Numbers you can make decisions with.

A Google Analytics agency helps you collect accurate data and turn it into useful decisions. At Vertical that covers audits, GA4 implementation, Google Tag Manager, measurement planning, event and ecommerce tracking, consent mode, integrations with advertising tools and reporting. Because we also run paid media, email, SEO and websites, we set up analytics around how your marketing really works, so the numbers support every channel rather than living in isolation.

GA4 is the current version of Google Analytics. It measures everything as events, which makes it more flexible across websites and apps, and it reports on key events rather than the goals used in older versions. It also offers deeper links with Google Ads and BigQuery. The flexibility means setup matters more than ever: without a clear plan, GA4 can collect lots of data that answers very few useful questions.

Google Tag Manager lets you manage analytics and advertising tags in one place without editing your website code for every change. It makes tracking faster to update, easier to test and safer to maintain. A well organised container, with clear naming and version notes, means your team can see exactly what is running on the site and why. We set it up properly and document it, so it stays tidy over time.

That depends on what matters to your business. Most sites benefit from tracking form submissions, sign-ups, key clicks, file downloads and video engagement, while ecommerce sites need the full journey from viewing products to purchase. We start by agreeing the questions you want answered, then write a measurement plan that defines each event, its parameters and which ones count as key events, so tracking stays focused and consistent.

Consent mode adjusts how Google tags behave based on whether visitors accept cookies. When consent is given, tags work normally; when it is declined, tags hold back and Google can model some of the missing data. If you advertise with Google and use a consent banner, it is an important part of a compliant setup. We configure it with your banner, test it carefully and check it as rules and tools change.

Small differences between GA4, advertising platforms and your sales system are normal, because each counts visits, clicks and conversions differently and attributes credit in its own way. Large differences usually point to setup problems, such as duplicate tags, missing events, broken cross domain tracking or consent settings. We investigate the causes, fix what can be fixed and document what remains, so your team understands which number to use for which decision.

Yes. Linking GA4 with Google Ads lets you share key events and audiences, so campaigns can optimise from your analytics data. Linking with Search Console brings organic search queries into view, and exporting to BigQuery gives you raw data for deeper analysis or combining with other sources. We set up the links that suit your needs, check that data flows correctly and make sure each tool is reporting the same events.

Yes. We build reports in GA4 and dashboards in Looker Studio around the questions your team actually asks, from daily performance checks to monthly reviews for leadership. Definitions are agreed up front, so everyone reads the numbers the same way. We keep dashboards focused rather than crowded, and we review them with you regularly, so they stay useful as your marketing and priorities change.

A focused setup for a straightforward website can be completed quickly, while larger sites with ecommerce, several domains, apps or complex consent requirements need more time. We agree a clear plan covering the audit, measurement plan, implementation, testing and reporting, so you know what to expect at each stage. Time spent on planning and testing pays back quickly in data that people trust and use.

Start with a conversation about what you need your data to tell you. If you already have GA4 and Tag Manager, we usually begin with an audit of your property, container, consent setup and reports, then share a prioritised plan. If you are starting fresh or rebuilding, we scope the measurement plan and implementation. Either way, we will tell you plainly what needs fixing first and why.