Service / Data & Analytics
GA4, Search Console, Looker Studio, multi-touch attribution, server-side tracking and executive reporting. Data that guides decisions, not decorates reports.
of B2B SMEs make marketing investment decisions without knowing which channel generates real pipeline.
Source
Internal observation · Esconzeta audits 2024–2026
What we mean by data & analytics
Analytics is not a dashboard with sessions and bounce rates. It’s the system that answers one question: what decision do I make tomorrow with this data? If the monthly report doesn’t move a comma of the budget, it’s decoration.
How we work
Before executing any channel, we design the analytics stack.
What we implement together
Not sold separately or executed in silos. Combined by data stack maturity, sales cycle and real measurement bottleneck. The goal is always the same: every marketing euro has a name in the pipeline.
GA4 setup and audit, custom events, conversions and Consent Mode. No ghost data, no inflated counts. A property that measures what really happens: every relevant action, every real conversion, every touchpoint traced to CRM.
Server-side tracking, multi-touch attribution and CRM match to connect each click with its sales opportunity. Blockers and Consent Mode can eat 20-40% of conversions. Server-side recovers them; revenue attribution turns them into budget decisions.
Looker Studio and BigQuery integrated so each role has the view they need: CEO with pipeline and CAC, sales rep with opportunities per channel, marketing with performance per piece and budget. A marketing intelligence system you read in 10 minutes and that moves the meeting.
We connect CRM, ad platforms, ERP and web into a centralized warehouse (BigQuery) with clean transformations. The problem isn’t lack of data: it’s having too many sources that don’t talk to each other. A well-integrated data stack solves it at the root.
Monthly report in leadership language: which channel generated pipeline, what each opportunity cost, which hypothesis was confirmed and what changes next month. No GA4 decoration screenshots. No vanity metrics. A document that convinces a CFO and reads in 10 minutes.
Analytics diagnosis
Does your reporting explain why pipeline dropped? Let’s start with the diagnosis.
How we work
No audit, no data model. No model, the dashboard can’t direct. This is how we start every account from day one.
GA4, GTM, Search Console, CRM and Ads. We detect duplicates, broken events, measurement gaps and badly implemented consent.
We design the KPI model by role, deploy server-side, custom events, CAPI, Enhanced Conversions and export to BigQuery.
Role-based panels in Looker Studio and monthly executive report. Data stops being a lookup and becomes a leadership lever.
Monthly session with leadership, dashboard and attribution model adjustment by real sales cycle. The system evolves with the business.
GA4, GTM, Search Console, CRM and Ads. We detect duplicates, broken events, measurement gaps and badly implemented consent.
We design the KPI model by role, deploy server-side, custom events, CAPI, Enhanced Conversions and export to BigQuery.
Role-based panels in Looker Studio and monthly executive report. Data stops being a lookup and becomes a leadership lever.
Monthly session with leadership, dashboard and attribution model adjustment by real sales cycle. The system evolves with the business.
What you won’t find
In analytics it’s easy to hide behind pretty dashboards. These are the commitments that force us to deliver, not just look busy.
We don’t install GA4 and disappear — setup without interpretation is useless. Tracking without decision-oriented reporting is expensive and decorative.
Nor vanity dashboards — if the metric doesn’t move a decision, it’s not in the report. Impressions, users and sessions don’t pay salaries.
Nor subcontract to juniors — GA4, server-side and attribution are senior disciplines. We lead and execute from day one.
Nor promise perfect data — we promise consistent, audited and useful data for decisions. If we can’t attribute rigorously, we say so.
Real numbers
Recovered conversions
Leads recovered after deploying server-side GTM, CAPI and Enhanced Conversions. Same traffic, real revenue attribution.
Visible ROI per channel
Gap between the channel that looked profitable and the one that really closes pipeline, once Ads, GA4 and CRM are crossed.
Average CAC in 6 months
Average acquisition cost reduction by reallocating budget based on revenue attribution, not clicks.
Average figures from active B2B accounts managed by Esconzeta in 2025. Results depend on sector, traffic volume and analytics stack maturity.
It depends on what you want to build.
We work with businesses that no longer want to improvise. That seek direction, not just execution.
A shared goal:
making every decision count.
Frequently asked questions
In most cases it’s recovered, not redone. We review setup, conversions, custom events, Consent Mode, Ads and Search Console linking and BigQuery export. What works stays. What’s broken gets fixed in place. We trash GA4 and start over only if the account drags years of undocumented third-party installs and fixing costs more than creating a clean property.
Client-side is no longer enough. Blockers, Safari ITP, Consent Mode and the end of third-party cookies can eat 20-40% of conversions you used to measure. Server-side with GTM on GCP, Meta Conversions API and Google Enhanced Conversions recovers a big chunk, stabilizes the data and prepares you for post-cookie scenarios. If you spend more than 3,000 €/month on media, it pays off.
In B2B with 6-18 month cycles, attribution starts being useful at 3-4 months (early signals: MQL per channel, first vs last touch, cost per qualified lead). A stable multi-touch model with closed CRM revenue needs 9-12 months of clean data. Until then, we work with intermediate signals and validated proxies, not attribution pseudo-magic.
Depends on what you need. For most B2B SMEs, Looker Studio connected to GA4, Ads, Search Console, BigQuery and CRM is enough and free. Tools like Supermetrics, Funnel.io, Power BI or Tableau justify when there are many non-standard sources, large data volume or advanced modeling needs. We don’t sell you an expensive suite if Looker solves it.
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No strings attached, no smoke.