Marketing Measurement, Attribution & Analytics
We rebuild marketing measurement from the order book outward, so finance and marketing read the same revenue figure before any budget moves.
Questions we help answer
- Why do Google Ads and Meta together claim more revenue than we booked?
- How much of our tracking does the consent banner switch off, and which figures are now modelled?
- Which channels cause sales, and which mainly collect credit for them?
- Can one weekly report show spend, recorded orders and contribution by channel?
- Are our tags, pixels and server-side events sending the right values on every page and device?
What we do
Attribution reconciliation
Platform conversions joined to the order book on order ID, by conversion date and net of refunds, with a monthly bridge ratio per channel that links the ad dashboard to the management accounts.
Tracking and event architecture
GA4, tag manager, server-side events and enhanced conversions designed around named decisions, with duplicate tags and stray conversion actions removed.
Consent and measurement gaps
Consent Mode configuration, a measured view of how much activity each consent choice removes, and a record of which reported figures are observed and which are modelled.
Incrementality testing
Geographic or audience hold-outs designed for your volume and read in the order book, so a budget decision rests on sales the spend caused.
Reporting and measurement charter
A weekly view of spend, recorded orders and contribution, and a one-page charter that fixes definitions, windows, owners and the drift that triggers an investigation.
- How an engagement with THEFOCUS startsDiscuss this with us
How we approach it
- 01
Prove collection, then delivery
A tag on the page shows that data is collected. We confirm delivery from downstream records: purchases arriving with the right value, sessions credited to the right channel.
- 02
Reconcile on order ID
Every claimed conversion is matched to an order or flagged as unmatched, duplicated, refunded or modelled.
- 03
Mark the breaks in the series
Consent, tag and platform changes are logged with dates, and trends are never compared across a break without a stated adjustment.
- 04
Test for cause where it matters
Hold-out tests are reserved for budget decisions large enough to justify them, and their results are read in net sales.
Client results
View allTürkiye · Real Estate & Property Development · 2026
Listing platform prototype and build specification for a cross-border property agency
A licensed property agency selling homes and investment property in several countries wanted one platform for its own stock, partner listings and new developments. We built a clickable prototype, a headless storefront build and a written specification for the full listing and enquiry platform.
Prototype and specification delivered on staging; platform not yet in production
Türkiye · Car Rental & Mobility Services · 2022‑2025
Search advertising built around phone and booking enquiries for an independent car rental company
An independent car rental company takes most of its bookings by phone and through enquiries rather than a single online checkout. We ran its search advertising over several seasons with phone-call leads, contact enquiries and booking requests set as the goals the campaigns bid towards.
Account run on lead goals over several seasons; performance figures not published
Türkiye · Retail & E-commerce · 2025‑2026
Audit, measurement repair and paid media relaunch for a design-objects online brand
An online brand selling high-ticket decorative design objects commissioned an audit and put it through an independent quality review. It then had us carry out the findings one ticket at a time and relaunch its search and social advertising.
Fixes verified in production; paid relaunch results not yet measured
Relevant industries
How an engagement with THEFOCUS starts
A first conversation is about your situation. If there is a fit, we propose a scoped diagnostic with a fixed deliverable before any larger commitment.
Discuss this with us01
A working conversation
Forty-five minutes with the person who would lead the work. We ask about the decision, the systems behind it and the deadline.
02
A scoped diagnostic
Read-only access, a fixed timeframe and a written finding: what the records show, what it costs and what to change first.
03
A plan you can act on
Changes, owners, measures and exclusions in writing. The same team then builds and measures, or hands over cleanly.
- One accountable team
- The people who diagnose also build the systems and measure the result.
- Partners chosen per problem
- Independent specialists join for the parts that need them, under one contract.
- Records before dashboards
- Orders, ledgers and logs are reconciled before any recommendation depends on them.
Questions executives ask
Will server-side tracking fix our consent gap?
It improves data quality and control, but it does not remove the need for consent where the law requires it. Advertising measurement still depends on the visitor's choice, and we keep that boundary in the design. Your legal adviser signs off the consent set-up.
Do you build marketing mix models?
Where there is enough history and variation in spend to support one. Where there is not, we say so and rely on reconciliation and hold-out tests, which need less data and produce figures finance can check.
Which figure should the board use for marketing return?
Net sales from the order book or ledger, with platform figures shown alongside through the bridge ratio. The charter records that choice so it does not change from one meeting to the next.
Discuss this with us
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