Measurement and tags
How GA4 and the tag manager are set up, purchase and form events, transactions counted twice, campaign parameters missing from the links inside your newsletters.
Service · Digital marketing
Marketing audit
The advertising dashboard shows a flattering return and nothing moves in the bank account. The sales manager is told the campaign is generating enquiries while his team insists half of them go straight to the bin. An audit settles that kind of disagreement with figures: we place the numbers from the ad platforms, from GA4 and from the shop or the CRM side by side and see which version survives. Example: an online sports retailer pushing budget into a channel judged profitable when half its conversions are being counted twice.
Fully remote
no visits, access granted online
Cost per order
worked out channel by channel
Consent
banner and signals verified
Read-only
we never touch your campaigns
Where this service reaches
We pass no judgement on the pictures or the wording. We check whether the numbers somebody is dividing a budget on are trustworthy at all, and what they say once corrected.
Cookie banner and consent
Whether the banner genuinely holds the trackers back before the click, whether consent signals reach the ad platforms, how much traffic drops out of the reports after a refusal. Mistakes run both ways: one exposes you to a reprimand from the CNIL, the other makes you undervalue a channel.
Paid channels
Every platform measured on one scale: cost of an enquiry, cost of an order, margin once returns are taken off. Cost per click settles nothing and does not appear in our conclusions.
Product feed
For shops: the quality of the feed sent to Google Merchant Center and to the marketplaces, rejected items, missing codes, prices that no longer match the page on the site.
Set against actual sales
The conversion count the platforms report, placed next to orders actually paid for or deals opened in the CRM. A wide gap means somebody is optimising against a fiction.
The journey walked by hand
We send an enquiry ourselves, once from a phone and once from a computer, and note what arrives, with which consents attached and how long the reply takes.
Recommendations
A list of fixes with expected effect and effort, ordered so the first of them can be in place inside a week.
The way an engagement runs
Access and data first, analysis and the report after. All of it happens remotely, on accounts opened in read-only mode.
01
Access
We ask for read rights on the analytics, the ad platforms, the mailing tool and the CRM. Nothing is altered without your agreement in writing.
02
Checking the measurement
We start by testing collection. Analysing channels on damaged data would amount to billing you for nothing.
03
Analysis
Spend and sales matched over the same period, channel by channel, returns and cancellations included.
04
Walkthrough
We go through the report with you and, if you wish, with your agency, in an online meeting.
The most expensive mistake is still a campaign optimised against the wrong event. The platform records as a conversion a thank-you page that also fires on a refresh, or a plain click on an email address. The algorithm then sets out to find people who click and do not buy, and the budget grows in step with the empty conversions.
Questions and answers
Yes. We compare the cost of on-platform advertising with the commission and the real margin, pick out the listings that spend without returning anything, and set all of it against your own shop. Part of a catalogue sometimes does better sold in a single place.
To confirm or to disprove that on the evidence. An agency almost never has access to the CRM and therefore cannot see what becomes of an enquiry after the click. We follow the whole journey and have no interest in defending one campaign over another.
Some drop is unavoidable and entirely legitimate; half usually points to a badly built banner or missing consent signals. We check what modelling can lawfully reconstruct and whether the banner discourages acceptance more than it needs to, while staying inside the CNIL guidance.
The report is the foundation. Fixes to tags, to the banner or to the integrations we can apply afterwards at EUR 95/hour excl. VAT or for an agreed sum. Tuning the campaigns themselves stays with your agency, which is its trade.
Usually one to two weeks once access is open, depending on the number of channels and on whether a CRM exists. The exact timetable is stated before we start, and nothing is billed beyond what was stated.
Find out where the advertising budget goes
Tell us which channels you use and what you spend each month. We will propose a scope for the audit and a starting date.
When we are around
Weekdays, 8:00 to 18:00 CET; answers land inside one working day
Weekdays, 8:00 to 18:00 CET; answers land inside one working day
Talking it through
A call on Teams or Google Meet, whenever writing is not enough
A call on Teams or Google Meet, whenever writing is not enough
Message received
An answer follows inside one working day. Report an outage that is stopping people working and it moves ahead of everything else.
- Anything unclear gets asked. Where a figure needs detail we do not have, expect an e-mail or an offer of a short call on Teams or Google Meet.
- A proposal follows. What is covered, the figure in euros excluding VAT, and a start date that will hold. Nothing hides beneath an asterisk.
- Then it is your call. The proposal sits in your inbox for as long as you need. Query any line of it, and decide once you are satisfied.