Measurement your team can trust and act on.
Marketing analytics is where PAZ started. We make the data in GA4, your ad platforms and your reports accurate, then use it to answer business questions.
What we do
PAZ is a marketing analytics agency for ecommerce, healthcare, fitness and B2B companies, multi-location businesses and national lead-generation programs. Our Google Analytics consulting covers GA4 implementation, Google Tag Manager, server-side tracking, conversion tracking, Google Consent Mode and GA4 audits that give Google Ads, Meta and every other platform the same accurate conversion data. With that measurement in place, we build attribution analysis, incrementality tests, lifetime-value frameworks and budget elasticity models that show which channels drive revenue. Marketing reporting and dashboards built on that data give every stakeholder the same numbers.
GA4 and web analytics
GA4 setup, Google Tag Manager, server-side tagging, event tracking and pixel QA, plus consent audits that check every tag follows each visitor’s consent choice.
Attribution audits
We compare how each platform counts conversions against your revenue and trace each difference to its cause.
Advanced analytics
Incrementality tests, budget elasticity models, lifetime-value frameworks and marginal ROAS analysis, each built to answer one business question.
Reporting and dashboards
Dashboards and a reporting cadence built around what your stakeholders ask, ready for internal reviews and executive updates.
How we work
Every analytics engagement starts with an audit.
- 01AuditReview tracking, tags, consent and attribution to find what to fix first.
- 02Fix and validateMake fixes or write specs for your developers, test every change and document each event.
- 03ModelBuild the models and reports you need.
- 04Review and maintainWalk through results with your team on a set schedule and update tracking as your site changes.
What does a marketing analytics agency do?
A marketing analytics agency sets up and checks the tracking behind a brand’s marketing, then uses that data to answer budget questions. At PAZ, that starts with an audit of GA4 and conversion tracking, followed by fixes, attribution analysis, lifetime-value and budget models, and reporting reviewed on a set schedule.
What does a GA4 audit cover?
A GA4 audit checks how events and conversions are configured in GA4 and Google Tag Manager, if each ad platform’s pixel fires on the same actions and if conversion counts in each platform reconcile with revenue. Each difference is traced to its cause and documented with a fix.
Why don’t Google Ads, Meta and GA4 report the same number of conversions?
Each platform counts conversions with a different attribution window and model and depends on its tag or pixel firing correctly. Ad platforms can also each claim credit for the same sale. An attribution audit compares each platform’s count with actual revenue and traces each difference to its cause.
Can GA4 track traffic from ChatGPT and other AI assistants?
Partly. Visits from ChatGPT, Perplexity, Gemini and Copilot usually arrive as referral traffic from those sites. A custom channel group in GA4 can report them together as AI traffic. Some AI visits arrive with no referrer and are counted as direct. Because clicks from Google AI Overviews count as Google organic, the AI figure in GA4 is a floor.
Does PAZ audit cookie consent and Google Consent Mode?
Yes. A consent audit checks the consent management platform, such as OneTrust or Pandectes, and Google Consent Mode v2, then confirms every tag in Google Tag Manager follows each visitor’s choice before data reaches GA4 or an ad platform. It flags any tag that fires before consent and any conversion lost to a broken consent signal, each with a fix. The client’s legal team decides which regions need opt-in consent. PAZ checks the setup against it.
Can PAZ act as our analytics team?
Yes. Ongoing analytics support is a monthly retainer that covers data maintenance, reporting and help answering business questions, with regular working sessions. It suits teams that are not ready to hire a full data team. Analytics clients do not need to use PAZ for paid media. PAZ works alongside the in-house team or other agencies.
What happens after the audit?
The audit ends with written findings: what is broken, what it affects and what to fix first. PAZ then proposes a scope for the next phase, such as tracking fixes, a reporting build or ongoing analytics support. Most clients start with this fixed-scope first phase and decide on the next one once they have the findings.
Other services
Paid Media
Search, social, programmatic and CTV, managed to ROAS and CAC targets.
Email & Lifecycle
Email, SMS, loyalty and subscription programs that grow customer lifetime value.
SEO + GEO
Technical, content and local SEO, plus visibility in AI answers.
Data Engineering
Warehouses and pipelines that bring business data together for reporting and AI.
Strategy & Creative
Ad creative, email design and brand strategy, all planned with media.
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