Specialism · Analytics
Analytics: reliable numbers for every location.
Everything starts with good measurement. We set up analytics so head office has an overview of the whole franchise and every location sees what marketing delivers locally. One source, the same numbers for everyone.
When
Time for analytics if…
- you don’t know which location gets which enquiries
- every channel shows different numbers
- Google Analytics 4 was never set up properly
- reports are full of numbers nobody uses
What we do
From measurement plan to dashboard.
- 01
Measurement plan
We set out what you want to know, for the franchise and per location, and which conversions go with it.
- 02
Tag Manager
We set up Google Tag Manager, so tracking is central and manageable.
- 03
GA4
We configure Google Analytics 4 with the right data streams and conversions.
- 04
Data quality
We check that the numbers are right and fix duplicate or missing tracking.
- 05
Dashboard
A custom dashboard with only what matters, for head office and per location.
- 06
Explanation
The numbers every month with an honest explanation: what works, what doesn’t and what we’re changing.
To measure is to know
Without good analytics, you’re steering on gut feeling.
If you want real results from online marketing, you have to measure properly. With the right data you see what visitors actually do and what marketing delivers. And you know for sure you’re working on the right improvements.
With a franchise there’s an extra question: which location benefits? You need to be able to assign an enquiry through the national site to the location where the customer ends up. Only then can you steer by region, and can a location see what head office’s marketing delivers.
If a channel isn’t working, we stop using it. But you can only say that if the numbers are right.
Setting up analytics
Tag Manager, Google Analytics 4 and a dashboard.
In most cases we work with Google Tag Manager. The web developer adds one snippet of code to the website, and we configure the rest. Through Tag Manager we set up Google Analytics 4, with the right data streams and a check on data quality.
GA4 itself can be overwhelming. That’s why we work with a custom dashboard, for example in Looker Studio, Power BI or Tableau. It shows what really matters for your franchise. That way head office, the locations and we always look at the same data.
The accounts and data always remain yours. The Tag Manager account is in your name too.
Part of
Every specialism works for the whole franchise brand.
This specialism is part of Hybrid and On-demand, used for the brand and for every location. Not a franchise, but still have a question? You can also hire us for this on its own.
Frequently asked questions
About analytics.
What belongs in a dashboard?
That depends on your goals. Usually a few key figures (KPIs), the trend over time and a breakdown by channel and by location. Better a few numbers you use than lots you skip.
Which tools do you use?
For tracking, Google Tag Manager and Google Analytics 4. For dashboards, Looker Studio, Power BI and Tableau, among others. We build on what you already use if it works well.
Can you show numbers per location?
Yes, if the website and tracking are set up for it. That’s one of the first things we sort out for a franchise.
Who owns the accounts?
You do. Tag Manager, Analytics and the dashboards are in your organisation’s name. If you stop working with us, you keep everything.
A good conversation first, then a plan.
In one hour we discuss where you stand and which opportunities we see. If we are not the right fit, we will tell you.