A clear scope
What ANALYTICS means here
Good reporting starts with reliable events and explicit definitions.
This service owns measurement for organic search and AI discovery. The existing analytics family owns broader business reporting, and GA4 integration owns event implementation. Shared tracking fixes are assigned once and connected to this reporting brief.
The buyer problem
Where the work makes a difference
Duplicate purchase events, inconsistent item IDs and untracked cancellations can make growth reports unreliable. A channel label or attribution model cannot explain customer value if the underlying events are wrong.
Connect search data, shopping behavior and commercial outcomes while documenting what each source can and cannot show. Give teams a useful view of performance without turning correlation or an attribution model into a claim of causation.
The specific work
What we investigate and improve
- Audit ecommerce event coverage, item IDs, currency, transaction deduplication and refunds.
- Reconcile reported purchases with approved backend totals.
- Define organic, referral, merchant and identifiable AI traffic segments.
- Document consent, data access, retention and attribution limitations.
BrownBag’s approach
From evidence to useful improvements
Define events and outcomes
Review item IDs, event triggers, currencies and transaction identifiers alongside consent requirements. Agree what counts as an order, a qualified enquiry and an eventual commercial outcome before changing the reporting.
Validate and reconcile measurement
Use controlled tests to inspect event payloads and detect duplicates or missing steps. Compare approved aggregate results with backend records, document differences and define channel segments without adding unnecessary personal data.
Create decision-ready reporting
Build the agreed report or specifications and label attribution assumptions. Include cancellations, refunds and missing referrers where relevant, then hand over event ownership and a validation routine for future releases.
Your handover
What you receive
- Measurement plan and event/data dictionary.
- Implementation QA evidence and discrepancy register.
- Dashboard with commercial and discovery layers.
- Decision-focused reporting guide and annotation process.
Evidence, with context
How we measure progress
- Event completeness and duplicate rate
- Revenue reconciliation gap
- Organic and referral shopping outcomes
- Qualified lead or order quality
Scope your next step
Bring us the problem you want to solve.
These details help us agree the deliverables, responsibilities and review points:
- Analytics configuration and an agreed event/data access plan
- Approved aggregate order, cancellation and refund records
- Consent requirements, reporting questions and accountable data owners
Start with a focused scope. We confirm access, implementation ownership and any platform eligibility before the work begins.
Your questions, answered
Can you attribute every AI-influenced sale?
No. Unclicked answers, later direct visits, cross-device behavior and missing referrers leave gaps.
Is last-click revenue the true value of SEO?
It is one attribution view. Compare it with other relevant evidence and explain the model used.
Will customer personal data be sent to analytics?
The plan should minimize data and respect consent and platform rules. Sensitive or unnecessary customer details do not belong in routine event payloads.