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Analytics & Measurement

Every report should lead to a decision.

Hale builds tracking, dashboards, and reporting that connect marketing activity to revenue, so every decision is based on what's really happening.

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What this covers

  • GA4
  • Google Tag Manager
  • Looker Studio
  • Attribution
  • MER
  • LTV:CAC

Built for brands that can't trust their own data

  • Unclear reporting. Reports get sent. Nobody's totally sure what to do with them once they arrive.

  • Data nobody trusts. Numbers don't match across tools, or the team has quietly stopped believing the dashboard.

  • Spending across channels. Paid, organic, email, and social all running, with no clear way to see what's actually contributing.

  • No link to revenue. Marketing activity is visible. Whether it's actually driving the business forward isn't.

The problems measurement should actually solve

  1. Inaccurate conversion tracking

    The numbers don't reflect what's really happening, so every decision built on them is a little bit wrong.

  2. Confusing reports

    Data exists. Nobody can read it fast enough to actually use it, so it quietly gets ignored.

  3. Channel performance uncertainty

    No clear answer on which channels are actually earning their budget, so spend gets defended by habit.

  4. Weak attribution

    Credit for a conversion gets handed to whatever touched it last, which usually isn't the real story.

Define. Map. Configure. Report. Decide.

1

Define business goals

Start with what the business needs to know.

2

Map key actions

Identify the specific actions, purchases, leads, bookings, sign-ups, that actually matter to track.

3

Configure tracking

GA4, Google Tag Manager, conversion tracking, and the technical setup underneath all of it, done properly the first time.

4

Build reporting

Dashboards and a reporting cadence built around the questions leadership asks.

5

Turn data into decisions

Insights and recommendations attached to every report, so each one leads to a next step.

What you walk away with

  • A measurement plan tied to actual business goals

  • Tracking configured correctly, and kept that way

  • A dashboard built around real decisions

  • A reporting cadence that fits how the team actually works

  • Ongoing insights and recommendations

Dashboards

Dashboards your leadership will actually use.

We build new dashboards or evolve the ones you already have, so the numbers that matter are in one place and everyone reads them the same way.

  • One source of truth for revenue, spend, MER and customer acquisition cost
  • Channel performance next to business results, not in separate tools
  • Built in Looker Studio or your own BI tool, fed by Funnel.io, Supermetrics or direct connectors
  • Kept current as your channels and goals change

Tools

The measurement stack we work in.

  • Google Analytics 4
  • Google Tag Manager
  • Looker Studio
  • Funnel.io
  • Supermetrics
  • BigQuery
  • Shopify
  • Triple Whale
  • Northbeam
  • Meta Conversions API

How do you know if your measurement is actually working?

Four questions worth asking. If several answers are no or not sure, there's usually something worth fixing.

  • Does everyone agree on one number for marketing return?
  • Do your reports lead to decisions?
  • Has your tracking been checked in the last few months?
  • Do you know this month's MER and LTV:CAC?

Start your Growth Audit application

Three questions now. You'll finish the rest on the next page, and you can change anything.

Which channels are running now?

Analytics and measurement FAQs

Do you set up GA4 from scratch, or fix what's already there?
Both. Some brands need a full setup. Others have GA4 running but configured poorly, which is just as common and just as costly.
What's the difference between tracking and reporting?
Tracking is the data collection underneath. Reporting is what gets built on top of it. Bad tracking makes good reporting impossible, so we always start there.
Can you fix attribution if it's been wrong for a while?
Yes, though historical data stays historical. We can fix it going forward and help interpret what the older data can and can't tell you.
How often should reporting actually happen?
Depends on the business, but more frequent isn't always better. We build the cadence around when decisions get made.
Do you build dashboards in tools we already use?
Yes. We work within GA4, Looker Studio, and most major reporting platforms, so you can keep the tools you have.
How do we get started?
A Performance Growth Audit, which includes a look at current tracking and reporting gaps as part of the broader review.