We reconcile what every ad platform claims against what actually happened — one source of truth, not ten competing dashboards.
Start somethingAnalytics & reporting
We are an analytics agency that fixes broken tracking and builds attribution and reporting that actually reconciles — so the number in your dashboard is one you can bet a budget decision on, not a figure three platforms are each quietly taking credit for.
We’ll test what your tracking actually records against what really happens, and tell you which numbers you cannot trust yet.
A senior analyst will reply within one working day.
Add up what every ad platform claims to have sold you this month and the total is almost always higher than your actual revenue. That gap is not a mystery, it is just unreconciled attribution — and most businesses are making budget decisions inside it without realising.
Our analytics services
We test what your current setup actually records against what really happens on your site: firing test transactions, checking every conversion event, and comparing platform totals against your back office line by line. You get a plain-English list of every problem found, the numbers it distorts, and the fix, ranked by how much money depends on getting it right.
Find out which numbers you cannot trustGA4 out of the box tells you very little about your specific business. We design an event and conversion structure around the actions that actually matter, implement it cleanly through Google Tag Manager, and set up channel groupings, filters and internal-traffic exclusions so every report means the same thing to everyone who opens it.
A setup built for your business, not the default installBrowser restrictions and ad blockers now stop a meaningful share of conversions ever reaching your analytics or ad platforms. Server-side tracking sends events from your own infrastructure instead, which recovers data completeness and speeds up your site. We implement it with consent respected throughout, then verify the restored numbers are accurate rather than quietly double-counted.
Measure accurately when browsers stop cooperatingFor stores, that means full ecommerce tracking across the funnel with refunds handled so revenue reconciles. For lead generation businesses, it means connecting forms and calls through to your CRM so you measure qualified pipeline rather than form fills. Offline conversion imports then feed that reality back into ad platforms, which start optimising towards customers actually worth having.
Revenue in the dashboard should match revenue in the bankEvery platform reports on itself, which is precisely why the sum of their claims exceeds your actual sales. We build an attribution approach sized to your business: data-driven modelling, one channel-level reporting view pulled from a single source of truth, and incrementality testing where the budget justifies it. Not perfect attribution — that doesn't exist — a consistent, honest-enough view you can actually act on.
Stop every channel claiming the same saleMost dashboards fail by showing everything and explaining nothing. We start from the decisions you actually need to make, then build Looker Studio dashboards that answer those specific questions with the right comparisons alongside them. Scheduled reports reach the people who need them automatically, and we train your team to read and extend the dashboard, so a chart change never depends on us.
One screen that answers the question everyone asksWhat analytics work actually is
Every platform you advertise on is incentivised to claim your sales as its own. Google, Meta and email will each report a version of events that flatters themselves, and if you add their numbers together you will always get more conversions than you actually had. That is not a bug anyone is going to fix for you.
Analytics work is the job of reconciling that: capturing what people genuinely do, attributing it fairly across the channels that touched the decision, and presenting it clearly enough that someone can make a call. Done properly, it ends arguments. Done badly, or not at all, it just lets the loudest platform win the budget.
We treat measurement as infrastructure, not an afterthought bolted on once a campaign is already live. That means a documented tracking plan before anything is built, a GA4 and tag manager setup matched to how your business actually converts, and dashboards that answer the specific questions your team is already arguing about, rather than exporting everything the platform happens to offer.
See it reconciled
Attribution is always a guess dressed up as a number. The job is making every platform’s self-reported claims cancel out into one honest-enough view you can actually act on.
Illustrative reporting dashboard in wtfont’s own design language — not real client data.
Who it’s for
Classic over-attribution. We build one reconciled reporting view that matches your back office, so budget decisions stop being an argument between platforms.
We document a tracking plan so every metric has a definition, then rebuild reporting around the decisions your team actually needs to make.
Usually a tracking or consent problem, not a performance one. We find what broke and restore the measurement before anyone touches the budget.
We connect spend through to pipeline and revenue, so budget decisions stop being opinions dressed up as strategy.
Our process
Every stage ends in something you can check yourself: a fixed tag, a reconciled report, a dashboard that answers the question you actually asked.
We audit every conversion event, tag and report against what actually happens on your site, and against your back office revenue.
GA4, tag manager and server-side tracking are built or fixed around a documented tracking plan, so every metric has a definition.
Attribution modelling and a single reconciled reporting view go live, pulling every channel into one source of truth.
We verify the new numbers against reality one more time, then train your team to read and extend the dashboard themselves.
Monthly reporting ties spend to pipeline and revenue, not just platform claims, with a clear view of what gets refined next.
Why hire an analytics agency
Sectors
Same discipline, tuned to how your sector actually measures success. Pick yours to see how we report on it.
Enhanced ecommerce tracking across the full funnel, with refunds and cancellations handled so revenue in GA4 matches revenue in your store platform.
Trial and demo-signup tracking that separates a real lead from someone just browsing, connected through to product usage and retention data.
Call and form tracking connected through to a CRM, so a consultation booked over the phone is counted as carefully as one booked online.
Enquiry tracking built around listings and areas, with attribution that respects a long, considered decision rather than a single-session view.
Appointment-booking tracking that respects consent and compliance, reported in a dashboard that shows which channels actually fill the calendar.
Call tracking built for emergency and same-day enquiries, so a phone call that turns into a job is never missing from the monthly report.
Working together
We finally stopped arguing about whose numbers were right.
Half our conversions were being counted twice. Nobody had noticed.
I can finally open one report and trust what it says.
Tools and tech
The right tools make the difference between reporting by instinct and reporting by evidence. These are the platforms our analytics team works in.
What you get
Analytics work should never feel like watching a number move with no explanation of why. Here is what lands in your inbox and your calendar.
And always: you keep full admin access to your GA4, tag manager and dashboard accounts. No lock-in, ever.
Beyond analytics
Organic visibility that shows up in the same reports once the tracking behind it actually works.
Ad spend tracked to pipeline across every platform, reconciled against the same source of truth.
Content performance measured on assisted revenue, not just pageviews that look good alone.
Sites built with clean tracking baked in from day one, not bolted on after launch.
Lifecycle campaigns measured against the same reconciled revenue figure as every other channel.
Quarterly planning built on numbers your whole team actually believes.
The bigger picture
Privacy restrictions have quietly rewritten what measurement even means. Consent banners, cookie limits and browser-level blocking now decide how much of your traffic ever registers at all, which means the gap between what actually happened and what your platforms report has only widened, not narrowed, over the last few years.
At the same time, automated bidding across every ad platform has handed real spending decisions to machine learning models that optimise for whatever conversion signal you feed them. An algorithm trained on duplicated or broken tracking will confidently keep spending against the wrong goal, just faster and at greater scale than a person managing the account by hand ever could.
AI-generated answers are also thinning the organic traffic that used to arrive for informational searches, which puts more weight on understanding exactly which paid and owned channels are actually contributing revenue, rather than guessing from vanity metrics that nobody can trace back to a sale.
None of this requires a bigger analytics budget. It requires a tracking plan someone actually wrote down, conversion events tested rather than assumed, and one reconciled view that every team in the business agrees to trust. Get that right and every other marketing decision downstream gets measurably easier to make.
Who you’re working with
Every analytics engagement at wtfont. has one named lead who owns the tracking plan end to end: they test every conversion event, agree the attribution approach and are the person you call when a number in the dashboard looks wrong. No handoffs to a team you have never met.
Swap this block for the real person: their name, photo, years of analytics experience and a reconciliation they are proud of. Showing who actually built the dashboard is the easiest trust signal to add, for clients and for anyone checking your credibility before they hand over access to their data.
Analytics guide
Straight answers to the questions every business asks before trusting someone else with their numbers.
The clearest sign is a dashboard total that doesn't reconcile with your bank account or order system. If your platforms collectively claim more sales than you actually made, something is being double-counted or misattributed somewhere in the chain.
No, and anyone promising it is overselling. The honest goal is a consistent, reconciled view that is upfront about its own uncertainty, built from a single source of truth rather than five platforms each marking their own homework.
Usually, if a meaningful share of your conversions involve ad blockers or privacy-conscious browsers, which is most consumer audiences today. For a smaller, simpler account it can be more infrastructure than the problem justifies; we'll tell you honestly either way.
A single platform with simple goals can be reported on reasonably well in-house. Once you are reconciling multiple ad platforms, a CRM and ecommerce revenue into one view, the specialist time involved usually makes an agency the faster and cheaper route.
FAQ
Tracking audits, GA4 and tag manager setup, server-side tracking, attribution modelling and dashboard build, reported on monthly in plain English rather than a raw data export.
Most engagements run on a fixed monthly fee scoped to the complexity of your tracking stack and the number of channels being reconciled, separate from any ad spend you run elsewhere.
We audit the existing setup first. Anything working correctly is kept; anything structurally broken, such as duplicated conversions or missing consent handling, is rebuilt. We rarely recommend starting completely from zero.
We can't change how a platform reports on itself, but we can build one reconciled view alongside it that shows what each channel genuinely contributed, so platform self-reporting stops being the number you make decisions on.
Both, as standard. Tracking without reporting just moves the mess somewhere invisible; we build the Looker Studio dashboards on top and train your team to read and extend them.
A written monthly report as standard, plus a monthly strategy call. Anything that needs a faster decision, such as a tracking break or a sudden data gap, gets flagged as soon as we see it.
Yes, for businesses with data needs beyond what GA4 and Looker Studio handle natively, we can pipe data into a warehouse and build reporting on top of that instead.
No. Analytics work is monthly with no lock-in, and you hold admin access to everything we build throughout, so nothing depends on staying with us.
This page covers analytics and reporting as a standalone discipline: tracking, attribution and dashboards across your whole business. Our paid media service includes campaign-level reporting too, but this is the foundation that makes every other channel's numbers trustworthy.
From the blog
Guides and playbooks from the team. Placeholder titles, link them to your posts.
The tracking mistakes that quietly cost the most budget.
The maths behind why the totals never add up, and what to do about it.
Fewer metrics, better questions, one number that matters most.
The event structure most default installs get wrong.
Let’s talk
30 minutes with a senior analyst. No pitch deck, no obligation. Hang up anytime.
A senior strategist will reply within one working day.
Trusted worldwide
Brands that finally
trust their own numbers
From single-site ecommerce brands to multi-channel teams with five platforms arguing over the same conversions, we build reporting that reconciles with the figure leadership actually trusts: the bank balance.
- Senior analysts on every account, not junior reporting hires
- Tracking tested against real transactions, not assumed correct
- You keep full admin access to every tool we touch
Talk to our analytics teamSome of the brands we report for
Replace placeholders with real client logos