Tangensys • Plan, deliver, measure
Analytics and conversion tracking
Define the events that matter and verify when they fire. Tracking is useful only when the numbers reflect real actions without duplicates.
The work to plan together
A scope shaped around this requirement.
- Measurement planScope
- GA4 and Tag Manager setupReview
- Call, WhatsApp and form trackingCheck
- Agree eventsWhich actions count and how
- Configure trackingTags, forms and integrations
- Test eventsEach action checked before reporting
- Report verified actionsOnly events that passed testing
In short
What does Analytics and conversion tracking involve?
Analytics and conversion tracking sets up GA4, Google Tag Manager and ad-platform tracking so you know which channels bring enquiries and sales.
When Analytics and conversion tracking is a useful fit
Businesses running ads
Verify platform events and consent behaviour before optimising against the numbers.
Sites with no reliable data
Define important actions and test them end to end rather than collecting every click.
Teams switching to GA4
Plan migration and event definitions so reports remain interpretable after the switch.
Problems worth addressing first
Use these situations to identify the work that deserves attention before expanding the scope.
- Conversions are double-counted or missing
- Calls and WhatsApp clicks are not measured
- Ads optimise toward the wrong action
A practical example
A form completion event should fire after a successful submission, while a WhatsApp click is recorded as a contact attempt until a supported integration confirms a conversation.
This is an illustrative scenario to explain the approach, not a claimed client project.
The work we can include
The final quote identifies the deliverables, quantities, approvals and exclusions. Select the work that serves your goal rather than assuming every item is required.
- Measurement plan
- GA4 and Tag Manager setup
- Call, WhatsApp and form tracking
- Consent mode and cookie banner
- Dashboards
Where we usually begin
Analytics, ads and CRM access are agreed along with consent requirements. Call confirmation, offline conversions and cross-device attribution need suitable systems.
Practical detail
An event dictionary and a small QA matrix
An illustrative lead website needs a completed-enquiry event that represents accepted submission, plus separate events for contact-button clicks.
| Part of the work | Example output | How to review it |
|---|---|---|
| generate_lead | The enquiry handler accepts the form | One successful request produces one event; a failed request produces none. |
| whatsapp_click | A visitor clicks the WhatsApp link | The event describes a click, not a conversation. |
| phone_click | A visitor selects the telephone link | A completed call needs a separate supported call-tracking record. |
| Consent and repetition | Allowed/denied states and repeated success callbacks | Tags follow the agreed consent setup and duplicates are checked. |
The handover names the events, triggers, parameters, destinations and test evidence. Personal details should not be added to analytics just because the form collects them.
Define the event before configuring the tag
A tracking setup starts with a measurement plan. Write down what counts as an accepted enquiry, a contact click, a booking or a purchase. Similar-looking actions have different meanings, and combining them can make campaign reports overstate outcomes.
Choose the evidence available from the website and connected systems. A button click can be observed on the page; a confirmed conversation requires additional messaging or phone evidence. Consent choices and provider access can affect which observations are available.
Test success, failure and repeat actions. Keep event names and parameters free of unnecessary personal information; do not send form messages, names or email addresses as ordinary analytics fields. Document limitations so a dashboard reader can interpret the totals correctly.
Free enquiry-flow review
Start with a clear scope and a practical next step.
Tell us what you want to improve and share the relevant website or project details. We will review the starting point, recommend a suitable scope and provide a custom quote.
The initial review is free. Delivery, third-party charges and ongoing support are quoted separately.
Process
How the work is delivered
Review the starting point
Review the current setup, examples of the problem and the information needed to agree the work.
Agree scope and sign-off
We map how an enquiry enters the business, where it is stored and who is responsible for the next action. Access and data permissions are agreed before connecting tools.
Deliver and review
Test enquiries are followed from source to destination. We check duplicates, failures and notifications, then document the workflow and the team’s operating responsibilities.
Hand over the next steps
Review the agreed outputs together. Confirm what your team maintains and what needs a separate ongoing arrangement.
What progress should mean
Measures that match the work
Test event conditions, deduplication, source data and consent behaviour. Reconcile tracked conversions with actual enquiries or orders during sign-off checks.
A record of delivery
See what was completed, reviewed and still dependent on access or approvals. Project delivery and business results are reported separately.
Clear limits in the data
We explain what can be verified and where a result is only an estimate. Contact clicks, conversations and sales are different actions.
Scope and responsibilities
You keep ownership of your business accounts and approved deliverables under the agreed contract. Any third-party licences, subscriptions or usage fees are identified before you commit.
Why should form clicks and successful submissions be separate?
A person can click submit while validation or delivery fails. Counting that click as an enquiry overstates the outcome. Trigger the accepted-submission event from the actual supported success state and keep contact clicks as their own signals.
Should a submit-button click count as an enquiry?
No. A visitor may encounter an error after clicking. Use the accepted outcome from the agreed submission flow.
Will tracking totals match our inbox exactly?
Not necessarily. Consent, blockers, duplicate rules and different counting definitions can create differences. Reconcile the definitions before assuming a tracking fault.
Do you set up consent mode?
Yes, as part of tracking setup where cookie consent is required.
How is Analytics and conversion tracking priced?
We quote against your goals, current setup and agreed scope. The quote separates delivery from third-party costs and ongoing support. You receive a custom quote within 2 working days.
How long does the work take?
The timeline follows the size of the agreed scope, access, content and approvals. We confirm milestones in the quote; a simple change and a full implementation need different schedules.
How will we communicate?
Your point of contact agrees a review rhythm with you. We use email, WhatsApp and scheduled calls, with decisions and scope changes recorded clearly.
What do you need to get started?
Share your current website or system, your main goal and examples of what is not working. We then agree the access and information needed for discovery.
Is everything included in the free review?
No. The free initial review helps define the next step. Detailed research, design, implementation and ongoing support are included only when stated in your quote.
Explore the related services
Let’s agree the right next step.
Tell us your goals and current setup. We’ll recommend a practical starting point and provide a custom quote.
Custom quote within 2 working days