Measurement & growth
Analytics & measurement
Numbers that match in GA4, your ad platforms and your CRM, from first visit to closed deal.
What it is
Analytics and measurement consulting designs and implements how marketing data is collected, governed and reported. ATL Martech builds measurement plans, data layers and tag management on platforms including Google Analytics 4, Google Tag Manager, Adobe Analytics and Tealium, so the numbers match across tools and people are willing to make decisions with them.
Who it’s for
- Teams whose GA4, ad platforms and CRM report different numbers
- Organizations with tags from past vendors nobody wants to touch
- Leaders who need a reporting view the whole company trusts
The problem
What we’re usually called in to fix.
Numbers that don't match
Every platform reports a different conversion count, so every meeting starts with a debate.
Ungoverned tags
Pixels and scripts from past agencies slow the site and leak data.
Reports nobody uses
Dashboards built around what's easy to count rather than what matters.
- Sources
- Website
- Forms & apps
- CRM
- Ad platforms
- Collection
- Data layer
- Tag manager
- Consent mode
- Server-side (optional)
- Processing
- GA4
- Data warehouse
- CRM records
- Ad conversions
- Decisions
- Dashboards
- Audiences
- Budget shifts
- Tests
What you get
What you’ll have at the end.
Measured by data accuracy (reconciliation between analytics, ad platforms and CRM), tracking coverage of key events, and whether stakeholders use the reports to make decisions.
Where most clients start
Tracking audit
A fixed-scope review of your analytics and tag management with a prioritized fix list. Audits typically take one to two weeks.
Request a tracking audit- Measurement plan: business questions, KPIs and event specification
- Data layer specification for developers
- GA4 and Google Tag Manager implementation or remediation
- Conversion, offline and CRM-connected tracking
- Consent Mode and server-side tagging where appropriate
- Dashboards in Looker Studio or your BI tool, plus governance documentation
Platforms we work with
- Google Analytics 4
- Google Tag Manager
- Adobe Analytics
- Tealium
- Segment
- Looker Studio
- BigQuery
How the work runs
Audit, plan, build, improve.
The same four steps every time, sized to the job.
- 01
Audit
Audit current tags, events, consent and reporting against business questions.
- 02
Plan
Measurement plan, event taxonomy and data layer specification.
- 03
Build
Implement, QA and reconcile across platforms.
- 04
Improve
Dashboards, training, documentation and ongoing governance.
Why ATL Martech
The people who plan it also build it.
- Senior practitioners. We’ve built and run marketing technology programs at enterprise scale. You get that experience without a big-firm team around it.
- Planned with everything else. Before we start, we look at how this work affects your strategy, your other tools and your data.
- Independent. We don’t take referral fees from software vendors.
- Fixed scope. Every proposal lists the deliverables and the timeline.
Can you fix an existing GA4 setup, or do we start over?
Usually we remediate. We audit what's there, keep what's sound and fix the rest, so you don't lose historical data unnecessarily.
Do you work with Adobe Analytics and Tealium?
Yes. Along with GA4 and Google Tag Manager, the team has experience with enterprise analytics and tag management platforms including Adobe Analytics and Tealium.
What is a data layer and do we need one?
A data layer is a structured object on your site that passes consistent information (page type, product, user state, events) to your tags. If you track more than a handful of conversions, it's the most reliable foundation.
Next step
Talk to us about analytics & measurement.
The first step is a free 30-minute call. We’ll ask about your goals and constraints and tell you honestly whether analytics & measurement is the right place to start.
Prefer email? contact@atlmartech.com