If your analytics data cannot answer business questions, it is not analytics — it is noise.
The transition from Universal Analytics to GA4 was poorly managed by most businesses. Either the migration was rushed and key events were lost, or GA4 was set up alongside UA without being properly configured, creating two data sets that contradict each other and can be trusted fully for neither.
We start with a comprehensive audit of your current GA4 setup: which events are firing correctly, which conversions are accurately attributed, what data is missing, and whether the attribution model you are using is appropriate for your buying cycle. The most common finding is that businesses with 3–7 day sales cycles are using last-click attribution, which completely misrepresents the contribution of top-of-funnel channels.
After the measurement layer is correct, we build custom Looker Studio dashboards that surface the metrics your management team actually asks about — not the default reports GA4 provides, but structured views organised by the questions your business needs to answer: which channels drive qualified leads, what is the cost per acquisition by product line, where in the funnel are users dropping off, and what is the true contribution of organic versus paid to monthly revenue.
A Campania tour operator discovered that a channel accounting for 28% of their paid traffic was contributing only 4% of actual bookings — freeing that budget to be reallocated to a 3.1x ROAS improvement.
A Salerno law firm set up call tracking through our GA4 implementation and discovered that 71% of qualified new client enquiries came from organic search — information that reshaped their entire marketing investment.
