How analytics differs from looking at reports
A report shows that visits dropped by a third. Analytics tells you why: one ad channel declined, a form broke on mobile, or demand shifted. The difference is that we start with a business question, not with charts.
What you get from us isn't a GA4 export but a document with findings: what's happening, how confident we are, and what we recommend changing. Every finding is backed by data you can verify yourself.
Who needs web analytics
- companies with a significant ad budget that want to know which campaigns bring in customers, not just clicks;
- online stores with plenty of visitors but few purchases, or where sales suddenly started to fall;
- sign-up-based services that need to understand why people register but never start using the product;
- teams planning a redesign who want to fix what actually gets in the way, not what merely looks outdated.
If your site gets very little traffic, statistically sound conclusions aren't possible: a few leads more or less is just noise. In that case it's more useful to start with qualitative methods, such as session recordings and customer interviews, or to grow traffic first.
One-time audit or ongoing analytics
A one-time audit gives you a snapshot: data quality, the biggest funnel leaks, and a channel assessment. The upside is a clear result and an action list. The downside is that it captures a single moment, and the picture may change after updates to your site or ads.
Ongoing analytics fits when you're constantly launching ads, promotions, and new pages. We monitor your metrics, explain changes, and measure the impact of new initiatives. The upside is that decisions are made on fresh data. The downside is that it's continuous work, which only makes sense if someone on your team can implement the recommendations.
How we check data quality
Any analysis built on bad data leads to wrong decisions. That's why the first step is to verify what's already being collected:
- whether the number of orders and leads in analytics matches your CRM or accounting system;
- whether events are counted twice and whether actions that mean nothing to the business are marked as key events;
- whether payment providers, email clients, or your own domain are “stealing” sales in source reports;
- whether visits are tracked across subdomains, for example when checkout or the customer account runs on a separate address;
- whether ad campaigns are tagged correctly so you can see which one brought each visitor.
If we find serious issues, we suggest fixing them first. Otherwise, the conclusions would rest on an incomplete picture.
Where customers most often drop off
- The landing page doesn't match the ad. Someone clicked on a specific offer but landed on the homepage and couldn't find what they were looking for.
- The mobile experience. The form is hard to fill out on a phone, a button is hidden behind a banner, or the page takes too long to load.
- Checkout. Unnecessary fields, mandatory account creation, or an unexpected shipping cost at the last step.
- No answer to the key question. The visitor can't find the price, terms, delivery times, or a way to get in touch, and leaves for a competitor.
Tools we use
Our main source is Google Analytics 4: traffic sources, events, funnels, and ecommerce. For organic search, we add Search Console, which shows the queries your site appears for in Google and the pages that are losing impressions.
To understand not just “how many” but “why,” we use session recordings and heatmaps in Microsoft Clarity or Hotjar. Sales data comes from your CRM or accounting system, and spend data from your ad accounts. When there's a lot of data that needs to be combined regularly, we export it to BigQuery and build reports in Looker Studio.
We choose the tool to fit the question, not the other way around: sometimes a single spreadsheet is enough to get the answer, and an expensive service wouldn't add anything new.
What to prepare for the analysis
- view access to GA4, Search Console, and your ad accounts;
- data on actual sales or leads from your CRM, even just an Excel export;
- information about major changes: redesigns, ad launches and pauses, promotions, price changes;
- the questions you want answered, even if they're only roughly formulated.
How to measure the value of analytics
Analytics doesn't grow anything on its own; results come from the changes you make based on it. That's why every recommendation comes with a metric that shows its impact: the share of visitors who reach the cart, the number of leads from mobile, or the cost per lead from a specific channel.
Major changes are best rolled out gradually or evaluated by comparing periods with seasonality in mind. That way you can see that the change itself worked, rather than, say, coinciding with the start of the season. If you have enough traffic, the most reliable method is to show two versions of a page to different visitors at the same time and compare the results.
What affects the cost of an analysis
- Scope of questions: one specific problem or a full audit of all channels and funnels.
- Number of data sources: GA4 only, or also your CRM, ad accounts, and offline sales data.
- State of your setup: whether we can work with the data right away or need to fix data collection first.
- Deliverable format: a findings document, a dashboard, or regular reports with commentary.
FAQ
We already have reports in GA4. Why do we need an analyst? Reports show numbers, but they don't explain the reasons or tell you what to do. An analyst combines data from different sources and turns it into concrete decisions.
Will you implement the recommendations? We can. We have designers, developers, and marketers on staff, so interface changes, website updates, or UX design can all be handled by the same team. That said, we write recommendations so your own team can implement them too.
How much data do you need to draw conclusions? It depends on traffic. For a large store, a short period is enough; for a site with a small number of leads, we need to look at a longer time frame and supplement the numbers with qualitative methods.
Do we need session recordings? Not necessarily, but they show very clearly what's getting in people's way. Tools like Microsoft Clarity are free and can be connected through Tag Manager.
Why Promodex
Since 2015, we've launched 750+ projects, so we see websites from both sides: how they're built and how they perform afterward. Our analysts work alongside developers, designers, and marketers, so every recommendation is immediately checked for feasibility. We explain our findings in plain language and are upfront about where the data isn't sufficient for a confident answer.
