If you cannot measure it clearly, you cannot manage it at all.
Most Italian businesses are running on broken or incomplete analytics. GA4 was a significant migration from Universal Analytics and the majority of sites either completed it incorrectly or simply auto-migrated without rebuilding the event tracking that makes the data actually useful.
We start with a full audit of your current measurement setup. What is tracking correctly? What is missing? What is being double-counted? What attribution model are you using and is it appropriate for your buying cycle? This audit alone frequently reveals significant misallocations of marketing budget.
Once the infrastructure is correct, we build dashboards that surface the metrics that matter for your specific business — not the default reports that Google provides, but custom Looker Studio dashboards that answer the questions your management team actually asks: which channel is driving qualified leads, what is the cost per acquisition by channel, where in the funnel are people dropping off, and what is the contribution of each touchpoint to conversions.
For e-commerce clients, we implement enhanced e-commerce tracking and server-side conversion tracking to solve the attribution gaps that ad blockers and iOS privacy changes have created. For lead generation businesses, we connect analytics to CRM data so that conversion quality — not just volume — can be tracked.
A Bari e-commerce client discovered through our attribution audit that 34% of their monthly marketing budget was going to a paid channel showing strong last-click attribution but almost no assisted conversion value — allowing them to reallocate that budget to a 28% ROAS improvement.
A Potenza law firm set up a phone call tracking system through our GA4 implementation, revealing that 62% of their actual leads came through organic search rather than the paid channels they had been prioritising.
