Marketing analytics consulting that shows what drives revenue
We set up your measurement to answer one question: which channel, campaign and page bring in sales. GA4, Google Tag Manager, Consent Mode v2, Looker Studio dashboards and CRM-connected attribution, from a nearshore team in Colombia.
3:1 measured return on ad spend (2021) · Seguros Mundial
Quick answer
What does marketing analytics consulting include?
Marketing analytics consulting turns website and campaign data into business decisions. DataLab's service covers a measurement plan, GA4 and Google Tag Manager implementation with Consent Mode v2, conversion events, Looker Studio dashboards, channel attribution connected to your CRM, and conversion rate optimization (CRO) recommendations your team can act on.
The problem
Problems we solve
✕ 01
Numbers that don't match
GA4 says one thing, your ad platform another and your CRM a third. Every meeting starts with an argument about which number is right.
✕ 02
Conversions no one tracks
You track traffic, but not form submissions, WhatsApp clicks or completed quotes. Your ads optimize for visits, not sales.
✕ 03
Reports no one reads
Long decks full of screenshots and zero recommendations. The data exists, but it doesn't change a single decision.
✕ 04
Privacy exposure
Tags that fire without consent, personal data in URLs and a cookie banner that doesn't talk to Google. That's legal risk and lost data.
What's included
What you get with marketing analytics
Tracking audit
Review of GA4, Google Tag Manager, pixels and conversions: what's tracked, what's missing, what's duplicated and which data can't be trusted.
Measurement plan
A document that translates business goals into KPIs, events, parameters and UTM naming, approved before anything is built.
GA4 and Google Tag Manager setup
Conversion events (form, WhatsApp click, quote, purchase), e-commerce tracking and conversions sent to Google Ads, Meta, TikTok and LinkedIn.
Consent Mode v2 and cookie banner
Category-based consent wired to every tag, aligned with privacy laws and Google's requirements for measurement and advertising.
Looker Studio dashboards
Dashboards with spend, leads, sales and cost per result by channel, refreshed automatically and available around the clock.
Attribution, CRM and CDP
Standardized UTMs, offline conversion imports, a clear read of which channel starts, assists and closes each sale and, when needed, a CDP that unifies each customer's data.
Conversion rate optimization
Funnel analysis, heatmaps and session recordings with Microsoft Clarity, prioritized hypotheses and A/B tests.
Monthly report with recommendations
An executive read: what happened, why it happened and what to do next month, with no filler pages.
How we work
How we work: marketing analytics, step by step
Week 1
Discovery and audit
Goals, KPIs, access and an audit of your current tracking in GA4, Tag Manager, pixels and CRM.
Week 2
Events and KPI definition
Map of events, parameters, conversions and UTMs, validated with marketing, sales and tech.
Weeks 3–4
Build and QA
Setup in Tag Manager, Consent Mode v2, GA4 and ad platforms; testing with preview mode and DebugView.
Weeks 4–5
Dashboards and baseline
A Looker Studio dashboard with connected sources and a baseline to measure every improvement.
Monthly
Ongoing optimization
Monthly analysis, conversion tests, attribution tuning and new business questions.
Stage timings are estimates: your project's schedule is set in the proposal.
Case studies
Campaigns we measured end to end
DaviviendaDataLab has run Davivienda's financial education on social media and content hubs on a monthly retainer for 8 to 10 years. In 2023, Mis Finanzas en Casa reached 1,298,722 people with zero ad spend; in 2021, Mis Finanzas para Invertir was already past 400,000 organic visits a year.Rubbermaid Commercial ProductsDataLab has been Rubbermaid Commercial Products' strategic marketing partner in Latin America for nearly 10 uninterrupted years. For 5 of those years, DataLab managed its paid media across Latin America on Google Ads, Meta and Amazon Ads, with ROI consistently above 15%. On e-commerce, figures published in 2021 show 80+ online stores launched in two months and 20,000+ orders in a single day.3:1return on ad spend (2021)Seguros MundialSeguros Mundial's digital SOAT campaign, with paid media run by DataLab, sold over COP 400 million and returned 3 pesos for every peso invested. In that period the insurer ranked as the second-largest player in Colombia's digital SOAT market (2021 figures).
DATA is half our name. Every dashboard answers a business question; if a metric doesn't change a decision, it doesn't make the cut.
The same team that uses the data
Our paid media, content and tech teams work from the same measurement. Data doesn't sit in a report: it moves budget.
Privacy by design
Consent Mode v2, no personal data in URLs, and integration keys kept on the server, never exposed in the browser.
Measurement for AI search too
We track traffic from ChatGPT, Gemini, Perplexity and Copilot, and measure your brand's visibility in their answers with Peec AI.
Platforms and tools
Google Analytics 4
Google Tag Manager
Looker Studio
Google Search Console
Microsoft Clarity
Meta Pixel
LinkedIn Insight Tag
Peec AI
Engagement models
Ways to engage and how pricing works
Measurement setup
Fixed-scope project: audit, measurement plan, GA4, Tag Manager, Consent Mode v2 and a baseline dashboard.
Monthly analytics
A monthly fee to maintain tracking, update dashboards, analyze results and run conversion tests.
One-time audit
A review of your current tracking with prioritized findings, ideal before a major campaign or website redesign.
What drives the cost?
Every proposal is built around your goals, scope and timeline. We send you a detailed quote at no cost.
Number of websites, domains, apps and countries to track.
Number of events and conversions, and the complexity of your e-commerce or quote flow.
Ad platforms and CRM connected to your measurement.
Number of dashboards, data sources and users.
Starting point: building from scratch or fixing an existing implementation.
CRO scope: A/B tests, heatmaps and analysis frequency.
From business question to dashboard: building your measurement plan
It all starts with a business question, not a tool. Which campaigns bring customers, not just visits? At which form step do users drop off? What does a customer really cost in each channel?
Those questions shape the measurement plan: which events we track, how they're named, which parameters they carry and which count as conversions. Only then do we open Google Tag Manager. That avoids the most common mistake: hundreds of events no one uses and not a single reliable conversion.
Implementation covers Google Analytics 4, conversion tags for Google Ads, Meta, TikTok and LinkedIn, and Consent Mode v2 wired to your cookie banner. We test every event before publishing and leave documentation so your team, or any future vendor, knows what's tracked and why.
GA4 consultant work: Consent Mode v2, tracking and attribution
Google requires Consent Mode v2 to use personalized advertising and measurement features with users in the European Economic Area, and a growing number of US state privacy laws keep raising the bar for consent. With Consent Mode, tags respect each user's choice and GA4 can model conversions for people who decline cookies, so you don't lose visibility.
Attribution completes the picture. As your Google Analytics consultant, we standardize UTMs, import deals closed in the CRM back into GA4 and Google Ads, and compare which channel starts, assists and closes each sale.
For AI assistants, which send few clicks, we add referral domains and a “How did you hear about us?” field to your forms. In that channel, what you can measure is the floor of the impact, not the ceiling.
Analytics in action: from campaign to business results
For Seguros Mundial, the digital SOAT (Colombia's mandatory auto insurance) campaign sold more than COP 400 million, returning 3 pesos for every peso invested in paid media (figures published in 2021). A return like that can only be stated when every sale is tied to the campaign that drove it, and part of analytics work is making that number verifiable instead of estimated.
For Rubbermaid Commercial Products, sustaining ROI consistently above 15% across five years of paid media in Latin America takes conversions tracked by platform and by country.
And for Davivienda's Mis Finanzas en Casa program, we tracked every annual goal of its organic strategy: in 2023 it reached 1,298,722 people (101% of target) and drove 23,349 visits to its progressive web app (108%). In all three cases, measurement wasn't a report at the end; it was the basis for decisions while the campaign was still running.
Frequently asked questions
Marketing analytics: frequently asked questions
01
How much does marketing analytics consulting cost?
It depends on the number of sites and countries, events and conversions, connected platforms and dashboards you need. Implementation is quoted as a project and ongoing analytics as a monthly fee. GA4, Google Tag Manager and Looker Studio are free in their standard versions, so most of the cost is expert time, not licenses.
02
Do I need Consent Mode v2?
Consent Mode v2 is Google's mechanism for adjusting tag behavior based on each user's consent. It's mandatory to use audiences and conversions with users in the European Economic Area, and good practice everywhere: it respects privacy, supports compliance with local laws and lets GA4 model conversions for users who decline cookies.
03
Why don't GA4 numbers match Google Ads or Meta?
Each platform uses its own attribution model, conversion window and way of counting users, and ad blockers and consent affect each tool differently. The goal isn't a 100% match; it's understanding the gaps, documenting them and choosing one source of truth for each decision.
04
What's the difference between GA4 and Google Tag Manager?
Google Tag Manager is the container that installs and fires your site's tags without touching code every time. GA4 is the tool that receives that data, processes it and shows you reports. Tag Manager decides what gets tracked and when; GA4 stores and analyzes it. They work together.
05
Do you build executive dashboards?
Yes. We build Looker Studio dashboards around the metrics your leadership uses to decide: spend, leads, sales, cost per result and return by channel. They refresh automatically from GA4, ad platforms and the CRM, and can be filtered by country, product or campaign.
06
What is CRO and how does it relate to analytics?
Conversion rate optimization (CRO) is the process of increasing the share of visitors who complete a valuable action. Analytics shows where users drop off; CRO turns that finding into hypotheses, tests them with A/B experiments and measures the impact. Without reliable tracking, CRO is guesswork.
07
Can you track traffic from ChatGPT and other AI assistants?
Yes. We segment GA4 visits coming from ChatGPT, Gemini, Perplexity and Copilot domains, and add a “How did you hear about us?” field to your forms. To measure your brand's visibility inside AI answers, we use Peec AI, which reports share of voice and citation rate.
08
Why work with a nearshore digital analytics agency?
Our team works from Bogotá, which stays on UTC−5 all year: the same clock as New York in winter, one hour behind it in summer and two to three hours ahead of Los Angeles. Tracking fixes and dashboard reviews happen during your business day, and our analysts sit alongside paid media, content and engineering teams, so insights turn into action instead of another report.
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