Marketing Overview
Channels, UTM, CPA, lead conversion. Paid vs organic vs referral.
ANALYTICS SETUP
Analytics foundation for product and marketing decisions
We build end-to-end measurement: tracking plan, event schema, GA4/Yandex Metrica, GTM, UTM discipline, and decision-ready dashboards — not counters installed with no one knowing where leads come from.
We work with marketing, product, and sales: funnels, e-commerce events, consent mode, data layer, and tag QA before and after releases. Naming conventions are documented so the team speaks one language.
Event-first tracking plan
GA4 + GTM + Metrica
UTM and quality checks
Decision-ready dashboards
EVENTS
Event schema for site and product
Typical event set we adapt to your funnel.
page_viewPage view with page_type, locale, section for content segmentation.
view_serviceService page view — key signal for offer interest.
click_ctaPrimary CTA click: button_text, placement, page_path.
start_formFirst form field focus — top of lead gen funnel.
submit_formSuccessful submit: form_id, source, optional service_slug.
form_errorValidation or API error — for UX and tech diagnostics.
telegram_clickMessenger click — separate channel vs form.
scroll_depth25/50/75/90% — engagement on long-read and landings.
file_downloadPDF/price list download — B2B intent signal.
outbound_clickExternal domain exit — partners, social, app stores.
video_progress25/50/100% watch — content marketing and case studies.
purchaseE-commerce: transaction_id, value, currency, items[] for GA4.
TRACKING PLAN
What's in the tracking plan
A document linking business questions, events, parameters, and owners.
- Funnel map: first touch to lead/payment with KPI per step
- Naming convention: object_action in snake_case, unified parameter dictionary
- Data layer spec: push structure before GTM, dev examples
- UTM standards: campaigns, channels, rules for paid/organic/email
- Consent and GDPR: consent mode, what fires before/after accept
- QA checklist: debug mode, preview, regression after each release
EVENTS
Event schema for site and product
Typical event set we adapt to your funnel.
page_viewPage view with page_type, locale, section for content segmentation.
view_serviceService page view — key signal for offer interest.
click_ctaPrimary CTA click: button_text, placement, page_path.
start_formFirst form field focus — top of lead gen funnel.
submit_formSuccessful submit: form_id, source, optional service_slug.
form_errorValidation or API error — for UX and tech diagnostics.
telegram_clickMessenger click — separate channel vs form.
scroll_depth25/50/75/90% — engagement on long-read and landings.
file_downloadPDF/price list download — B2B intent signal.
outbound_clickExternal domain exit — partners, social, app stores.
video_progress25/50/100% watch — content marketing and case studies.
purchaseE-commerce: transaction_id, value, currency, items[] for GA4.
PROCESS
How we set up analytics
From discovery to QA and handoff — six stages with deliverables.
1
Discovery
Business questions, current tags, event chaos, KPI goals.
2
Tracking plan
Funnel map, naming, data layer spec, UTM and consent policy.
3
GTM + data layer
Container, triggers, variables, dev push on staging.
4
GA4 / Metrica
Property setup, conversions, audiences, linked ad accounts.
5
QA and debug
Tag Assistant, realtime, cross-browser, form submit e2e.
6
Dashboards and handoff
Looker/GA4 reports, team training, regression checklist.
DASHBOARDS
Reporting for decisions
Three core dashboards we configure for your stack.
Funnel & Forms
Funnel page → CTA → start_form → submit. Drop-off by step and form_id.
Product & Content
Services, scroll depth, downloads, top landings. Read and click patterns.
OUTPUT
What you receive
Documents and configured systems after the project.
- Tracking plan
PDF/Notion: events, parameters, funnel, owners.
- GTM container
Container export, data layer examples, staging/prod env.
- Conversions & audiences
Configured GA4/Metrica goals and ad segments.
- Dashboard pack
3 dashboards + guide on weekly report reading.
“«Without a tracking plan, analytics becomes pretty numbers without decisions».”
— SolidWeb Analytics
FAQ
Frequently asked questions
On GA4, GTM, consent, and post-setup support.
No. We set up GA4, Yandex Metrica, PostHog, Amplitude as needed. Often GA4 + Metrica for RU/CIS and EU markets.
Yes: client_id / UTM in form hidden fields, CRM webhooks, offline conversion import to GA4 where applicable.
Still have questions? Leave a request.
DEEP DIVE
Data layer, consent, and measurable decisions
Why installing a counter isn't enough and how SolidWeb builds a measurement system.
Most teams have GA4 or Metrica but can't answer: which channel drives qualified leads, where forms drop off, which service generates requests. Root cause — no tracking plan and unified naming conventions.
SolidWeb starts with business questions: weekly decisions, marketing and product KPIs, past data breakage. From that — funnel map, not a generic GA4 event list.
Data layer is the contract between frontend and GTM. Dev pushes structured events; GTM routes to GA4, Ads, Meta. Marketers don't edit React for a new UTM parameter.
Naming in snake_case object_action: submit_form, click_cta, view_service. Parameters — snake_case, bounded dictionary. Otherwise reports become chaos: SubmitForm, form_submit, lead_sent.
UTM discipline: templates for paid, email, partners; forbidden — utm_source=facebook in one campaign and fb in another. Looker lookup normalizes channel.
EU consent mode: default denied, update on accept. Analytics storage granted — enhanced measurement; ads — only after marketing consent. Documented in privacy policy and tracking plan.
QA isn't one-time check. Regression checklist after each deploy: GTM preview, GA4 realtime, CRM sandbox test lead e2e. form_error catches silent failures.
E-commerce: purchase with items[], begin_checkout, add_to_cart — for GA4 reports and Google Ads ROAS. Without items[] revenue by product is impossible.
Dashboards in Looker Studio or native GA4: Marketing Overview, Funnel, Content. Not 40 widgets — three screens CEO and marketing open every Monday.
SolidWeb combines analytics setup with site development: dev knows data layer spec before first PR, SEO and paid get UTM landing structure. One vendor — fewer «tags don't fire because dev didn't know».