google can then estimate part of the rest.
We set it up so that you neither measure more than you are allowed to nor lose more than necessary.
Why do the numbers differ between Google Analytics and Google Ads?
The tools count in different ways. They have different attribution and timing, for example. We go through the differences and decide which number applies to which decision.
Can you connect our CRM?
Yes. We connect your CRM system so that enquiries that become deals are sent back to Google Ads.
Who owns the data?
You do. The accounts and the data are yours. The dashboard sits in our client portal and pulls data from your platforms.
How often is the dashboard updated?
Every day.
Do we need our own developer?
No. We set up the foundation in Tag Manager in a way that is easy to understand for whoever takes over.
Can we see purchases when the checkout is on another website?
It depends on the checkout. When the purchase happens with a ticketing company or on another website, the tracking often stops where the visitor leaves your page.
Then we measure the click to the checkout and reconcile it against sales afterwards. If the checkout allows your own tracking, the purchase can be followed all the way.
See whether your measurement holds up
In the audit we look at how your ads and analytics are set up today. Free for 79 more days. Valued at 15 500 SEK.
Get an auditMore services
Google Ads
We work with search, Shopping, Performance Max, YouTube and display. Every krona is followed all the way to the enquiry, booking or purchase.
Read more →Automation and integrations
Your systems talk to each other and information is entered once.
Read more →Websites
The whole website from page plan to launch and maintenance.
Read more →