Data Collection
Bad data doesn't improve further down the line.
If tracking is incomplete, duplicated, or simply wrong, the problem follows the data into your dashboards, analysis, marketing platforms, and business decisions.
We start by working out what you actually need to measure. Then we make sure the right information is available across your websites and apps and reaches the platforms that need it.
A selection of our clients
Why do my GA4 conversions not match my back end?
A gap of 5% to 30% between platform-reported conversions and actual orders is common. But just because it happens to most companies doesn’t mean you need to accept it. We have the tools and the experts you need to know what's causing the difference. Let’s use them. Four issues usually account for discrepancies between Google Analytics and internal reports:
Consent
Users who do not consent to analytics or marketing tracking may complete a purchase without appearing in your reporting.
Ad blockers and browser restrictions
Browsers and blocking technologies can prevent tracking requests from reaching analytics platforms.
Tagging errors
Missing, duplicated or incorrectly configured tags can change conversion counts and other important metrics.
Conversions outside the website
Orders completed by phone, offline or through back office processes may appear in your business systems without being recorded by your website analytics.
Another agency might call this their proven methodology. We call it having the experience to know where to look. We trace the numbers back through the collection setup: what should have been measured, what was actually captured, and where the two stopped matching.
What is a data layer, and why do I need one?
A data layer is a structured way of making information from your website or app available to the tools that need it.
Say someone buys a pair of shoes. Your data layer makes the product, price, transaction value, and other relevant information available in a consistent format. Your tag management setup then sends the right information to platforms such as GA4.
Without a data layer, those tools may have to pull information directly from individual page elements. That works until something changes. A website update can suddenly leave your tracking looking for information that isn't where it used to be.
But before we build any of this, we want to know what you're actually trying to measure.
We define the events, interactions, and business outcomes that matter, then specify what information the data layer needs to provide. A Solution Design Reference gives your development and analytics teams a shared specification to work from.
Get the foundations right, and future changes are easier to manage. Get them wrong, and every platform using the data inherits the problem.
A typical Cloud Nine Digital GA4 implementation takes six to twelve weeks, depending on the number of properties, measurement requirements, and technical complexity.
We start with the data design, not the tags. What needs to be measured? Which events and conversions actually matter? What information needs to be available through the data layer?
Then we implement it. We work with your development team to fit tracking into existing sprint cycles, either providing specialist support or managing the configuration ourselves.
And we don't assume everything stays perfect once it goes live. Websites change. Releases introduce errors. Tracking breaks.
Monitoring after implementation helps us catch those problems before they become months of questionable data.
How long does a GA4 implementation take?
Do you only work with Google?
Our first question isn't which platform you use. It's whether you're satisfied with how you’re collecting data.
We’re a certified Google Cloud Partner and Google Analytics 360 reseller. Which is excellent if that’s what your problem needs.
Yes, we can call on specialist support if you’re using the wider Google Analytics stack, but we’re not going to force a product on you for the sake of it.
We’re tool-agnostic, working across GA4, Piano Analytics, Adobe, Tealium, and Piwik PRO. Whatever the job needs is what we recommend.
How an international brand kept 85% consent after adding a reject-all button
Cloud Nine Digital made the website's consent signals measurable and connected them to the client's marketing data. The client could see in advance what a new cookie banner would do to its numbers, tested variants and kept acceptance at 85%.
Let's find out where the numbers went wrong
If your reporting and business data don't match, we'll trace the problem back through the collection setup and work out what needs to change.
Contact details
Cloud Nine Digital
Johann Siegerstraat 24
1096 BH
Amsterdam, Netherlands
T: +3120 787 01 97
E: info@cloudninedigital.nl
Need something else?
Please do reach out. We are happy to help!