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Data & Analytics

GA4, server-side tracking via Stape, Meta CAPI and Klaviyo events. Built to spec, tested end to end, and able to survive a replatform.

The problem

You can't scale what you can't see.

Most SMEs think they're tracking. They're not. GA4 half-configured, conversions double-counted, nobody actually trusts the numbers. One client's analytics recorded £398 in a month their store took £16,311. That is what a replatform does to tracking nobody owns. We build and maintain the stack: GA4 configured properly, server-side GTM via Stape, Meta CAPI, and events your email platform can trigger reliably. If you need the measurement designed first (what to track, how to attribute, which KPIs matter), that is a Dashon engagement; we implement to the spec and test it end to end.

How it works

The process.

Step 01

Tracking Audit

  • ╌Full GA4 property review - events, conversions, data streams
  • ╌GTM container audit: what's firing, what's broken, what's redundant
  • ╌Cross-device and cross-channel attribution gaps identified
  • ╌Pixel and tag audit across Meta, Google Ads, LinkedIn
Step 02

Clean Implementation

  • ╌GA4 rebuilt with clean event taxonomy and consistent naming
  • ╌Server-side tagging via Stape for first-party data capture
  • ╌Enhanced conversions configured for Google Ads and Meta CAPI
  • ╌Consent mode v2 implemented — compliant and accurate
Step 03

Attribution & Insight

  • ╌Multi-touch attribution model built around your buyer journey
  • ╌Funnel visualisation from first touch to closed revenue
  • ╌Audience segments defined for paid media retargeting
  • ╌Data layer standardised across all marketing touchpoints
Step 04

Reporting & Governance

  • ╌Looker Studio dashboard built to your KPIs — not GA4 defaults
  • ╌Weekly automated reports sent to your inbox
  • ╌Anomaly alerts for traffic drops, conversion rate changes, tag failures
  • ╌Ongoing data hygiene: new pages, campaigns, and events kept in sync
Useful guides

Data & Analytics
guides.

Data And Analytics

GA4 vs Google Analytics: A Comprehensive Comparison

Your analytics have changed, even if your goals have not. If your reports shifted from sessions and bounce rate to events and engagement, you are seeing Google’s most significant measurement shift in years. The move from Universal Analytics to GA4 is reshaping how teams model users, attribute conversions, and connect journeys across devices. This comparison unpacks GA4 vs Google Analytics for practitioners who already understand the basics and need clarity to make confident decisions. You...

Data And Analytics

Mastering Google Analytics Setup: Best Practices Guide

Decisions are only as reliable as the data behind them. If you have migrated to GA4 but still see gaps, inconsistencies, or cluttered reports, it is time to tighten your foundation. This tutorial walks you through google analytics setup best practices that help intermediate practitioners turn a default implementation into a dependable measurement system. You will learn how to structure accounts and properties for scale, configure data streams correctly, and implement consistent event and...

Data And Analytics

Understanding Server Side Tracking: A Comprehensive Guide

What is Server Side Tracking? Firstly, we need to understand what server side tracking actually is. Think of it as a modern approach to managing and collecting website data directly through your websites server instead of relying on a user’s browser (i.e. their phone, laptop ect). Unlike client side tracking, where JavaScript handles data collection and sends it to third-party platforms (meta, google ect), server side tracking centralises this process. This allows for more control over what...

Insights

Mastering the Google Tag Manager Data Layer: Best Practices for UK Businesses

Your tags are firing, but are they telling the whole story? For many UK organisations, the missing piece is a well structured data layer. In this tutorial, we focus on mastering the google tag manager datalayer so you can capture cleaner, consent aware signals and turn them into trustworthy reporting across GA4 and your wider stack. Designed for intermediate practitioners, this guide will show you how to plan a scalable data model tied to commercial KPIs, map events and parameters to...

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