Analytics & Conversion Tracking
Plenty of data, not many answers
Most sites are collecting data from the day they launch. The trouble is what that data can and can't answer. Pageviews say the site is busy, but not whether the campaign that filled it brought buyers or passers-by, and not where the people who nearly enquired gave up.
We help teams measure the things decisions actually depend on, so the question of whether it's working has a real answer.
What is website conversion tracking?
Analytics records what happened on a website. Conversion tracking connects it to what the site is for: which visitors enquired, booked or bought, and where the rest dropped away. Most B2B sites have the first without the second, which is why the dashboard can be full while the decisions still run on instinct.
How we work
We start with the decisions you need to make, and work backwards to the events that would inform them. Usually that means form submissions, the clicks that lead to them, and the pages that do the persuading in between. PostHog handles behaviour and session replay, GA4 sits alongside it where advertising needs it, and everything runs as one property across your domains, so a visitor stays one person from first visit to enquiry.
Case study: nxzen
nxzen's site was built so tracking is in the foundation, not bolted on: site-wide UTM capture passed into forms, GTM and GA4 validated end to end, and HubSpot segmentation so every lead carries its source into the CRM.
What's included
Analytics and conversion tracking is included in Development builds and in the Optimisation retainer. It covers a tracking plan built from your goals, PostHog and GA4 set up in Webflow, form and CTA events, funnels and dashboards, session replay, cross-domain tracking, UTM conventions, and a short guide so your team can read it all without us.
Outcomes
Improvement conversations start from a number instead of a hunch, and campaigns get judged on the enquiries they produced rather than the clicks they collected. Most usefully, the site becomes something you can improve in small measured steps, rather than something you can only redesign.