Tracking, consent and eCRM
25 years of getting this right, often after someone else didn't.
Tracking that's accurate. Consent that's compliant. CRM that does its job.
Most tracking projects don't fail because the tools are too complicated. They fail because nobody owned the join between the website, the consent banner, the analytics platform, the marketing automation system and the ad platforms. Whoever sets that up shapes the data every other decision in your business gets made on.
We've spent years cleaning up tracking setups that looked fine on the dashboard but were quietly under-reporting conversions by double-digit percentages. Honest tracking is harder than the demos make it look. Done properly, it's the single highest-leverage thing we do.
Three reasons to get this right
This is the discipline with the highest cost of getting it wrong, because the cost is usually invisible until someone asks the right question.
Commercial performance
Bad tracking means bad decisions. Campaigns optimised against the wrong signals, budgets allocated against under-counted conversions, A/B tests called too early because the data plumbing leaks. Get this right and every downstream marketing pound works harder.
Legal compliance
UK GDPR, ePrivacy, and the rest of the patchwork. Consent has to be properly captured, properly stored, properly respected. Get this wrong and you're carrying real regulatory and reputational risk.
Google Ads now actively checks your site's consent handling. If your Consent Mode v2 isn't set up properly, Google starts modelling rather than measuring, your conversion data degrades, smart bidding gets less smart, and your ROAS quietly drops. Most marketing teams find out months after the damage is done.
What we cover
These three things have to be designed together. Treat them as separate vendor problems and the joins start leaking.
Tracking and analytics
GA4 done properly, not just installed. Event design that maps to commercial outcomes. Server-side tagging where it earns its keep. Data layer architecture that doesn't fight your CMS.
Consent management
A compliant CMP, properly integrated with your site. Google Consent Mode v2. Cookie audits, consent records, the legal evidence trail. Done so the data you collect is both compliant and usable.
eCRM and marketing automation
HubSpot, Salesforce, Mailchimp, Marketo, Klaviyo and the rest. The data flows between your site, your CRM, your ad platforms and your email tools. Lifecycle programmes, lead routing, attribution. The plumbing that turns visitor data into commercial outcomes.
Web development clients
How we work
1. Audit
Where is the data going, what's it saying, and how does that compare to what should be happening?
2. Diagnose
Separate the live problems from the legacy noise. Prioritise by impact on commercial decisions.
3. Fix the foundations
Consent first, then data layer, then analytics, then integrations. In that order, because each layer depends on the one below.
4. Verify
Conversion counts reconcile across the website, GA4, ad platforms and CRM. Consent records hold up to a privacy audit.
5. Document
A working diagram your team and your future agency can use, so the next person to touch this doesn't break it.
6. Maintain
This stuff drifts. Browser policies change, platforms update, your site evolves. We monitor and maintain so it stays right.
When the previous setup is broken
A meaningful share of our tracking work starts as a rescue. A previous agency moved on. A platform migration broke something invisible. A consent banner got swapped without anyone realising it was load-blocking the analytics tag. We pick this work up regularly and have a settled process for it.
Typical rescues take two to six weeks of focused work. The result is usually a measurable uplift in reported conversions (because you were under-counting before), a cleaner consent compliance position, and a marketing team that can finally trust its dashboards. For clients running heavy paid media, the difference is often double-digit improvements in attributed performance.
If you're not sure whether your current setup is sound, the fastest test is to ask whoever owns your Google Ads account whether they've seen consent-related warnings in the last six months. If yes, your setup needs attention.
What it looks like in practice
Common questions
Will you replace our current CMP, CRM or analytics setup? Not unless we should. If your current tools are doing the job, we'll keep them and fix the joins. If they're not, we'll tell you which one to change and why.
How quickly can you fix a broken setup? Most rescues take two to six weeks of focused work to get the data clean and the consent compliant. Edge cases take longer. We'll scope honestly after a short audit.
Can you work with our in-house team or our other agencies? Yes. Most of our tracking and consent work is collaborative, including with paid media agencies, performance agencies and in-house marketing teams. We're explicit about who owns what.
Do you handle ongoing monitoring after the fix? Yes. Browser policies, platform updates and site changes all cause tracking to drift. We monitor, alert and maintain so problems get caught quickly rather than discovered six months later.
Let's chat. Tell us a bit about your project.
If you prefer to speak with someone, call 01202 203160 or if you'd like to book a 30 min meeting to see if we can help just let us know and we'll arrange a call with one of our Directors.