Google Analytics 4, set up to answer real questions
GA4 hands you a lot of data and very little of it useful straight out of the box. A default install counts pageviews, misses the actions tied to revenue, and looks nothing like the Universal Analytics you knew. We configure GA4 around the decisions you actually need to make, so the numbers mean something.
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GA4 isn't the analytics you were used to
When Google retired Universal Analytics, it didn't just change the name. GA4 runs on a different model underneath. Everything is an event now, sessions are counted differently, and metrics teams had trusted for years either moved, changed meaning, or disappeared. That is why so many people open GA4, recognise almost nothing, and quietly go back to guessing.
The payoff of that new model is real. GA4 can follow a customer across devices, brings app and web together, and connects straight to BigQuery for analysis the old version never allowed. None of it happens on its own, though. A property left on its defaults will happily gather months of data that nobody can use.
So we treat GA4 as an implementation project, not a box to tick. What are you trying to measure? Which actions genuinely matter to the business? How should a conversion be defined here? We answer those first, then build the property to report exactly that.
13+
Years working in analytics and measurement
98%
Client retention over the last decade
1700+
Projects delivered for international clients
What we do with Google Analytics 4
From a first clean setup to a BigQuery-backed reporting stack, here is the work we take on.
Setup & UA Migration
A clean GA4 property built from a measurement plan, or a rescue of one that was rushed live when Universal Analytics shut off. We recreate the goals and reports that mattered, mapped to how GA4 actually works.
Event & Conversion Tracking
GA4 only measures what you tell it to. We define and implement the events and key events that map to real outcomes, signups, form fills, purchases, calls, so your reports follow money, not just traffic.
Ecommerce & Funnel Reporting
The full GA4 ecommerce event set, from view_item to purchase, wired to a clean data layer, plus funnel exploration that shows exactly where shoppers drop off between the product page and the thank-you screen.
Explorations, Audiences & Segments
The genuinely powerful part of GA4 lives in Explorations. We build the funnels, path analyses, cohorts, and audiences that answer specific questions, then hand them over as reports your team can reuse.
BigQuery Export & Advanced Analysis
Connect GA4 to BigQuery for raw, unsampled, fully-owned data. That opens the door to true lifetime value, custom attribution, and the kind of analysis the standard reports simply cannot reach.
Dashboards & Reporting Automation
GA4 data pulled into clean Looker Studio dashboards your team will actually open, refreshed on their own, so the weekly report stops being something a person has to rebuild by hand every Monday.
GA4 is where the questions start. BigQuery is where they get answered.
Standard GA4 reports sample your data, keep the detail for a limited window, and answer only the questions Google built in. Ask something specific and the interface pushes back. Connecting GA4 to BigQuery takes that ceiling away.
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Raw and unsampled: every event, kept for as long as you choose, so year-over-year questions still have data behind them.
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Any question, not just the built-in ones: if you can express it in SQL, you can answer it.
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A foundation for lifetime value, custom attribution, and predictive work, all built on data you own outright.
How a GA4 project runs with us
1. Agree the measurement plan
Before touching a setting, we pin down what matters: the actions, conversions, and questions that should drive your reports.
2. Implement & configure
Events, key events, ecommerce, audiences, and settings, built to that plan and, where it helps, wired through Google Tag Manager.
3. Validate against reality
We test events in DebugView and reconcile GA4 against your orders and CRM, so a conversion in GA4 matches a real one in your business.
4. Dashboards & handover
You get the reports and dashboards you'll genuinely use, with documentation and the option of ongoing support.
GA4 is free. Getting the truth out of it isn't automatic.
We have worked in analytics since the Universal Analytics days, right through the messy GA4 transition, on live stores where a wrong number turns into a wrong decision. We know the places GA4 quietly misleads people, and how to make it behave.
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Analytics specialists, not generalists. Measurement is the core of what we do, not a service we tacked on.
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We connect the whole stack. GA4, Tag Manager, your ad platforms, and BigQuery working as one system rather than four disconnected tools.
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We answer to your numbers. A report only counts when it matches what actually happened in your business.
Questions clients ask us
Straight answers to the things people usually want to know before they start.
GA4 is free, so why would I pay for setup?
The tool is free. Trustworthy data is not automatic. A default GA4 property collects plenty that nobody can act on and misses the events that tie to your revenue. What you're paying for is a setup that answers your questions rather than one that just fills up with numbers.
We migrated from Universal Analytics and the numbers don't match. Is something broken?
Usually nothing is broken, GA4 simply counts differently. Sessions, users, and conversions are all defined in new ways, so a side-by-side comparison with the old figures will never line up cleanly. We explain where the gaps come from and make sure GA4 is measuring the right things going forward, instead of chasing numbers that no longer exist.
GA4 confuses everyone on our team. Can you make it usable?
Yes, and that's a big part of this work. We build the Explorations and Looker Studio dashboards that turn GA4's dense interface into a handful of clear reports your team can read at a glance, without needing to learn the platform first.
Do we really need BigQuery?
Not always. If GA4's own reports answer your questions, you may not need it yet. If you want true lifetime value, custom attribution, or data you fully own and keep, BigQuery is the step that gets you there, and switching on the export itself costs nothing.
Can you track our ecommerce store properly in GA4?
Yes. We implement the full GA4 ecommerce event set on Shopify, WooCommerce, and custom platforms, tied to a clean data layer, so revenue, products, and every checkout step report accurately instead of approximately.
Is GA4 compliant with GDPR and consent rules?
It can be, with the right setup. We implement Consent Mode v2 and configure data retention and collection so GA4 respects a visitor's choices and regional rules. Compliance is built into the implementation, not patched on at the end.