Website analytics and tracking that shows which marketing creates value
Website analytics and tracking services for SMEs across the UK and Ireland. Replace measurement blind spots with a clear view of how people arrive, what they do and which marketing helps create valuable enquiries, bookings or sales.
Reliable measurement – Clear attribution – Better decisions
Are enquiries happening without a reliable source or journey?
Do your dashboards disagree—or show activity without commercial meaning?
Could broken tags, consent settings or missing events be hiding performance?
Marketing becomes expensive when the numbers cannot be trusted
When analytics is incomplete or inconsistent, businesses can spend more without learning more. Website analytics and tracking exposes missing events, duplicated tags, unclear campaign naming and poor lead tracking before they distort decisions.
Valuable actions are not measured
A form submission, phone call, booking or sale cannot guide decisions if it is missing, duplicated or recorded without the context that gives it commercial meaning.
Marketing channels receive the wrong credit
Inconsistent campaign links, self-referrals, cross-domain gaps and different attribution rules can make platforms claim the same result or hide the journey that influenced it.
Reports show activity, not outcomes
Page views, clicks and engagement can look reassuring while the business still cannot see qualified enquiries, revenue, lead quality or the cost of acquiring a customer.
Tracking changes without governance
Website analytics and tracking can quietly break when tags are added by different suppliers over time without clear ownership, naming standards and verification after website or consent changes.
Connect every important customer action to evidence your business can use
Silverback connects website analytics and tracking with GA4, Tag Manager, advertising platforms, consent signals and lead outcomes so measurement supports real commercial decisions—not disconnected dashboards.
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Define the commercial actions, customer journeys and questions that measurement must answer.
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Inspect accounts, access, tags, events, destinations and platform configuration.
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Validate campaign parameters, referrals, cross-domain journeys and lead capture.
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Review consent-aware deployment, data quality and implementation risks.
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Create a 90-day roadmap with ownership, verification and useful reporting.
Website analytics and tracking services built around dependable decisions
Website analytics & measurement audit
Know where enquiries come from—and which marketing deserves more budget
Complete a commercially focused analysis of your website analytics, events, key actions, access, consent behaviour and data quality so the biggest measurement risks are understood.
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Analytics accounts, access and configuration
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GA4, Tag Manager and key-event review
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UTM, campaign and attribution observations
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Consent, referral and cross-domain checks
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Lead, form, call and CRM observations
Marketing tracking & attribution
Build a dependable measurement foundation
Connect campaign parameters, advertising platforms, forms, calls and available lead or revenue outcomes so reporting gives a more useful view of marketing performance.
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Clear event and conversion definitions
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Consistent campaign naming and UTMs
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Consent-aware tag deployment
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Reconciled lead and revenue signals
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Dashboards for commercial decisions
MEASURE WHAT MATTERS
Reliable tracking turns visits, campaigns and enquiries into a clear commercial picture
Dependable analytics does not mean collecting everything. It means defining the customer actions that matter, measuring them consistently and understanding the limits of attribution before budget decisions are made.
01 Define
02 Audit
03 Repair
04 Use
01 Define
Agree the qualified enquiries, calls, bookings, purchases and supporting actions that reflect genuine progress through the customer journey.
02 Audit
Inspect accounts, permissions, tags, events, consent behaviour, campaign data and destination reports to identify gaps, duplication and conflicting definitions.
03 Repair
Repair or clearly specify priority events, tag deployment, referrals, cross-domain journeys, UTM standards and lead connections; then verify the result.
04 Use
Create reporting that answers commercial questions, monitor data quality and use the evidence to improve marketing, customer journeys and budget allocation.
A PRACTICAL FIRST STEP
A focused assessment for a standard SME website, combining analytics configuration, Tag Manager, valuable actions, advertising and campaign tracking, consent behaviour, referrals, cross-domain journeys and available lead connections. Complex ecommerce, apps or multi-domain estates are quoted after the free consultation.
Digital Growth Audit
Price £595 fixed
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Analytics account, property and access review
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GA4, Tag Manager and key-event implementation review
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Marketing channel, UTM and attribution observations
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Consent, cross-domain and referral tracking observations
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Lead, form, call and CRM measurement observations
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Prioritised 90-day measurement roadmap and findings call
Prefer to talk through the tracking concerns first?
Book a free analytics & tracking consultation
UX audit & CRO
Use behaviour evidence and dependable conversion measurement to find the points where visitors hesitate, leave or fail to complete a valuable action.
Paid advertising
Connect campaign setup, platform events and lead outcomes so paid media can be judged by commercial value—not each platform’s most flattering number.
01 Define the commercial questions
We agree the business questions, priority journeys, marketing channels and customer actions that the measurement must support.
02 Inspect end-to-end tracking
We follow the data from campaign click and landing page through website behaviour, consent, forms, calls and available lead or revenue systems.
03 Repair priority gaps
We prioritise the gaps that create the greatest commercial risk, then implement agreed repairs or provide precise requirements for your developers and suppliers.
04 Report and improve
We verify the important events, build useful reporting and monitor data quality so future decisions are made with clearer evidence.
Useful measurement before impressive dashboards
Silverback starts with the decisions your business needs to make, then works backwards to the minimum dependable data required. The objective is not an impressive dashboard full of numbers—it is measurement that helps you understand performance, protect budget and take the next action with confidence.
Reliable data
Use consistent events, definitions, permissions and verification so important numbers can be trusted enough to inform a decision.
Clearer attribution
Explain what each platform can and cannot claim, reconcile obvious conflicts and report journeys with appropriate context rather than false precision.
Better budget decisions
Identify wasted spend, stronger channels, conversion gaps and measurement priorities so time and budget move toward commercially useful work.
Website analytics measures how people arrive, move through a website and complete meaningful actions. Marketing tracking connects those actions with campaigns, channels and platforms where the available evidence supports that connection.
The work can include analytics configuration, event definitions, Tag Manager, campaign parameters, consent behaviour, advertising tags, forms, calls and available lead or revenue outcomes.
The fixed-price audit covers a standard SME website: account and access checks, GA4 and Tag Manager, key events, campaign and UTM observations, consent behaviour, referrals, cross-domain journeys and lead-measurement opportunities.
You receive prioritised findings, a 90-day measurement roadmap and a findings call. A free analytics and tracking consultation comes first to confirm that the audit is appropriate.
Platforms can use different attribution models, lookback windows, time zones, identities and rules for clicks, views and consent. Browser restrictions, ad blockers and cross-device journeys create further differences.
The goal is not to force every report to match. It is to understand the reasons, correct genuine implementation errors and agree which source answers each commercial question.
Track actions close to business value: qualified form submissions, booked consultations, useful phone calls, purchases, subscriptions or verified lead stages. Supporting actions should be measured only when they help explain the journey.
A conversion definition should be specific, deduplicated and tested. Counting every click as success makes reporting look busy while hiding whether marketing creates real value.
Not always. Google Tag Manager can make tag deployment, naming, version control and troubleshooting easier, but it adds no value if implemented without clear ownership and standards.
Silverback first reviews the current stack, platform constraints and risks, then recommends whether Tag Manager, direct implementation or another approach is proportionate.
Consent choices can change which tags run and what data platforms can receive. Consent-aware implementation helps measurement respond correctly to those choices, but it does not replace a suitable consent-management process or legal advice.
Silverback reviews whether measurement behaviour supports the intended privacy approach and flags questions that should be confirmed with your legal or privacy adviser.
Often, yes. Forms, phone calls and offline lead stages can be connected where the website, call provider, CRM and privacy approach support dependable identifiers and integrations.
The audit identifies what is technically possible, commercially useful and proportionate before recommending extra tools or implementation.
No. Privacy limits, cross-device behaviour, offline influence and attribution rules mean no analytics system can prove the exact cause of every sale.
Silverback combines available evidence, consistent definitions and transparent limitations so decisions are better informed without presenting modelling or platform claims as certainty.
Ongoing Growth Optimisation typically costs £395–£695 per month, depending on the number of websites, channels, integrations, reporting needs and implementation support required.
Website analytics and tracking should guide your next commercial decision.
The free website analytics and tracking consultation and fixed-price £595 Digital Growth Audit come first, so you can decide whether ongoing support is proportionate and commercially sensible.