Marketing reporting and analytics
Know which marketing brings in customers, and what to stop paying for.
We set up tracking on your website, adverts and social accounts properly, measure the actions that matter, like enquiries and sales, and send one plain report a month saying what worked and what we would change.
Available on its own, or as part of The Growth Programme.
In practice
What this actually is
This is the wiring that tells you where your customers came from and what they did, and the monthly report that turns it into a decision. Most businesses already have plenty of data and no clear answer, which is a different problem from not having data.
What we do
- Analytics setup
- Google Analytics and Search Console installed and configured properly, not left on defaults.
- Conversion tracking
- The actions that matter defined and measured - a sale, an enquiry, a booked call.
- Campaign measurement
- Every channel tagged so you can tell which one brought the customer.
- Website performance
- Where people arrive, where they leave, and what they never see.
- Customer behaviour
- The path people actually take, as opposed to the one the site was designed for.
- Dashboards
- One place to look, showing the handful of numbers that change a decision.
- Monthly reporting
- What moved, what it means, and what we are changing because of it.
- Commercial insight
- The recommendation, not just the chart.
Clarity you can act on
Reporting should lead somewhere.
You are left with a clearer view of performance, more confidence in what the numbers are saying, and a measurement framework that turns information into a decision.
Talk to us about analyticsWhy the number on your dashboard is probably not the number
Start with the uncomfortable part. Automated traffic passed human traffic on the internet in 2024 and has kept going - 53% of all web traffic is now bots, with humans down to 47% and still falling. A default analytics install counts a great deal of that, which is how a small business ends up celebrating a traffic spike that was a scraper.
The second problem is quieter. Nielsen found 85% of marketers say they are confident measuring return, while only 32% actually measure across their spending in any joined-up way. Roughly half of senior marketing and finance leaders cannot clearly explain their own measurement approach to their board. That is not stupidity - it is what happens when the reporting is assembled from whatever each platform happens to claim for itself.
So the work here is unglamorous and it is mostly subtraction. Filter what is not a person. Stop each platform taking credit for the same sale. Tie the numbers to money rather than to sessions. Then write one page that says what changed and what we did about it - because a report that requires you to work out the answer yourself has handed the job back to you.
The discipline
Four things have to happen before a number means anything
Almost every reporting problem we are handed is a failure in the first two, and almost every reporting service sold is only the last one. A beautiful monthly report built on uncleaned data is worse than no report, because it is believed.
Collected
It is actually being recorded
- Analytics installed and configured
- Events for the things that matter
- Search Console connected
- Ad platforms wired to the site
This holds it up
Clean
It is only people
- Bots and scrapers filtered
- Your own staff excluded
- Spam referrals blocked
- Historic contamination flagged
This holds it up
Connected
It ties back to money
- Enquiries and sales, not sessions
- One sale credited once
- Compared to the same period last year
- Channels measured against each other
They see this
Concluded
Somebody says what it means
- What changed
- Why we think it changed
- What we did
- What we are doing next
They see this
The last stage is the only one you can judge from the outside, which is why so much of this trade stops at a dashboard. A dashboard shifts the analysis onto you and calls it transparency. If a report does not end in a sentence about what we are changing, nobody has done the difficult half.
Measurement
How you will know it is working
This is the service that makes the others measurable, so what it produces is the thing most marketing reporting South Africa businesses never get: one report you will actually read.
What we report on
- Tracking installed properly, with the events that matter to your business defined
- One monthly report that says what moved, what it means and what changes next
- Clean data, with bot and internal traffic filtered out rather than inflating the numbers
- A record you keep, so you can check our work against it
Before you ask
The questions that come up first
Is the monthly report extra?
No. It is included in every plan. Charging separately for telling you what we did is the kind of line item that makes people distrust agencies.
Do I keep access to the analytics?
It is set up on your own accounts, in your name. We are granted access. If we stop working together you lose nothing and change no passwords.
When does the report arrive?
In the first week of the following month, once the month has properly closed. It is written after every figure has been checked against its source, rather than generated the moment the month ends. A report that arrives a day sooner and carries a wrong number costs far more than it saves.