Free tracking check
Find out whether the figures you make decisions on can be trusted.
- Your Google Analytics 4 and tag setup
- Whether form and phone enquiries are each recorded once
- Whether your ad platforms and analytics tell the same story
Marketing analytics
& measurement.
Understand where your enquiries come from and how your marketing is performing. We review your tracking and reporting to help you decide where to focus your marketing budget.
Tracking and reporting tools
See where your enquiries come from
You need to know which parts of your marketing bring in the customers you want, and what each enquiry costs. That gets hard when your advertising account, your website analytics and your sales records each tell a different story.
We bring those figures together, separating visits, enquiries and sales where your data allows. For an installer, that usually means calls and quotation requests. For a manufacturer, sample requests and trade account enquiries matter too.
| Day 1, Google advert: Clicks your advert and reads your education projects page | Day 6, LinkedIn: Sees your post about a finished academy roof, without clicking | Day 9, Search: Searches your name, comes back and downloads your guarantee | Day 9, Contact form: Sends the form, pressing submit twice on a slow page | Day 12, Phone: Calls the number on your website to book a survey | Day 41, Order: Signs off a £72,000 roof replacement | What the report says | |
|---|---|---|---|---|---|---|---|
| Google Ads | Recorded | Not recorded | Not recorded | Recorded twice | Not recorded | Not recorded | 2 conversions. The form was counted twice. The call and the order never reach the account, so the campaign is judged on a number that’s double the truth and blind to the result. |
| Google Analytics | Recorded | Not recorded | Recorded | Recorded | Not recorded | Not recorded | 1 enquiry, from organic search. It credits the visit just before the form, so the advert that started everything gets no recognition. The phone call isn’t tracked at all. |
| Your CRM | Not recorded | Not recorded | Not recorded | Not recorded | Recorded | Recorded | Phone enquiry. Source unknown. Won £72,000.. Your sales team knows the order is real, but not what started it. |
| Day 1, Google advert: Clicks your advert and reads your education projects page | Day 6, LinkedIn: Sees your post about a finished academy roof, without clicking | Day 9, Search: Searches your name, comes back and downloads your guarantee | Day 9, Contact form: Sends the form, pressing submit twice on a slow page | Day 12, Phone: Calls the number on your website to book a survey | Day 41, Order: Signs off a £72,000 roof replacement | What the report says | |
|---|---|---|---|---|---|---|---|
| Google Ads | Recorded | Not recorded | Not recorded | Recorded | Recorded | Recorded | 1 form, 1 call, 1 order worth £72,000. Each action counted once. The won order is matched back to the campaign, so the bidding learns from work won rather than form fills. |
| Google Analytics | Recorded | Not recorded | Recorded | Recorded | Recorded | Not recorded | Advert, return visit, download, form and call. Every visit and action recorded once, including the call from the website, so you can see the whole route to the enquiry. |
| Your CRM | Recorded | Not recorded | Recorded | Recorded | Recorded | Recorded | From the education roofing campaign. Won £72,000.. The source travels with the enquiry, so your sales and marketing figures finally agree. |
Three systems, three different answers, and none of them shows that your advert started a £72,000 job.
One enquiry, one story. You can see what started it, what it cost to win and what the work was worth. The LinkedIn post still doesn’t appear anywhere, and a good report says so rather than pretending otherwise.
One enquiry, followed through three systems
How it’s often tracked
Three systems, three different answers, and none of them shows that your advert started a £72,000 job.
With tracking joined up
One enquiry, one story. You can see what started it, what it cost to win and what the work was worth. The LinkedIn post still doesn’t appear anywhere, and a good report says so rather than pretending otherwise.
Website and campaign tracking
Missing or duplicate records make your campaigns look better or worse than they really are. We check how your website records the actions that matter, such as form submissions, calls, bookings and purchases, and fix the gaps and errors we find.
That can include Google Analytics 4, Google Tag Manager, call tracking and the connections to your advertising accounts and CRM. We work with the systems you already have, so you know where every figure comes from and what it includes.
What a tracking review usually finds
A form that counts twice
Someone presses submit again, or reloads the thank-you page, and your campaigns look twice as good as they are.
Calls that aren’t tracked
Your most serious enquiries often arrive by phone. Without call tracking, the campaigns that produce them look weaker than they are.
A booking or quotation tool on another website
Visitors lose their source halfway through, so good enquiries show up as direct traffic with no campaign attached.
Cookie consent that isn’t connected
Tags either fire without permission or stop recording altogether. Neither is something you want to find out about from a complaint or a gap in last year’s figures.
No enquiry source in your CRM
Sales can see the order and marketing can see the click, but nobody can join the two.
Old and duplicate tags
Visits counted more than once, conversions recorded by two systems, and a slower website for every visitor.
If any of these sound familiar, they’re worth checking before your next budget decision.
Ask us to check your tracking
EYG: a website and search health check
EYG has made and installed windows, doors, conservatories and garden rooms across the North for more than 50 years. When its online performance slowed after the lockdown boom, it asked Eurocell for support, and Purplex was brought in to run a website and digital health check.
The analysis showed something the trading figures had hidden. Website performance had been declining steadily since July 2021, but in such a buoyant market it hadn’t been addressed. Our web developers, SEO specialists and UX designers worked through the site together and presented their recommendations to EYG’s team in August 2023. EYG put all of them in place shortly afterwards.
Timeline ending in December Swipe to follow the timeline →
Strong trading can hide a website that’s slowly losing ground. Measuring the right things regularly shows you while it’s still easy to put right.
- Top five positions
- 840
- 1,421+69%
- Positions six to ten
- 605
- 1,071+77%
- All tracked positions
- 10,817
- 21,789+101%
Reporting that helps you plan your budget
You need to know when to back a campaign that’s working and when to stop putting money into one that isn’t. We explain your figures against your campaigns and business priorities, and help you decide where your budget will do more.
Some businesses need a dashboard across several campaigns. Others need a short monthly report on enquiries, cost and work won. Either way, the gaps are explained alongside the figures, including sales that happen offline or can’t be confidently linked to one channel.
Every report should end with what happens next. If it doesn’t change a decision, it isn’t worth the time it takes to read.
Your monthly reportSeptember
Decisions for October
9 of September’s 12 sample requests from architects came through the specification guide campaign.
Move £600 from display advertising to the specification guide campaign.
4 in 10 people who start the sample request form on a phone don’t finish it.
Fix the sample request form on mobile.
Trade account openings and homeowner enquiries are counted as one figure.
Report trade account openings separately from homeowner enquiries, so each is judged on its own terms.
Questions about tracking and reporting
If your question isn’t here, call or email and ask us directly.
Tell us what you can’t answer yetCan you connect marketing reporting to our CRM?
We review your CRM and the data available to see what can be connected. Where a connection is practical, it can help you follow enquiries beyond your website and into later sales stages. The options depend on your platform and existing setup.
Can you show which marketing brings in sales?
Where reliable sales and campaign data can be connected, we report on that relationship. Not every sale leaves a complete record: someone may visit your website several times, receive a recommendation and then phone you. We explain what your data can show and where that connection is uncertain.
Can we use our existing reports and dashboard?
We start with the reports you already use. They may need changes to the tracking, the way information is organised or the explanation of the results. A new dashboard is an option where it would give you a clearer view across several sources.
Do we need Google Analytics 4?
You need something recording what people do on your website, and for most businesses that’s Google Analytics 4. If you already use another platform, we’ll work with it where it records what you need.
How does cookie consent affect tracking?
Visitors who decline cookies can’t be tracked in the same way, so some data will always be missing. Setting consent up properly keeps you within the rules and lets tools that support it estimate some of the gaps.
What do you need from us to start?
Access to your analytics, tag manager and advertising accounts, someone who knows what happens to an enquiry once it arrives and, if you have one, a view of your CRM. We’ll confirm exactly what’s needed before we begin.
Know which marketing is bringing in the work.
Talk to a specialist
Tell us what you need and where it’s stuck. We’ll come back to you within one working day with the right person for the job.
A specialist replies within one working day. You’ll hear from someone who knows construction, building products and home improvement.
Tell us about your marketing measurement.
Tell us what you want to understand about your marketing and which reports you use now, and we’ll show you where clearer tracking or reporting would help.