Data & analytics

Varn's data & analytics services simplify complex data into clear, actionable insights, empowering businesses to make smarter strategic decisions. Specialists manage the entire data journey, from BigQuery and GA4 or Google Tag Manager setup, Server Side Tracking and custom tracking, to creating dashboards that fit your team's workflow. By combining and interpreting multiple datasets, Varn ensures data accuracy and builds confidence across teams, driving measurable business growth.

Helping you make sense of the complexities of your data journey

Here at Varn we specialise in AI, data & analytics, as well as BigQuery, Server Side Tracking and custom tracking and reporting. We dive deep into the complexities of data that can often be overwhelming for clients, transforming it into clear, actionable insights and impactful search marketing strategies. Our in-house specialists can help with every step of your data journey; from recommending and implementing tracking to monitoring and evaluating results. Our expertise doesn’t stop there; we implement changes, conduct ongoing testing, and provide continuous updates to ensure your business stays ahead, powered by data-driven decisions.

By connecting and interpreting multiple datasets, we create a holistic view of your performance, cutting through the noise to reveal what truly matters. Our expertise ensures you’re equipped to make confident, informed decisions that align with your business objectives.

Turning data chaos into commercial clarity

Data Analytics Manager Katie New walks through each stage of the Varn Data Journey, from auditing your existing tracking setup to empowering your team to use data with confidence. The five steps she covers, audit & align, get set, focused reporting, data informed decisions and empowering teams, are outlined in more detail beneath the video.

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.

1

2

3

4

5

Turn data complexity into commercial clarity

Build a defensible data foundation that empowers your team and informs your strategy. Explore six of the core pillars of our expertise and services, the data intelligence you need to deliver accuracy, clarity & growth.

KPI alignment workshop

Get focused in your reporting with a facilitated session designed to get you aligned on the metrics that actually drive commercial growth. We help you cut through the data noise by defining the core business questions your reporting must answer. Throughout the session, we identify what really matters, the importance of context, and review what ‘good and bad’ look like in your reports. By starting with strategy rather than just numbers, we ensure your tracking is set up to collect useful data that drives action and informs decisions.

Learn more

Server-Side Tracking (SST)

For most businesses, a proportion of conversion data is leaking due to ad blockers and aggressive browser privacy restrictions like Safari’s ITP. Server-side tracking (SST) fixes this by moving your tracking from the user's browser to a secure, first-party server. This restores your data accuracy, extends cookie lifespans, and provides ad platforms with the complete signals they need to optimise performance. It is the privacy-first foundation required to turn incomplete reports into truly defensible commercial insights.

Server Side Tracking

BigQuery

Don't let your data maturity plateau at the dashboard level. While GA4 is a powerful reporting interface, it isn’t your raw data; it samples your information and deletes event-level history after just 14 months. BigQuery allows you to bypass these limits by creating a permanent, event-level warehouse that your business owns and controls. By using BigQuery, we can blend your data to unlock accurate, advanced insights that inform decision making.

Learn more

Modular reporting library

Move away from static, overwhelming spreadsheets with our custom modular reporting libraries. We work with you to create a library of reports that serve the needs of each of your teams, from e-commerce, to content performance, to user journeys and conversion funnels. Our reports are created based on your business KPIs and focused around providing you with easy to understand, useful reports.

Learn more

Data analysis & maintenance

Transform your reporting from a static view of the past into a proactive roadmap for the future. Our analysis service provides the senior expertise needed to interpret your dashboards and use your data to inform your strategy. We also monitor and maintain tracking, alerting you of data anomalies, ensuring you know if something has changed or broken, helping you to keep your tracking infrastructure accurate and reliable.

Learn more

Data empowerment training

Foster a data-literate culture by upskilling your internal team to use data as a strategic asset. We provide practical, hands-on workshops led by our senior data engineers, alongside regular 'drop-in' sessions to help your marketing team navigate specific technical hurdles. By building internal confidence, we ensure your data strategy remains sustainable, accessible, and understood at every level of your business.

Learn more

"We thrive on diving into the data that can overwhelm most businesses. Our Data & Analytics team specialises in transforming overwhelming numbers and metrics into clear and actionable insights, through tools like BigQuery, Google Tag Manager, GA4, server side tracking and custom Data Studio/Reports...

Our goal is to help you cut through the noise, so you can make smarter decisions about your website and content, driving measurable growth without getting lost in the numbers."

Rob Wilde

Managing Director at Varn

Rob, managing director of Varn.

Securing accurate, decision-grade data for HSE Network

For digital publishers, member data is a critical commercial asset. When HSE Network, the UK’s largest organic health and safety publisher, discovered that standard client-side GA4 was failing to capture nearly 30% of user sign-ups, Varn engineered a server-side tracking and BigQuery framework. By securely routing event data to bypass browser restrictions and ad blockers, we reduced missed conversion tracking errors by 85% and increased overall website analytics coverage by 20%, restoring complete conversion precision and giving their leadership team clear revenue visibility.

Learn more

mid-page-pills

Why choose Varn as your specialist data analytics partner?

We guide you through comprehensive data processes and toolkits to help you navigate every touchpoint. By measuring, tracking and reporting on a plethora of data and creating insightful dashboards, Varn enables you to understand, interpret and utilise your website statistics, revealing valuable, significant insights to inform and enhance your decision making process.

Whatever stage you are in on your data journey, whether you need help setting up basic or advanced tracking, moving to BigQuery, or server side tracking for greater accuracy, creating an easy-to-comprehend SEO dashboard, or need someone to deep dive into your website statistics, we can help. From tracking data for complex publishing websites, financial services or insurance businesses, to harnessing data insights for pharma business, and providing clear performance insights for ecommerce businesses, we provide clear insights from complex data sets, and support with implementation of your analytics, to empower your marketing team.

Move from dashboard reporting to decision-grade data with our GA4 vs BigQuery checklist

Standard GA4 reporting often provides a sampled and temporary view of your business performance; which can lead to fragmented insights and missed opportunities. To transition toward true commercial clarity; you require the permanent, event-level data ownership that only a dedicated warehouse can provide. Our checklist breaks down the critical differences between the GA4 interface and BigQuery; revealing how you can secure your data history and deliver the advanced insights needed to inform your long-term growth strategy.

Get the GA4 vs BigQuery checklist

Master data strategy with our guide to server-side tracking

Transitioning to server-side tracking is a strategic step towards securing reliable, first-party data for your business. Developed by our specialist data analytics team, this practical guide provides a clear roadmap to help marketing and technical leaders navigate modern data collection with confidence.

Get the guide

Uncover and analyse complex user journeys with our BigQuery user journey analysis guide

Standard GA4 reports provide us with basic user journey information such as landing pages, but doesn’t show us how visitors actually move through your site across multiple visits and marketing channels.

See the full story behind every conversion with our BigQuery user journey analysis guide, providing complete instructions to help your team turn GA4 data into easy-to-analyse user journeys.

Get the BigQuery user journey analysis guide

Do you need help with your data?

Data analytics and reporting services from Varn

As unapologetic data nerds, our expert team can help you navigate the complex world of data with confidence. Explore our expertise across nine key areas to see how we can transform your data into your greatest asset.

Data driven SEO

Learn more

Conversion tracking

Learn more

Data & analytics tools

Learn more

Implementing analytics

Learn more

Conversion rate optimisation

Learn more

Monitoring & reporting

Learn more

Big data & advanced analytics

Learn more

Data privacy & analytics

Learn more

Training & consultation

Learn more

Data Analytics and AI

At Varn, we use data and analytics to understand how your website is appearing in AI search, and help you track this better to view the bigger picture. Having correct data is crucial, to reflect the holistic appearance of you website online and stay ahead of the competition. Our AI Visibility Framework brings this data together into a clear, actionable view of how your brand is surfaced across AI search platforms like ChatGPT, Perplexity and Gemini. It connects performance metrics with AI signals, from visibility within generative results, to how content is interpreted, cited and importantly, trusted by large language models. By structuring and analysing data in this way, we help you move beyond simple and isolated metrics and instead, understand where to optimise content, technical foundations, and authority signals so your website will be visible and competitive as search behaviour changes.

Server-side tracking thumbnail

Katie New at brightonSEO April 2026

Publishing SEO Team

brightonSEO April 2026 Aligned Reporting Toolkit

technical-seo-expertise

Latest data & search insights from our experts

Data & Analytics 09.10.26

Where did my customer go? (How to uncover real user journeys using BigQuery)

Cerys Osborn

Article by:

Data & Analytics 14.09.26

New GA4 Dashboards vs Data Studio: Which reporting tool should you use?

Katie New

Article by:

Data & Analytics 21.08.26

Empowering teams: Building long-term data confidence

Katie New

Article by:

cta-background

cta-background

Get in touch with our expert data team

Let's talk

Sign up for the latest SEO/GEO news & insights straight to your inbox