Web analytics you can hand to finance without apologising

Most web analytics problems are not tooling problems. The tracking has drifted, the events mean different things in different places, and the channel numbers do not reconcile. We audit first, then fix the foundation before touching reporting.

In plain terms

What Web Analytics Consulting means in practice

Brainforge delivers web analytics consulting on GA4 and the wider measurement stack. We audit the tracking, fix what is broken, define the events, and connect the numbers to channel spend so reporting can be trusted.

Where teams get stuck

GA4 audits, tracking repair, event taxonomy, and channel reporting that finance accepts.

GA4 numbers do not match the platform numbers and nobody can explain the gap.

Tracking was set up years ago and the events no longer reflect how the business works.

Every marketing report takes days to assemble by hand from several dashboards.

We cannot tell which channels actually drove revenue because attribution is not trusted.

Something breaks in tracking and we find out weeks later.

What we deliver

Core Web Analytics Consulting

Measurement audit

A review of your GA4 property, tag setup, event naming, and channel definitions, with a prioritised repair list.

Tracking and event taxonomy

A governed tracking plan and repaired implementation so the same event means the same thing in every tool.

Channel and campaign reporting

Reporting that reconciles across channels and platforms, and states where the numbers legitimately disagree.

Measurement governance

Ownership, validation, and change control so the tracking does not drift again after the engagement ends.

How deep it goes

Capabilities behind the work

The same delivery primitives (context, controls, and review) show up across every engagement.

Measurement audit

Establishing what the tracking actually reports before changing anything.

GA4 property reviewTag manager and container auditEvent and conversion definition reviewChannel grouping and attribution review

Tracking and taxonomy

Making events mean one thing everywhere.

Tracking plan designEvent and parameter naming standardsImplementation repair across web and appCross-tool validation

Channel and campaign reporting

Reporting that survives a finance review.

Cross-channel reporting designCampaign taxonomy and UTM governanceWarehouse-joined channel reportingReconciliation documentation

Attribution and incrementality

Being honest about what the models can and cannot prove.

Attribution model selectionPlatform gap quantificationIncrementality test designMix and budget reporting

Governance and enablement

Keeping it working after we leave.

Tracking change controlValidation and alertingTeam trainingDocumentation handover

The stack we build with

Tooling our team runs in production

Frameworks, platforms, and infrastructure we implement, integrate, and operate end to end.

Analytics platforms

GA4SegmentAdobe AnalyticsMixpanelAmplitude

Tag and event management

Google Tag ManagerServer-side GTMSegment

Reporting and warehouse

BigQueryLookerOmnidbt

Validation and quality

PostHogDatadogCustom validation suites

What changes

Outcomes you can point to

A measurement audit that names what is broken and what it costs you.
A governed tracking plan with consistent event definitions.
Reporting that reconciles across channels, with documented discrepancies.
Validation and alerting so tracking breaks loudly instead of silently.
Ownership and change control so the fixes hold.

Proof in production

See where this work shows up.

Finally, one view of every marketing campaign

We unified fragmented advertising data into a single campaign measurement system, cutting reporting cycles 70% and improving spend efficiency 35%.

Read the campaign measurement case study →

How we saved a retailer hundreds of thousands

Consolidated carrier and shipment data into a governed model that made cross-channel cost reporting possible for the first time.

Read the consolidated data case study →

Common questions

Web Analytics Consulting, straight answers

What does web analytics consulting cost?

Engagements start with a scoped measurement audit that produces a prioritised repair list and a governed tracking plan. Most teams then sequence implementation from what the audit finds rather than committing to a rebuild up front.

Why do GA4 and our ad platforms report different numbers?

They measure different things, with different attribution windows and identity models, so they will never match exactly. The useful work is quantifying the gap, documenting which number to use for which decision, and removing the discrepancies that are genuinely errors rather than definitional.

Should we move off GA4?

Sometimes, but usually not as the first move. Most of the problems teams blame on GA4 are tracking, taxonomy, or configuration issues that would follow them to another platform. We will tell you when a platform change is actually warranted.

Can you fix tracking without breaking historical data?

Yes, and we plan for it explicitly. Changing event definitions creates a discontinuity, so we version the taxonomy, run the old and new definitions in parallel where it matters, and document where historical comparisons are not valid.

Do you do server-side tracking?

Yes. Server-side tagging is often the right answer for data control, accuracy, and ad blocker resilience, and we will tell you when it adds complexity without enough benefit for your case.

Does this include attribution modelling?

Yes, including the part vendors usually skip: quantifying the gap between platform self-attribution and reality, and designing incrementality tests where the models disagree.

How we work