ANALYTICS · 12
Analytics & Attribution
We install and configure GA4, GTM, and multi-touch attribution pipelines so you can see exactly which channels, campaigns, and creatives are driving revenue, and cut spend on everything that is not.
WHAT'S INCLUDED
- GA4 Setup & Migration
- Google Tag Manager Configuration
- Conversion Tracking (Ads, Social, Email)
- Multi-Touch Attribution Modeling
- Custom Dashboards (Looker Studio, Notion)
- E-commerce Revenue Tracking
- Server-Side Tracking
- Monthly Analytics Reporting
OUTCOMES
20 to 40%
Typical ad spend savings when attribution is fixed
100%
Visibility into which channel closes deals
2 weeks
To full tracking stack live and validated
HOW WE THINK ABOUT IT
Attribution is not a technical problem. It is the strategic problem that determines whether every other investment is rational.
Most companies are running in the dark. They have more data than they have ever had, and less insight than they need, because the data is badly structured, the tracking is broken, or the attribution model is attributing revenue to the last click rather than the channel that actually drove the decision. The top 0.1% of companies make marketing decisions with the same rigour they apply to financial decisions. They know, with genuine precision, which channels are driving pipeline, which creatives are closing deals, and which campaigns are consuming budget without generating returns. That level of visibility is not a reporting nicety. It is the precondition for rational resource allocation. We build the tracking infrastructure that makes intelligent decisions possible.
01
First-party data is the only data you can trust
Third-party cookie deprecation, iOS privacy changes, and platform attribution discrepancies have made third-party data unreliable as a primary signal. We build analytics programmes around first-party data collection: server-side tracking, CRM integrations, and customer data platforms that give you a ground-truth view of your customer's journey independent of any platform's self-reported numbers.
02
Attribution models are hypotheses, not facts
Last-click attribution tells you which channel got the final touch. First-click tells you where awareness started. Neither tells you how the decision was actually made. We configure multi-touch models with position-based weighting calibrated to your specific sales cycle, and we review and update those models as the market and customer behaviour evolve.
03
A dashboard nobody reads is not an analytics programme
The test of an analytics build is not whether it captures data. It is whether it changes the decisions being made in the business. We design reporting outputs around the specific decisions your team needs to make: budget allocation calls, creative testing priorities, channel expansion decisions. Metrics without decisions attached to them are noise.
WHO THIS IS FOR
Built for marketing teams and business owners who are spending significant budgets across multiple channels and need to understand, with genuine precision, which channels, campaigns, and creatives are actually driving revenue.
HOW WE WORK
Our process, step by step.
Tracking Audit
We audit your existing analytics setup: GA4 configuration, tag manager deployment, conversion event definitions, ad platform pixel health, and CRM integration. We identify every tracking gap, broken event, and attribution misconfiguration. Most companies discover they are missing 30 to 50 percent of their actual conversion data.
Architecture Design
We design the tracking architecture: the event taxonomy, the attribution model appropriate for your sales cycle, the data sources to be integrated, and the reporting outputs your team needs to make decisions. We document every decision so the system is understandable and maintainable by your internal team.
Implementation
We implement the full tracking stack: GA4 event configuration via GTM, server-side tracking where browser-side tracking is unreliable, ad platform conversion APIs, CRM pipeline integration, and custom dashboard builds in Looker Studio or your preferred BI tool. Every implementation is tested and validated before sign-off.
Reporting & Ongoing Support
We deliver a live dashboard covering every marketing channel, with revenue attribution by campaign, creative, and audience. We train your team on reading and acting on the data. Ongoing support covers data validation, dashboard updates as your marketing mix evolves, and quarterly attribution model reviews.
FAQ
Common questions answered.
Why is GA4 setup not enough for proper marketing attribution?
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GA4 tracks what happens on your website, but by default it uses last-click attribution and cannot connect ad platform spend to CRM revenue. A complete attribution stack integrates GA4 with your ad platforms via their conversion APIs, connects to your CRM so you can see which marketing source drove closed deals, and uses a multi-touch attribution model that reflects how customers actually make decisions. GA4 alone is one lens. Attribution requires the full picture.
What is server-side tracking and why does it matter?
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Browser-side tracking (standard Google Tag Manager) relies on JavaScript that runs in the user's browser. Ad blockers, iOS privacy restrictions, and browser limitations mean that 20 to 40 percent of conversions are typically not captured. Server-side tracking sends conversion data directly from your server to ad platforms and analytics tools, bypassing browser limitations. This improves data accuracy, improves ad platform optimisation (which learns from more signals), and future-proofs your tracking against further browser privacy restrictions.
How long does it take to set up proper attribution?
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A standard attribution implementation (GA4, GTM, ad platform conversions, basic CRM integration) takes 2 to 3 weeks from audit to validated live deployment. More complex implementations involving server-side tracking, custom CRM integrations, or multi-source data pipelines take 4 to 6 weeks. The audit phase at the start of the project determines the scope.
Can SA Media fix broken tracking on an existing setup?
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Yes, and this is one of the highest-ROI engagements we run. Most companies have tracking that was set up years ago by someone who has since left, with gaps that have accumulated as new platforms and tools were added. We audit the existing setup, identify the gaps, prioritise fixes by revenue impact, and rebuild where necessary. Most clients recover 20 to 40 percent of previously unmeasured conversions within the first month.
READY?