STRATEGY & DATA
GA4 for SMEs: the reports you actually need (and how to read them)
An SME needs just six GA4 views: traffic acquisition, key events, landing pages, a funnel exploration, the monetisation reports if it sells online,…
- THE FIRST QUESTION
- What do you want to decide with this number?
- WHAT WE FIX
- Events, cookie consent, the same names for the same things across every tool
- THE REPORT
- We talk you through it, once a month
IN SHORT
We measure everything we do and help you read it. Tracking set up properly, dashboards that answer real questions and a monthly report we talk you through. We make decisions on the data, even when the data says it's time to change course. A return on marketing starts with knowing what works.
How we read it
ALL YOUR MARKETING ON A SINGLE PAGE
LEADS GENERATED
OrganicCampaigns
MONTH 1MONTH 6MONTH 12
An illustration of the dashboard, not a client’s data. The real numbers are in the case studies.
01
A single source
Website, campaigns, CRM and calls in one place, with the same definitions.
02
Events that matter
Quote requested, basket, phone call: not "sessions".
03
Honest attribution
Where the lead starts and where it closes, without taking credit for others’ work.
What’s included
WHAT WE DO,
IN PRACTICE
01
Every action on the site, counted properly
GA4, Tag Manager, pixels and conversion APIs set up correctly, with events that describe what people actually do.
02
One dashboard for the people who decide
Looker Studio dashboards that bring together campaigns, website, CRM and sales. A single view, always up to date.
03
Which channel brought what
What each channel cost and what it returned. The thread that ties investment to results, ignoring the vanity metrics.
04
Google's SEO data, read every month
Searches, pages, rankings and opportunities in Search Console, so content and optimisation decisions are made with numbers.
05
Research before you invest
Competitors, market and audience analysed before spending anything. Data first, opinions second.
06
A report we explain to you
A report and a call every month. We tell you what we see, what we're changing and why.
Every activity has a number to move
Everything we do has a goal and a number. It sounds obvious, yet most marketing reports talk about views and likes and say nothing about what a customer cost. We start from the end: what result you want, how we measure it, how we link it to what you spend. If an activity doesn’t move the right number, we change it.
From tracking to decisions
First you measure properly: GA4 with events that describe real actions, a tidy Tag Manager, campaign conversions connected, the CRM integrated when the sale takes time. Then you read the data. The dashboards answer specific questions (which channel brings the best leads, which page is losing sales, what’s changing on Google) and we talk you through the monthly report.
Data first, opinions second
The data also tells us what not to do: which channel to switch off, which content to drop, which budget to hold back. It’s the least glamorous part of marketing and the one that protects your investment the most. When the numbers say it’s time to change course, we change it and we tell you.
We work with companies on calls or at our office. If you’d also like us to look after your website and campaigns, take a look at our web development and Google Ads services.
How we work
HOW WE PUT THE NUMBERS IN ORDER
STEP 01 OF 05
01
We line up the questions
Which decisions you make every month and which numbers you need to make them. Everything else is noise taking up space on dashboards.
02
We fix the tracking
GA4, Tag Manager, compliant cookie consent, events that match real actions. In most cases there's more to redo than to add.
03
We join up the sources
Campaigns, website, CRM and phone calls in one place, with the same definitions. A "lead" has to mean the same thing to everyone, otherwise people end up arguing over words.
04
We build the dashboard
A single page, with the numbers that matter and a way to see where they come from. If you need a manual to read it, it's wrong.
05
We read it together
Every month, on a call. What happened, what we do about it, what we try next month. A file that simply lands in your inbox has never changed a decision.
What you get
THE PLAN, THE DASHBOARD AND EVERY CUSTOMER'S JOURNEY
WHAT WE WORK WITH
GA4Google Tag ManagerLooker StudioSearch ConsoleGA4Google Tag ManagerLooker StudioSearch ConsoleGA4Google Tag ManagerLooker StudioSearch ConsoleGA4Google Tag ManagerLooker StudioSearch ConsoleGA4Google Tag ManagerLooker StudioSearch ConsoleGA4Google Tag ManagerLooker StudioSearch ConsoleGA4Google Tag ManagerLooker StudioSearch ConsoleGA4Google Tag ManagerLooker StudioSearch ConsoleGA4Google Tag ManagerLooker StudioSearch ConsoleGA4Google Tag ManagerLooker StudioSearch Console
BigQueryConsent Mode v2Server-side taggingHotjarBigQueryConsent Mode v2Server-side taggingHotjarBigQueryConsent Mode v2Server-side taggingHotjarBigQueryConsent Mode v2Server-side taggingHotjarBigQueryConsent Mode v2Server-side taggingHotjarBigQueryConsent Mode v2Server-side taggingHotjarBigQueryConsent Mode v2Server-side taggingHotjarBigQueryConsent Mode v2Server-side taggingHotjarBigQueryConsent Mode v2Server-side taggingHotjarBigQueryConsent Mode v2Server-side taggingHotjar
We did it for
THE PROJECTS WHERE
WE DID IT
Industrial software
B2B & MANUFACTURING
Elisa Industriq Italy · sedApta
58technical articles published on elisaindustriq.it in 2026
Read the case study
Industrial vacuums
B2B & MANUFACTURING
Delfin Industrial Vacuums
170products online for the United States and Canada
Read the case study
Craft beer
FOOD & BEVERAGE
Birra Metzger 1848
8fronts we handle for Turin's historic brewery
Read the case studyBetter said up front
WHEN WE ADVISE AGAINST AN ANALYTICS PROJECT
NO
There's nothing to measure yet
Without campaigns, content or traffic, the dashboard will show a very well designed flat line. Switch something on first.
NO
You want a number that proves someone right
Data is there to change minds. If the answer has already been decided, the report becomes an expensive exercise.
NO
Nobody will ever look at the dashboard
Without someone glancing at it once a month, it's a fine piece of work that ages on its own. Better a shorter report that actually gets read.
The questions we get asked
THE QUESTIONS WE GET ASKED MOST
What is Google Analytics 4 and what is it for?
GA4 is Google's free tool that measures what people do on your website: where they come from, which pages they look at, whether they fill in a form or buy something. It shows which channels bring results and where to move the budget.
What is a conversion in digital marketing?
It's the action that has value for you: a purchase, a quote request, a phone call, a sign-up. Measuring conversions properly is the foundation for everything else, because campaigns and optimisation work on whatever you tell them to count.
I already have Google Analytics. Isn't that enough?
Having it installed and having it configured are two different things. On most of the websites we analyse, conversion events are missing, internal traffic isn't excluded or the link with the campaigns isn't there. That's why we almost always start with a tracking audit.
How do you measure return on marketing?
We connect what each channel costs to the results that matter to you: qualified leads, orders, average order value, returning customers. For companies selling to other businesses we connect the CRM and follow the lead all the way to the contract. For e-commerce we look at return on ad spend (ROAS) and margin, as well as revenue.
Do you also offer data consultancy on its own?
Yes. Several companies ask us to set up tracking and dashboards, or to go through the numbers with them every month, while they run their marketing in-house. It works well when the team manages the channels and wants guidance on the data.
We’ve written about it
WHAT WE’VE WRITTEN ABOUT IT
STRATEGY & DATA
Google Tag Manager: how to set up conversion tracking
Google Tag Manager is Google's free tool for managing your website's measurement codes in a single container: GA4, Google Ads, Meta and the others.…
STRATEGY & DATA
When campaigns, CRM and revenue don't add up: how to check your data from click to sale
Google Ads, GA4, Meta, the CRM and the management system count different things, with different dates and rules: it's normal for the numbers not to…
SHOW US
THE NUMBERS YOU ALREADY HAVE
Half an hour on your GA4 and your campaigns. Almost every time, it turns out that something important is being measured wrongly.