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Analytics & tracking
If it isn't tracked, it didn't happen.
Marketing analytics is the practice of collecting, connecting and reading your marketing data so you can see which campaigns produce leads and revenue. KEEN sets up GA4, Adobe Analytics, Google Tag Manager and conversion tracking, then builds dashboards your whole team can read.
The problem
Signs your tracking is broken
Fixing measurement is often the fastest way to improve results, because every bidding algorithm learns from the conversions you send it.
- Google Ads, Meta and GA4 all report different numbers of conversions.
- Form fills or calls are counted, but you can't tell which became customers.
- Reports show clicks and impressions, but nobody can answer "what did we get for the money?"
- Consent banners, site changes or a platform update quietly stopped tags from firing.
What's included
What we set up and run
Every engagement is scoped to your goals. These are the building blocks.
GA4 & Adobe Analytics
Clean property setup, events, key events, audiences and data retention configured correctly.
Tag management
Google Tag Manager containers organized, documented and tested, with consent mode where required.
Conversion tracking
Forms, calls, purchases and offline sales sent back to Google Ads, Meta, LinkedIn and Microsoft Ads.
Custom dashboards
Live Looker Studio or platform dashboards built around your KPIs, not default reports.
Journey & on-site behavior
How visitors move through your site, where they drop off and what to change.
Online-to-offline insight
In-store visitation and shopping behavior data to connect digital campaigns with physical sales.
Our process
How KEEN delivers tracking
Audit
We test every tag, event and conversion and document what is missing or double-counted.
Plan
A measurement plan: KPIs, events, naming and where each number will live.
Implement
GTM, GA4, platform conversions and CRM connections built and QA-tested.
Report
Dashboards and monthly insight reviews that turn data into decisions.
Tools we work in
Tools we work in
What you get
Deliverables
- A written measurement plan
- A tested, documented GTM container
- Accurate conversions in every ad platform
- A live KPI dashboard
- Monthly insight reviews
Plus regular updates, collaborative meetings, transparent reporting and a dedicated point of contact.
Works well with
All services →PPC & Paid Media
Google, Microsoft, Meta, LinkedIn, programmatic, CTV/OTT, audio, DOOH and retail media.
Learn more →SEO & AI Search
Technical, local and content SEO, built to rank in Google and be cited by AI answers.
Learn more →Marketing Strategy
Goals, audiences, channel mix and KPIs, written down as a plan your team can run.
Learn more →What is GA4?
Google Analytics 4 (GA4) is Google's current web and app analytics platform. It measures users and events rather than sessions and pageviews, and it is the standard free analytics tool for most websites.
Why do Google Ads and GA4 show different conversion numbers?
They use different attribution models, time zones and counting rules, and ad blockers or consent choices affect each differently. We align settings and document the differences so you know which number to trust for each decision.
Do you work with Adobe Analytics?
Yes. We work in both Adobe Analytics and Google Analytics, and with tag managers for each.
Can you track phone calls and offline sales?
Yes. We set up call tracking and import offline conversions from your CRM so ad platforms optimize toward real customers, not just form fills.
What is a marketing dashboard?
A marketing dashboard is a live report that shows your key metrics, such as spend, leads, cost per lead, sales and return on ad spend, in one place, updated automatically.
Let's talk
Get a free tracking audit
Send us your website and goals. A KEEN strategist reviews your current tracking setup and gets back to you with the first improvements we would make.
- No contracts to start a conversation
- A real review of your accounts, not a template
- Clear next steps, whether or not you hire us
Prefer the phone? Call (865) 210-6823, Monday to Friday, 9 AM to 5 PM Central.