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Analytics and reporting

The problem with most analytics setups

More data is not the same as better insight.

GA4 is a powerful tool that most businesses are using at a fraction of its capability. A default setup tracks sessions and pageviews - useful, but not enough to answer the questions that matter. Which channel generated this lead? Which landing page converts paid traffic best? What is the actual cost per acquisition across SEO, PPC and social combined? Default tracking doesn't answer these reliably.

The bigger problem is data quality. Events tracked incorrectly, conversions double-counted, sessions attributed to the wrong channel. Decisions made on bad data are worse than decisions made on no data - because at least with no data you know what you don't know. We build analytics setups that you can trust.

0114 360 0420

What we set up

Our analytics and reporting services.

Every analytics project starts from scratch. We don't patch over existing setups that aren't working - we build correctly from the ground up and verify every element before signing off.

GA4 setup and configuration.

A properly configured GA4 property built from scratch. Events defined and implemented correctly, conversions set up accurately, channel groupings that reflect how your traffic actually arrives, audiences configured for remarketing and a data layer structured to capture what matters. We cover everything from initial property setup through to cross-domain tracking and filtered views for internal traffic.

Conversion tracking.

Every conversion point on your site tracked accurately and verified - form submissions, phone calls, purchases, sign-ups, chat interactions. We check each conversion is firing correctly, that data is reaching GA4 reliably and that any connected ad platforms are receiving accurate conversion signals. Enhanced conversions configured where applicable to improve match rates.

Google Data Studio dashboards.

Custom dashboards built in Google Data Studio that surface the metrics that matter to your business. Lead volume by channel, eCommerce revenue by product category, campaign performance over time, organic search trends from Search Console alongside conversion data. Designed to be understood at a glance without requiring a data analyst to interpret, and updated automatically so reporting doesn't take up anyone's time.

Google Search Console integration.

Search Console connected to GA4 and surfaced in Data Studio so you can see organic search performance in context with your other channels. Keyword positions, click-through rates, impressions and landing page performance alongside conversion data - giving you a complete picture of how organic search is contributing to business outcomes.

Tag Manager setup.

Google Tag Manager configured as the foundation for clean, maintainable tracking. All tags, triggers and variables implemented in GTM so tracking can be updated without touching the website codebase. We set up the container correctly, migrate any existing hardcoded tags and document the setup so it can be maintained going forward.

Analytics audits.

A thorough review of your existing GA4 setup identifying data quality issues, misconfigured events, conversion tracking errors, attribution problems and gaps in coverage. Delivered as a written report with a prioritised fix list and our recommendation on whether to fix the existing setup or rebuild. A sensible starting point before making any significant business decision based on your analytics data.

What good reporting looks like

Reporting that drives decisions, not just awareness.

A good analytics setup answers specific questions rather than generating more data to sift through. Before we build anything, we establish what decisions your business needs to make and work backwards from there - what data do you need to make those decisions confidently, and how should it be presented to be acted on quickly.

The businesses that get the most value from analytics are not the ones with the most sophisticated setups. They're the ones with setups that are accurate, focused on the right metrics and presented in a way that makes the answer obvious rather than requiring analysis to find it.

0114 360 0420
Analytics and reporting

What to expect

What a properly configured analytics setup delivers.

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0114 360 0420

Our work

Sites we host for businesses across Sheffield and Yorkshire.

We host websites and applications for businesses across a wide range of sectors. Here are a few of the projects we look after.

5.0 / 5 on Google
We’ve worked with Web & Roll for several years, looking after our website, SEO and online presence, and the results have made a huge difference to our business. Ian, Tom and the team understand what we’re trying to achieve, are always on hand when needed and genuinely care about helping our business grow. Our website and Google presence are now a major source of enquiries for AMPM Property Maintenance. A brilliant Sheffield company and a team we trust completely. Highly recommended. ⭐⭐⭐⭐⭐
Am Pm
We’ve worked with Web and Roll across both SEO and consultancy partnerships and have always found them incredibly knowledgeable, proactive and on the ball. They’re consistently ahead of the latest trends and developments, bringing fresh ideas and valuable insight that genuinely helps us stay one step ahead. The team are responsive, easy to work with and always happy to offer advice when needed. A great company to work alongside and a partnership we really value. Highly recommended!
MorfittSmith Estate & Letting Agent
Great work from the boys at web & roll. We’ve had our new website designed, tweaked and constantly worked on until we got exactly what we wanted. A big thanks!
Russ Lees
Albert Carroll
Had an e-commerce site that wasn’t working correctly. They offered advice and helped us move to a different platform. Thanks so much!
Ellen Carroll
Anybody looking for a website marketing company this is the only company you need to deal with. These guys Ian and Tom know what they’re doing. Very very good and knowledgeable and don’t just take your money and do nothing in return they give excellent service. I was recommended to these guys after going through a very bad experience with another company and I wish I’d found them sooner. Nothing is too much trouble and there always there when I need advice and guidance. I’d give 10 stars if I could!!⭐️⭐️⭐️⭐️⭐️⭐️⭐️⭐️⭐️⭐️
Julie Darby
Max White
We are thrilled with our new website! Excellent collaboration; we had a concept for our new website, and we achieved it and more. With its excellent modern design and quick loading speed, this has advanced our company. We were able to make sure we didn't overlook anything that could significantly improve our enquiries thanks to Web and Roll.
Kathy White
Fantastic job all around! Great person to work with, everything finished to a high standard. Didn’t just complete the work we sent across but also suggested improvements throughout where he could see fit. You can’t ask for more at all
Callum H
I have worked with Ian and Tom for a number of years. They have always been very helpful, explaining everything clearly and responding quickly. Wouldn't hesitate to recommend to others. Steph
Steph Stepney
We have had a long-standing relationship with Web & Roll for several years. They have always been prompt in their response, extremely helpful, and possess great knowledge in their field. They have a clear understanding of our work, priorities, and requirements. For all our web development and online marketing needs, they have proved to be our go-to team. We firmly believe that we have found a committed partner who is always ready to support us and deliver on our online needs.
Antony Scott
A very dedicated team and very professional with great results
Bookings Door 2 Door
Ian created my website a couple of years ago now and did a great job in advising me what to put in it. Since the website went live I’ve had hundreds of enquiries. I would definitely recommend this company if you’re thinking of creating a new website.
Lee Kettlewell
Would definitely recommend thanks if you need any help regarding website problems this company is fantastic went through it on the phone much appreciated
Martin Dickinson
Highly recommend. If you are struggling with anything relating to your website. Professional, excellent communication, great attention to detail and will speak to you on the telephone.
Stella Eden
Brilliant, can’t thank them enough so easy to work with highly recommend
George Baird
Tom and Ian did a great job of designing a new website for our business and providing general advice on how to increase our online presence. In the first month we have seen a marked increase in website traffic and average session duration, and a reduction in bounce rate. We have also received significantly more job applications, new business enquiries and general enquires through our new site compared with our old one.
Kayleigh Overend
We initially used Web and Roll for an SEO campaign which was very successful in achieving our aims. Following on from this Web and Roll have also designed us a new website which we are very pleased with, and run further marketing claims over Google and Facebook. Everyone we have dealt with has been responsive, knowledgeable and professional and we have been very happy with the results.
David Stebbings
Tom and Ian have been first class helping us set up our website and advising us on ongoing SEO and Google Ad campaigns. I recommend them to everyone struggling to get a great website up and running.
Chris
We have used Web and Roll for assistance with a Google Adwords account. I was sceptical at first as I was running it myself, but they clearly know what to do better than I did and I am getting a load more enquiries coming through than I was before. Would definitely recommend
Lee Drummond
Ian and Tom helped me bring my idea alive despite me knowing zero about web design. Approachable, enthusiastic and patient, all great qualities that helped me navigate my way into the unknown world of setting up my own business. They made it seem less scary, and worked with me at my pace, and with my time zone! Come to Florida Ian and Tom first rounds on me. Professional, quality and very reasonably priced. Will absolutely recommend. 5 stars from me.
Zoe Rosai
Tom and Ian not only created my lovely web site, but they are on hand to answer all my daft questions. Thank you.
Jen Coldwell
Absolutely fantastic service buy Tom and Ian. I couldn't ask for better people to make my site for my business for me, they were both constantly In touch and giving creative ideas and advice! Would highly recommend using these again as they were very fast and the cheapest price around....cheers lads.
Gmanp
Tom is amazing! He built me a new site and used key words and marketing that has changed my sales and my ranking on google substantially! l asked Tom if he could get me on the first page of google and he has done that where no one else could before. His rates are reasonable, he is friendly and professional and I highly recommend him!
Rowena Davies

Common questions

Analytics & reporting. FAQs.

The questions we get asked most often about GA4 and analytics setup.

Useful Links

What else we do.