Paid media pain
Platform ROAS looks great, profit does not.
Meta, Google, and TikTok all claim credit for the same revenue. Finance sees a very different story, and nobody can explain the gap.
Paid Media · Measurement · Attribution
Your ad platforms say you're winning. Your bank account disagrees.
Analytico sits between GA4, Meta, Google Ads, and your backend to reconcile revenue, clean up signals, and give you a measurement layer your CMO and CFO can both trust—before the next budget cycle.
- Track – engineer durable, consent-aware tracking with server-side GTM and Conversion APIs for your highest-value events.
- Analyze – build white-box attribution and POAS/LTV views in your own warehouse instead of renting another black-box ROAS tool.
- Optimize – reallocate spend, tune bid strategies, and design experiments using trusted, decision-grade numbers.
Best fit for teams already spending meaningfully across Meta, Google, and other channels—and who are done debating which report is "right".
Trusted by marketing, growth, and analytics teams at high-growth and established companies across SaaS, ecommerce, healthcare, financial services, and other data-driven industries.
Paid Media & Budget Decisions
Ad spend is going up. Your confidence in the numbers shouldn't go down.
We act as your measurement engineering partner for paid media: tracing discrepancies, cleaning up signals, and giving you a single, defensible view of what's actually driving revenue and profit.
Paid media pain
Upper-funnel and brand always lose the argument.
Anything that doesn’t convert in-channel gets under-valued, so all the budget gets dragged back to lower-funnel search and remarketing.
Paid media pain
Bid strategies act like a black box.
Smart bidding, broad match, and Advantage+ optimize to the signals you give them—if those signals are wrong, you scale the wrong behavior.
Paid media pain
Budget reallocation feels political, not analytical.
Channels fight for their number, not for the truth. Moving dollars between platforms feels like guesswork instead of a clear, defensible move.
Fix paid media measurement & attributionLearn about media mix & incrementalityTalk through your current ad spend
We don't buy the media. We make sure the numbers your media team is judged on actually match how money moves through the business.
Broken measurement doesn't just annoy people. It distorts spend.
Most teams aren't short on data—they're short on a version of reality everyone trusts. When GA4, ad platforms, and your backend disagree, decisions slow down, "safe" channels get over-funded, and high upside bets never get a fair read.
TAO—Track, Analyze, Optimize—is how we move you from report chaos to a measurement system that directly supports product, media, and revenue decisions.
Risk signal
You don't fully trust GA4.
Mismatched numbers, broken events, and UA migrations that never really got finished.
Risk signal
Attribution fights never end.
Media, product, and finance are reading different reports and arguing instead of reallocating.
Risk signal
CRO and experiments feel random.
Tests are ad hoc, under-powered, or impossible to read across platforms and segments.
Risk signal
Analytics is stuck in ticket mode.
Analysts are reporting, not partnering—leaving big bets under-informed.
The Analytico TAO Framework
From tracking chaos to confident, revenue-backed decisions.
Most teams get stuck in one of two modes: endless implementation or endless reporting. TAO—Track, Analyze, Optimize—ensures your data foundation, insight layer, and optimization engine work as one system instead of three disconnected efforts.
Track
Engineer a measurement foundation you can actually trust.
We rebuild GA4, GTM, server-side tagging, and CRM integrations around a clear event schema and revenue logic so marketing, product, and finance see the same truth.
- GA4 & GTM audits, rebuilds, and migrations.
- Server-side tagging and Meta CAPI for clean conversion data.
- Consent-aware measurement for GDPR, CPRA, Quebec, and more.
Analyze
Turn data exhaust into decision-grade insight.
We wire GA4, BigQuery, and BI into a coherent analytics stack: funnels, cohorts, LTV, and attribution that drive prioritization instead of endless debate.
- Measurement strategy and KPI frameworks.
- Attribution modeling beyond “whatever GA4 says by default”.
- Executive dashboards in Looker Studio and Power BI.
Optimize
Invest where the data says it actually moves the needle.
We help you design experiments, CRO programs, and budget shifts with clear readouts, so you can defend your bets to leadership.
- CRO roadmaps grounded in analytics, not guesswork.
- Experiment design, KPI selection, and post-test analysis.
- Always-on optimization using your strongest signals.
What we actually do for you.
Analytico is built for teams that already have meaningful traffic and spend—and need analytics to catch up. We plug into your marketers, product managers, and finance partners, then work backwards from the decisions you need to make.
Most engagements mix a foundation track (GA4/GTM, server-side, governance) with a decision track (attribution, modeling, CRO) so your team sees value while the plumbing is being fixed.
GA4 & GTM implementation (client + server-side)Track
Fix the foundation: clean events, server-side where it matters, and documentation your devs don’t hate.
- Rebuilds and migrations from UA or messy GA4 setups.
- sGTM and CAPI/Conversions API for higher-value events.
- End-to-end QA, debugging, and implementation playbooks.
Measurement & attribution strategyAnalyze
Move beyond last-click and platform ROAS to a model your CFO can actually sign off on.
- Hybrid attribution frameworks tailored to your data reality.
- Channel, campaign, and creative taxonomies that stick.
- Executive-grade views of ROAS, CAC, LTV, and unit economics.
Experimentation & CROOptimize
Turn experiments from random tests into a pipeline that compounds across funnels and lifecycle.
- Test pipelines for websites, funnels, and lifecycle campaigns.
- Guardrails, win criteria, and experiment review rituals.
- Partner with in-house teams or external CRO vendors.
BI, modeling & decision supportAnalyze
Give leadership a single place to see what’s working, what isn’t, and why.
- Modeling in BigQuery, Snowflake, or your warehouse.
- Role-specific dashboards for growth, product, finance, and exec.
- Ongoing advisory to keep decision rhythms grounded in data.
Analytics enablement & team designEnablement
Uplevel the people side: playbooks, training, and structure for your in-house analytics and growth teams.
- Playbooks, training, and office hours for in-house teams.
- Help structuring analytics/growth roles and hiring roadmap.
- Fractional leadership during transitions and rebuilds.
Where We Plug In
Built for teams where bad data is a real financial risk.
We work best with teams who already care about performance—growth, marketing, product, and leadership that know analytics should behave like a core system, not an afterthought.
Ecommerce & Retail
Shopify, headless, and multi-store setups where every percent of conversion and ROAS matters.
SaaS & PLG
Acquisition → signup → activation → expansion, tracked cleanly across product and go-to-market.
Healthcare & Clinics
Lead-to-patient journeys across domains and CRMs with HIPAA- and privacy-aware tracking.
Fintech & Financial Services
Multi-step onboarding, risk checks, and KYC flows aligned with regulatory and analytics needs.
Media & Publishing
Engagement, subscriptions, and ad revenue modeled together—not in separate silos.
Education & EdTech
From content to enrollment to learning outcomes with clean event and cohort design.
Platforms & Stack
Deep platform expertise without being shackled to one vendor.
We live in GA4, GTM, server-side GTM, Shopify, HubSpot, Stripe, BigQuery, Looker Studio, and Power BI—designing analytics stacks that work together rather than fighting each other.
We're not a media agency with "some GA4 help". We're a measurement team that happens to understand growth.
Analytics is a means, not the end.
We measure our work by how confidently your team can make bets—not by how many events, tags, or reports we ship.
Most clients see a mix of efficiency gains (spend reallocated), risk reduction (fewer bad bets), and speed (decisions made faster with less debate).
Marketing efficiency
10–20%
budget reallocated to higher-return channels
Reallocate spend from low-incremental to high-leverage channels, grounded in incrementality and LTV—not just platform ROAS.
Faster, cleaner decisions
2–4x
reduction in time spent reconciling reports
Replace spreadsheet wrangling and data arguments with a single, trusted set of numbers for growth, product, and finance.
Experimentation that compounds
+10%
lift in experiment win rate over time
Move from isolated tests to a pipeline that systematically improves funnels, creative, and lifecycle performance.
Executive-grade visibility
1 view
for board, CFO, CMO and product to align on
Dashboards and narratives that help your leadership answer: what’s working, what isn’t, and where we invest next.
Selected Outcomes
We fix the kinds of analytics problems that stall growth, waste spend, and create politics.
Names can be anonymized, but the problems aren't unique. If your team doesn't fully trust the numbers, we've probably seen your situation before.
Ecommerce · Shopify + GA4 + sGTM
Problem: GA4 revenue under-reported by ~30% vs Shopify and Ads; channel ROAS wasn't trusted.
Impact: Purchase revenue aligned within 1–2% across GA4, Ads, and backend. Budget shifted into proven channels with confidence.
SaaS · PLG funnel
Problem: Signup, activation, and upgrade events defined differently across teams and tools.
Impact: A single funnel from first-touch through in-product activation; product and growth finally working from the same map.
Healthcare · Virtual care
Problem: Multi-domain flows and CRM handoffs broke attribution and lead visibility at every step.
Impact: End-to-end view from campaign to consult; leadership could see which channels generated qualified patients, not just leads.
Signals Hub · Playbooks & Deep Dives
Learn how we design measurement systems, not just implement tags.
The Signals Hub is where we unpack how GA4, server-side tracking, CRM data, and experimentation fit together into a decision-grade analytics stack.
Featured signal
Mastering Data Aggregation in Looker Studio: A Guide to Fixing Hidden ErrorsAre your Looker Studio numbers wrong? Learn to spot and fix silent aggregation mistakes like averaging CTRs, incorrect data blends, and COUNT_DISTINCT errors.
By Nishan SinghSep 9, 2025
GA4 & tracking strategyServer-side taggingCRM & revenue dataExperimentation & CRO
ArticleSep 9, 2025
Mastering Data Aggregation in Looker Studio: A Guide to Fixing Hidden Errors
Are your Looker Studio numbers wrong? Learn to spot and fix silent aggregation mistakes like averaging CTRs, incorrect data blends, and COUNT_DISTINCT errors.
By Nishan Singh
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About Analytico
A specialist analytics team that sits between your devs, marketers, and leadership.
We've worked across ecommerce, SaaS, healthcare, fintech, and more— solving the same root issue: analytics is treated like an afterthought bolted onto the website, instead of a core system that runs alongside product and go-to-market.
Our work is equal parts engineering, analytics, and enablement. We build systems, ensure the numbers are right, and help your team actually use them.
Nishan Singh
Founder & Lead Analytics Architect
"Our job isn’t to hand you another dashboard. It’s to make sure your tracking is trustworthy, your analytics are explainable to leadership, and optimization work actually moves revenue."
Connect on LinkedIn →Based in Toronto · Working across North America
Lohit Sharma
Lead Analytics Implementation Specialist
"If events, payloads, and schemas aren’t precise, every report built on top is guessing. My job is removing that guesswork at the implementation layer."
Track pillar · Web, app & warehouse
Valentina Borisovna
Lead Experimentation & Data Visualization Analyst
"An experiment isn’t just a button color test. It’s a disciplined way to prove what actually moves revenue, not what feels good."
Analyze & Optimize pillars