Growth machine
Growth foundation
Analytics setup

Analytics setup

Bad tracking means bad decisions. Set up your analytics properly from the start so you know which traffic converts, which campaigns work, and where to focus your budget.

Analytics setup

Table of contents

Introduction
Chapters
Tools
Books
Wiki
Topic
More playbooks
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Introduction

If you don’t track what matters, you end up guessing. Whether it’s a lead form, a demo request or a high-intent page view, your funnel is full of small signals that guide your decisions. But most teams either miss these signals or drown in the wrong ones.

This playbook shows you how to set up tracking that actually helps you grow. You’ll learn how to use Google Tag Manager and Google Analytics 4 to capture key events, clean up your setup and avoid common traps.

It also covers how to connect your website data to other tools in your stack like your CRM. so you can see the full buyer journey. Because without that connection, you’re optimising in the dark.

If you want real visibility into what drives results, and not just pageviews or bounce rates, this is where you start. Clean tracking gives you clarity, and clarity gives you control.

Chapters

1

How to install Tag Manager and GA4

Install Google Tag Manager and Google Analytics 4 correctly. Get the right foundations in place before tracking any events or conversions.

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2

How to decide what to track

Track what matters for growth decisions. Map key conversions, name events with clear conventions, and document tracking specifications.

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3

How to track key conversion events

Set up conversion tracking for real business actions. Track meetings booked, sign-ups completed, key pages visited, and payments made.

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4

How to build reports in GA4

Build useful GA4 reports once your events are tracked. Understand what's working with funnels, segmentation, and automated reporting.

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5

How to filter internal traffic in GA4

Exclude your own IP address from Google Analytics 4. Keep your data accurate and free from internal traffic noise that skews metrics.

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Analytics setup

tools

Google Tag Manager

Google Tag Manager

Free tag management tool that simplifies adding tracking code and pixels to your website without developer help.

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Google Analytics

Google Analytics

Free web analytics platform that tracks website visitors, behaviour, and conversions. Essential for understanding how people use your site and which marketing channels drive results.

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Looker Studio

Looker Studio

Free dashboard tool that pulls data from many sources, great for quick reports and shareable views.

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Amplitude

Amplitude

A digital analytics platform that provides deep insights into user behaviour and product performance through event-based tracking and cohort analysis.

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Books

Lean Analytics

Alistair Croll

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Lean Analytics
Growth leadership
Growth operating system
Lean Analytics

Pick the One Metric that Matters for your stage. Build lean dashboards and use data to decide the next best move.

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Measure What Matters

John Doerr

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Measure What Matters
Growth leadership
Growth rhythms
Measure What Matters

A clear guide to OKRs for growth teams. Write good objectives, choose key results and run cadences that stick.

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My review

Wiki

Multi-touch attribution

Growth leadership
Analytics setup
Multi-touch attribution

Distribute conversion credit across multiple touchpoints to recognise that customer journeys involve many interactions and channels working together.

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Cookie

Growth leadership
Analytics setup
Cookie

Store information in browsers to track user behaviour across visits and enable personalised experiences without requiring login for every interaction.

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First-touch attribution

Growth leadership
Analytics setup
First-touch attribution

Credit the channel that introduced prospects to your brand to measure awareness efforts and understand which top-of-funnel activities start customer journeys.

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Last-touch attribution

Growth leadership
Analytics setup
Last-touch attribution

Assign full conversion credit to the final touchpoint before purchase to identify which channels close deals but miss earlier influences that started journeys.

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Conversion tracking

Growth leadership
Analytics setup
Conversion tracking

Measure which marketing activities drive desired outcomes to allocate budget toward channels that actually generate revenue instead of vanity metrics.

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Event tracking

Growth leadership
Analytics setup
Event tracking

Capture specific user actions in your product or website to understand behaviour patterns and measure whether changes improve outcomes or create friction.

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Attribution model

Growth leadership
Analytics setup
Attribution model

Assign credit to marketing touchpoints that influence conversions to understand which channels work together and deserve budget in multi-touch journeys.

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UTMs

Growth leadership
Analytics setup
UTMs

Track campaign performance precisely by appending parameters to URLs that identify traffic sources, mediums, and campaigns in your analytics.

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Related topic

Growth machine
Growth foundation

Growth foundation

What needs to be in place before any growth tactic actually works?

Explore topic
Analytics setup

Other playbooks

Win bigger deals

Win bigger deals
Sales pipeline
Win bigger deals

Increase the average value of your initial contracts through better packaging, value framing, anchoring, and negotiation.

Read playbook

Convert more pipeline

Convert more pipeline
Sales pipeline
Convert more pipeline

The full journey from first meeting to signed contract. How to improve conversion at every stage of your sales pipeline so more opportunities become revenue.

Read playbook

Sales sequences

Sales sequences
Sales pipeline
Sales sequences

Build and automate sales follow-up sequences that keep deals moving through your pipeline without manual chasing.

Read playbook

Go-to-market strategy

Go-to-market strategy
Growth leadership
Go-to-market strategy

Define your ideal customer profile, craft positioning that differentiates, and choose the channels that reach buyers when they are ready to act.

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Lead qualification

Lead qualification
Marketing funnel
Lead qualification

Build a scoring and qualification framework that separates genuine buying intent from casual interest, so sales invests time where it counts.

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Project delivery

Project delivery
Project delivery

The operational wrapper for every consulting engagement. Covers kickoff, communication rhythms, progress reviews, and handover so nothing falls through the cracks.

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