• Initial meeting together with you, gaining an understanding of your company and your products or services and if you come to our office i Sthlm (Kungsgatan 78) there will be fika!
• Audit of your current situation and then develop a strategy with suggestions for changes and priorities based on the case.
• You get a fixed price or time based offer. For projects where the timeline is ambiguous we give you a retainer offer.
• Regular check-ins but are also always available for you if you have any questions.

Google Analytics is a marketing technology and a Business Intelligence tool that enables visualizing and exploring the cross network marketing and website / app performance. It’s by far the most used system of its kind in the world. This is done via native or custom dashboards and reports. GA enables Traffic Analysis, get audience insights, track user behavior, track conversions and other events, understand your traffic sources and make user segmentation based on actions taken on your site. Google Analytics has native integrations with Google Ads as well as Google Search Console and more. With GA4 the free export to Google BigQuery enables advanced analytics and integration with existing data warehouse solutions. There are other alternatives to Google analytics such as Matomo, Umami, PiWik or even other Business Intelligence tools.

Google tag manager (or GTM for short) is a solution to deploy tracking tags (sometimes called Pixels). It is a favored tool among marketers since it splits the responsibility of instrumenting tracking on a site to developers while allowing marketers to be agile in how tracking is used in one or more marketing channels. Tags are often referred to pixels from their history of tracking actions using a small image (1×1 pixel) inserted on web pages; these days most web site tracking is performed by javascript code snippets tags is the broader term used for these code snippets.. With GTM your site has to read the GTM javascript code and nothing more while it would have to read all the individual code snippets if it was implemented directly on site. GTM solves the rest. Tracking tags can come from your own analytics tools as well as ad platforms, CRM systems and more.

Server side tagging is the best way to do tracking as it’s faster and more secure than the older solution. There are multiple approaches requiring different degrees of infrastructure. A common approach is building server side tagging on client side tagging using tools such as Server-Side-GTM (SS-GTM). In this scenario the client side GTM sends tracking events to a server container you control where the fan-out of signals to multiple platforms takes place. Moving the fan-out logic to the server makes the site faster, can enable sensitive data enrichment such as adding profit margin (as this data is never publicly exposed) and provides a high degree of control of the data shared with platforms (data compliance). SS-GTM can, if correctly deployed, also increase the lifespan of cookies creating better visibility of Safari (Apple) and firefox users. 

A second approach to server side tagging is also call “Server-To-Server” API conversions where a back-office system is responsible for uploading conversion data directly to ad-networks.

Client side tracking is still the “out of the box”- solution for many ads platforms and tracking solutions. Basically you place a javascript code that makes up a browser cookie and that code gathers data for the system it belongs to. Then that data is sent to the third party solutions that need the data. It is easy to implement but comes with a lot of drawbacks such as data control. Client side tagging can be deployed with tools such as GTM or automatic solutions created by the third party. But with the ongoing death of the third party cookies most companies try to move away from client side tagging where it is possible.

BiqQuery is a Google cloud Big Data warehouse solution sold on “pay as you go”. Now that’s a mouthful so we just call it BQ for short. With it you can handle large-scale data volumes and analysis. It enables the users to store, query big datasets via fast SQL-based queries. It has built in machine learning solutions. Many business intelligence software (BI for short) has native integrations to Big Query as well as almost all Google services that need data to work.

First party data is data gathered by you for your business use. First party data is inferred from tracking signals. But there is also zero party data. Zero party data is data provided to you by your client or customer, such as information required for a membership. Third party data is data gathered by others through your website.

If you leverage zero and first party data correctly you will enhance your marketing campaigns and make them more effective. The data can be stored in a data warehouse like BigQuery and then used with BI tools for analysis as well as be sent to ad platforms, customer relationship management platforms (CRM) solutions or Customer Data Platform (CDP) solutions to become actionable.

To understand your customers you need to leverage the first party and measure what they do in the digital space. This is done with event based tracking solutions like Google Analytics. A macro conversion is defined as the big goal or KPI that you need to track. This could be a confirmed purchase or a lead form signup. Micro conversions are actions (or triggered events) that the user does on its way to a Macro conversion. This could be “add to cart” or “reading an article on site”.