GROW FASTER With Better Data

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KPI-mapping to determining your business requirements

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Reconciling your website code & Google Analytics setup

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Enhancing your website tracking setup with javascript

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Building custom reports and beautiful dashboards

Measure & Grow

You’ve installed Google Analytics – but it doesn’t feel like the data is powering your marketing decisions.

You look at a few reports, but you don’t trust the accuracy of all the data; and you know that important data is missing.

The bottom line is that it’s hard to measure the impact of all the work you’re doing.

It’s like running your business wearing a blindfold. Suboptimal data leads to suboptimal decisions.

With a Google Analytics Health Check, your marketing data POWERS your ecommerce performance.

Data → Insight→ Growth

A bad Google Analytics (GA) setup is as useful as an inflatable dartboard.

You won’t be able to find bugs, UX issues or poorly performing traffic that are costing you money and holding back marketing performance.

But a robust Google Analytics setup helps you to make smarter, more profitable, ecommerce decisions.

What does that look like?

a) Data accuracy. Failsafe tracking.

b) Data coverage. Comprehensive tracking (ALL the metrics that are important to your business)

c) Data visualisation. Easy-access reports that you can quickly review and action.

Do MORE, Better Marketing

Out the box, Google Analytics tells you very little (e.g. pageview metrics).

You need ACTIONABLE data. Metrics like sales, revenue, and funnel exit rates; dimensions like landing page comparisons, device segmentation, and more.

All this, so you can:

make smarter, faster decisions about your marketing;

know areas of improvement for your traffic and conversion activities;

 optimise your marketing budget more effectively.

Google Analytics Health Check: What You Get


1. Reconciliation

Data Review

Data Requirements


2. Configuration

Code Instructions

Google Analytics Configuration


3. Visualisation

 Custom Reports


Focused Data = Faster Growth

Data Studio Report

Your business is unique, your marketing is unique… it’s the same with your website tracking.

Data should relate back to the business to avoid data overload.

But so many companies start with Google Analytics and reverse-engineer it. That’s letting the tail wag the dog.

If you take that approach, you’ll end up with a vanilla Google Analytics setup. 

The Google Analytics Health Check laser-focuses on key performance indicators so you spend time on the numbers that matter most.

Hi, I’m Alan Chapman

I work with companies like these to sell their vision online.

Google Analytics is just a tool – a means to an end – in this case, smarter, more profitable marketing.

The Google Analytics Health Check starts with your business objectives, not the tool.

(you probably don’t want to hear about data layers, javascript and dimensions anyway!)

Tailoring measurement to your business objectives. That’s how you meet your customers’ needs to get the results you want.

What They Say…

Able to make us look at the value of aspects of our website, or data that was available to us, that previously was completely overlooked.

Richard Smith,

We are very happy with Alan’s services to help be correctly tracked throughout Google Analytics. He is very strategic and has great skills. Our site works well now and we get valuable data to help us take good decisions. Thanks Alan!

Daniel Beck,

Reaction to the new site is excellent. Customer journey clearly improved, and more professional… our ability to understand, see and track the customer journey is enhanced enormously.

Heidi McCormack,


In practice, there are two phases to a Google Analytics Health Check:

1. editing your website code to send the right data (at the right time) to the Google Analytics servers and reports;

2. configuring the admin setup inside of the GA interface (and, often, Google Tag Manager).

But that’s an oversimplification. Your web analytics setup should start with the end in mind. So first, we’ll jointly determine where you want to get to (the “outputs”). Only then do we make the configurations (the “inputs”).

It’s my opinion that the “outputs” phase is the more important. It’s also harder to do, requiring a blend of business acumen and technical expertise.

I don’t know what needs changing on your site yet. But I’ve seen websites that are double-page counting (many times!); websites with absent Google Analytics code; websites reporting half the sales they should be; the list goes on.

Here are some of the areas where I’m likely to spend a lot of time:

configuring the data layer to send accurate or complete metadata to Google Analytics;

fixing or setting up enhanced ecommerce reporting;

setting up macro and micro funnel tracking.

But all told, there’s a list of over 60 housekeeping items that I check through.

Yes. This is consultancy, I expect to adapt to your business situation.

Maybe you use to synchronise measurement framework. Maybe you need your Facebook Ads pixel set up in Google Tag Manager. Or maybe you have a payment gateway that doesn’t ‘talk’ to Google Analytics. Whatever it is, I’m here to serve.

Because Google hates you.

So I can make a living.

No, seriously… Google has done a great job of creating free marketing technology that’s capable of tracking every website on the planet. Naturally, there are going to be countless scenarios and edge cases that require customization.

In fact, strictly speaking, EVERY website requires Google Analytics customization.

Of course! Email me if you’d like to see my certificate.

But honestly, passing the exam is significantly easier than real, live implementations. It’s the difference between theory and practice.