Analytics and growth

Most sites run blind: traffic arrives, an enquiry turns up now and then, but nobody knows what caused it. I start by setting up measurement that shows the whole path a customer takes, from the first visit to a sent form or a completed order. Only then can decisions about what to build next rest on something solid.

What gets set up first?

Tracking for the events that actually matter: a sent form, a call from a phone, an add-to-cart, a purchase. Google Analytics 4 and Search Console joined together, cookie consent compliant with GDPR and Consent Mode so the data does not vanish when someone declines. Conversions measured server-side wherever possible — browsers block more tracking scripts every year.

What does it show?

Which pages bring enquiries and which bring only traffic. Which queries the site already ranks for without anyone planning it. Where people abandon the basket and which step of the form defeats them. What a customer costs from each channel separately — advertising, search, referrals.

Growth where it pays for itself

Only with those figures in hand do I add further parts of the site: new pages for queries that already bring visits, further steps in the buying path, a calculator or configurator where customers keep asking the same thing anyway. Every change is measured before and after, so it is clear whether it helped.

A standing review rather than a one-off report

Once a month or quarter we go through what changed: search positions, cost per customer, behaviour on the site. Out of that comes a short list of next steps — not a hundred pages of charts nobody reads.

Who is it for?

• Companies with traffic on the site but no idea what comes of it
• Shops that want to know the real cost of winning a customer
• Sites ready to grow that need to know where to start