Analytics & Measurement
STOP GUESSING. START TRACKING.
How we approach Analytics & Measurement
Decisions are only as good as the data behind them. We set up GA4 and tags properly, track the actions that matter (calls, WhatsApp clicks, forms, purchases), respect consent requirements in each region, and build a simple dashboard that answers the five questions every owner asks each month.
The problem
GA4 installed, nothing configured. Conversions counted twice or not at all. Reports full of numbers, empty of answers.
What we do
- Event taxonomy, a naming plan everyone understands
- GA4 and tag setup where appropriate
- Conversion events that reflect business value
- Dashboards that answer specific questions
- QA of every tag before launch
- Consent-aware implementation
Our process
Discover → Diagnose → Strategize → Build → Launch → Optimize. Every step has an approval and a measure, so you always know what is being done, why, and how it will be judged. See the Growth System.
What we track
- Conversion accuracy vs. source of truth
- Dashboard adoption by your team
- Data gaps identified and closed
Channels / platforms
GA4 · Google Tag Manager · Meta / platform pixels · Looker Studio dashboards
Deliverables
- Measurement plan
- Tag implementation
- Dashboard
- QA document
Analytics & tracking, explained simply
Analytics tells you where customers come from and what they do, so you can put money where it works.
Example: UTM-tagged links + GA4 key events (form submit, call click, WhatsApp click, purchase) + Meta Pixel/CAPI + a simple weekly sheet of leads → customers by source.
Without tracking you can't tell a working channel from a lucky week.
- Define 3–5 KPIs tied to money (qualified leads, CAC, revenue by channel).
- Connect CRM outcomes back to ad platforms (offline conversions) to optimise for buyers.
- Expect gaps: privacy changes and cross-device behaviour mean no tool sees everything, triangulate.
Common mistake: Tracking page views but not enquiries/sales, or counting the same conversion in three tools.
Attribution, explained simply
Attribution is deciding which marketing touchpoints get credit for a sale.
Example: A customer sees an Instagram Reel, later Googles your brand and buys. Last-click gives Google all the credit; Meta's own report may claim it too.
Every model is a simplification. Use one consistent source for decisions and sanity-check with blended numbers.
- Ask customers 'How did you hear about us?', self-reported attribution catches word of mouth and social.
- Run geo or holdout tests to measure incrementality for big budgets.
- Watch MER (total revenue ÷ total marketing spend) as the business-level truth.
Common mistake: Adding up platform-reported conversions and thinking you sold more than you did.
Who it is for
Anyone making marketing decisions with numbers they do not fully trust.
Expected business outcomes
Numbers you can defend and dashboards that lead to decisions. Outcomes are not guaranteed and depend on your offer, market, budget and execution.
Where we work
FODO is remote-first and headquartered in New Delhi, India. We work with brands in India and around the world, the UK, US, UAE and the Gulf, Europe, Australia and beyond. Work runs on video calls, WhatsApp, email and shared dashboards, so your location never limits the service.
FAQs
Related services
Conversion Rate Optimisation · Paid Advertising · Marketing Automation · SEO