National brand: analytics and attribution audit

Make reporting trustworthy enough for budget decisions, then simplify what leadership actually reads.

1 October 2021

Sector: Consumer brand

Focus: Consulting, Google Ads & Performance Marketing

Situation

The GA4 transition left broken events in places nobody had time to fix, and channel ROI debates used numbers that were not comparable. Leadership needed reporting they could trust before budgeting arguments got louder.

What we focused on

  • Data layer hygiene: Event definitions and QA across key journeys, not 200 vanity events.
  • Attribution stance: Honest about what blended models can and cannot claim.
  • Dashboards: One executive view with drill-down for operators, no 40-tab spreadsheets.

Outcome

Fewer board-level arguments about numbers and faster decisions on channel mix.

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