Measuring what it brings in
Most dashboards show visits, page views and a bounce rate. None of those three figures tells you whether the site brings in anything. We install the measurement that answers that question, before a single euro is spent elsewhere.
An agency without measurement can claim more or less anything for a year. Traffic is up, so the work is paying off. Except that traffic can rise because an article pleased people who will never buy, while quote requests stay flat. As long as nobody counts the enquiries, the conversation remains a matter of opinion.
The event that matters to you
So we start from the event that matters to you. A form sent, a call placed from the site, an appointment booked, an order. That is the event we track, and it is the one we set against the cost of the channel that produced it. The rest, visits and time on page, helps explain why. It never settles anything.
What we put in place
- The list of events that matter, written with you before anything is installed.
- Tracking for those events, from the form sent to the quote signed where that is possible.
- A consent banner where refusing is as quick as accepting.
- The processing declared in your privacy policy: purpose, retention, recipient.
- Channels matched against enquiries received, not only against visits.
- A short monthly read, saying what changes the following month.
The right tool for your situation
Not every organisation has the same constraints on its data, and the tool is chosen accordingly rather than out of habit. Google Analytics remains the most widespread and the richest. Matomo installs on your own servers and suits public bodies, institutions and companies whose data cannot leave for a third party.
If it is not in place yet, we set up the right measurement before any campaign or search work begins, so that it can be followed properly.