Implementing analytics

Ensuring accurate data with a professional set-up

Website tracking that you can trust

No matter how good your reporting or analysis, your decision making is only as good as the data it is based on. That’s why at Varn, we believe that the key to getting the most out of your website is a reliable analytics set-up that you can trust.

Our team of Analytics experts at Varn can take all of the guesswork out of it, helping you to create a solid foundation for your tracking. From Google Analytics implementation, to custom tracking using Google Tag Manager, we can help you to set up the accurate tracking that you need to make informed business decisions.

Establishing your data requirements

Are you unsure if your current data set up is accurate? Or perhaps you aren’t collecting any data at all and don’t know where to start?

Wherever you are in your analytics journey, the team at Varn will help you with implementation or configuration, ensuring you end up with reliable data that answers the questions your business is asking. In our initial consultation, Varn will discuss your data requirements with you, advising on the set up we would recommend for your unique business needs. Our expert team will update you throughout the process as we undertake the tracking implementation tasks, before presenting you with your new tracking solution, explaining it in an understandable way so that you can continue to get the most out of your tracking going forwards.

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Implementing data analytics

Google analytics

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Google analytics

Whether you need us to set up your Google Analytics (GA4) account from scratch or want your existing account to be audited and configured to provide more accurate data, the team at Varn have got you covered. This includes setting up custom filters, content groupings, referral exclusions and custom dimensions as well as updating user permissions and ensuring the structure of the account reflects best practice.

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Web & app analytics

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Web & app analytics

Google Analytics 4 doesn’t only track traffic and interactions on websites, but can also track analytics from iOS and Android apps. We can help you set this up so that you can surface reliable tracking from both your website and app, combining them to gain insights on user behaviour however users are interacting with your business.

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Ecommerce analytics

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Ecommerce analytics

Ecommerce tracking is crucial for reviewing the performance of your checkout funnel and improving conversion rate. We can help you to set up enhanced ecommerce tracking with Google Analytics 4, creating customised tracking for in-depth insights that reflect the checkout process of your unique website. If you already have ecommerce tracking set up, we can help to troubleshoot problems and ensure the data matches up with your sales figures.

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Setting up GTM

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Setting up GTM

Google Tag Manager (GTM) allows you to streamline your tracking, giving you the option to manage tags from Google Analytics 4, Google Ads, and Social Media pixels in one place. Our expert team can either set you up a new Google Tag Manager account, setting up, testing and implementing custom tracking for your site, or if you already have existing GTM containers, we can provide a thorough audit, making recommendations to improve tracking accuracy and supporting you through implementation of these changes.

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Attribution modelling

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Attribution modelling

Want to find out more about the channels bringing the most traffic and conversions to your site? The Varn team can help you ensure your tracking is set up to provide accurate insights into the contribution of each marketing channel to the performance of your site. We can set up custom channel groupings and tracking to ensure you can easily analyse the impact of each marketing campaign and get a better understanding of what is and isn’t working in your digital marketing strategy.

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Cross domain tracking

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Cross domain tracking

If you have multiple domains and subdomains, it can feel almost impossible to bring together your tracking in a way that makes sense. This is where our Cross-Domain tracking service can help, allowing you to follow the activity of users as they move between your domains and improving the accuracy of your tracking.

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Server side tagging

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Server side tagging

Want to take your tracking to the next level? Looking to improve data quality, data privacy and website performance? Setting up server-side tagging allows you to do all of that by gaining full control over your data. It also allows you to decide what gets shared with third-party marketing platforms such as Google Analytics, Google Ads and Facebook Pixel.

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Single page apps (SPAs)

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Single page apps (SPAs)

If your website is a Single Page App, you may have had some difficulty setting up out-of-the-box tracking, perhaps finding that GA4 is only capturing data from the first page view. With additional configuration and setting up virtual pageview tracking, we can ensure that you are getting data from all pages of your website, giving you the full picture.

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Some of our happy clients

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A full package data tracking set up for cohesive tracking & visibility across multiple brands

Our client, managing over 100 distinct brands, faced challenges with inconsistent tracking setups and reporting methods. They sought to establish a unified framework across all brands, ensuring GA4, GTM, GSC, and Looker reporting were fully configured and standardised. This would empower brand managers with reliable data collection and clear insights into website performance.

To create this cohesion, we developed a robust tracking structure and naming conventions to be uniformly applied across all brands. This included establishing a single, functional GTM container, GA4 property, and GSC property for each site, alongside assigning appropriate access levels to the correct users.

The project began with one-on-one consultations with each brand to understand their key pages, metrics, and events while assessing existing tracking setups. We conducted comprehensive audits to identify and resolve configuration issues, implementing tracking from scratch for brands without any setup. To ensure compliance, we aligned all tracking with Consent Mode V2, addressing international variations in regulatory requirements in collaboration with the client’s development team.

Following the setup, enhancement, and rigorous testing of custom tracking for each brand, we integrated the data into user-friendly Looker reports. These reports enabled non-technical teams to confidently analyse data without navigating GA4. Our comprehensive solution included consultancy and training sessions to present the new reporting framework, empowering teams to use the tools effectively and make informed decisions with confidence.

FAQs

01.

What is GA4 and how do I set it up?

Google Analytics 4 (GA4) is an analytics tool provided by Google that helps you understand how people find and use your website or app. It can be set up by creating a Google Analytics account and property and then linking it to your website using a data stream

02.

How do I migrate from Universal Analytics to GA4?

Google Analytics 4 (GA4) has replaced Universal Analytics (UA), as Universal Analytics has stopped processing data. To migrate to GA4, you can use the Setup Assistant or can create a new GA4 property. You cannot migrate any of your historic data from UA so we would recommend setting up a GA4 account as soon as possible to ensure you are collecting website data.

03.

Can I track a website and a mobile app in GA4?

Google Analytics 4 (GA4) allows you to measure both app and web data and even integrate them into a single GA4 property, providing a unified view of user behaviours across both platforms.

04.

How do I track ecommerce transactions in GA4?

To track ecommerce transactions in GA4, you need to set up ecommerce events (usually using Google Tag Manager) that will pull through to GA4 when ecommerce actions are taken on the site, such as Adding an Item to Cart, Beginning Checkout or making a Purchase. These events will need to be configured in GTM and GA4.

05.

What is Google Tag Manager (GTM)?

Google Tag Manager (GTM) is a tag management system that allows you to create, manage and deploy tags (such as marketing tags and tracking codes) on your site without having to change the website code. It can be used to create custom tracking that pulls through to GA4.

06.

How do I know where users came from to arrive on my website?

The Acquisition reports in Google Analytics 4 will show you the channels that site visitors used to arrive on your website. These include using Search Engines, clicking on Paid Ads, following a link from another website or arriving from Social Media.

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Why would I need to set up cross-domain tracking?

Cross-domain tracking should be set up if you are measuring activity across multiple domains. It allows you to track users as they move between the domains, preventing double-tracking of users, increasing the accuracy of tracking and allowing you to follow the user journey through your sites.

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What is server-side tagging and how do I set it up?

Server-side tagging allows you to introduce your own server(s) to the data collection process, giving you more control over your data, but also offering you improved page performance and data quality. It can be set up using Google Tag Manager.

09.

How do I track a single page app (SPA)?

Tracking a single page app (SPA) may require additional configuration in Google Tag Manager to ensure that data is sent to GA4 for all pageviews rather than just the first loaded page. The tracking set up required depends on the tracking issues you are seeing in GA4.

10.

Why is direct traffic so high in GA4?

There are several reasons that your Direct traffic volume could be high in GA4 ranging from issues with your Consent Management platform to missing UTM parameters. The problem root of the cause would need to first be diagnosed through testing to identify the problem before implementing a fix.

What does your data journey look like?

Your data journey with Varn begins with untangling complex metrics, transforming raw data into clarity. We empower you to translate this clarity into impactful strategic decisions and actionable insights that drive measurable outcomes. Our 5 step data journey will give clarity and understanding and we will help you to uncover the insights your business is looking for at each and every step.

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