Every marketing decision rests on this. Most of it is wrong.
Analytics and conversion tracking is the measurement layer every other marketing decision depends on. Haryes implements Google Analytics 4, server-side tagging and conversion events, then verifies each one fires correctly before any campaign scales.
Broken tracking does not look broken. It looks like data.
A missing script, a duplicated tag or an event that fires on page load instead of submission produces numbers that look perfectly reasonable. Budgets get moved on the strength of them.
What we find most often:
- Conversions counted on page view, so the number is traffic wearing a different name.
- The same event firing twice, doubling every conversion in the report.
- Thank-you page conversions that miss every enquiry made by phone or WhatsApp.
- Ad platforms and analytics reporting different numbers, with nobody able to say which is right.
- No tracking at all on the form that produces most of the business.
How the implementation runs
A short engagement, then a check after every significant site change.
Define the conversions
What actually counts as a result for your business, which is usually fewer things than the current setup records.
A measurement plan on one page.
Implement
GA4, tag management and events implemented cleanly, with server-side tagging where browser restrictions make it necessary.
Events that fire correctly.
Verify
Every event tested by completing the action, in real time, on desktop and on a phone.
Proof, not assumption.
Connect the platforms
Ads accounts, analytics and the site reporting consistently, with the differences between them explained.
Numbers that agree.
Document it
A written record of what is tracked, where it fires and what it means, so nobody has to reverse-engineer it later.
A setup that survives staff changes.
What a correct setup gives you
Four things you cannot do without it.
Channel truth
Which channels produce customers rather than visits, which is the decision every budget rests on.
Spend where it works.
Working optimisation
Ad platforms optimise towards the conversions you report. Wrong conversions mean confidently wrong bidding.
The algorithm needs truth.
Real conversion rates
A baseline you can improve against, rather than a number nobody trusts enough to act on.
Improvement becomes possible.
Offline capture
Phone calls and WhatsApp enquiries counted, which in Kenya is often most of the enquiries.
Count what actually happens.
What you get
A fixed engagement, usually ahead of any campaign spend.
A measurement plan
Agreed before anything is built.
- What counts as a conversion
- What each event means
- Who looks at which report
Implementation
Clean, not layered on old tags.
- GA4 and tag management
- Server-side tagging where needed
- Old and duplicate tags removed
Verification
Every event, performed and checked.
- Tested on desktop and mobile
- Duplicates eliminated
- Discrepancies between platforms explained
Documentation
So it outlives whoever set it up.
- Written record of the setup
- A walkthrough for your team
- A checklist for future site changes
Questions clients ask before they commit
Do we need server-side tagging?
Not everyone does. It matters most where browser restrictions are costing you conversion data and the spend is large enough for that to be expensive. We will tell you if it is not worth it for you.
Why do Google Ads and analytics disagree?
They count differently, attribute differently and use different windows, so some gap is normal. A large unexplained gap usually means an implementation problem, and the first job is working out which you have.
Can you track phone calls?
Yes, through call tracking numbers or by capturing the click on a mobile number. In Kenya this often matters more than form tracking, because most enquiries arrive by phone or WhatsApp.
How long does this take?
Usually one to two weeks for a standard site. Longer where there is a store, several forms or a decade of old tags to clear out first.
Before you scale spend
You are planning campaigns.
Measurement first. It is the cheapest thing you will do all quarter.
Fix my trackingThe reports look fine and you do not trust them.
We verify every event by performing it and tell you what is actually true.
See digital marketingMarketing decisions made on broken data are expensive and confident, which is the worst combination.
