Analytics & Performance
Measurement architecture, dashboards and attribution. The boring layer that makes every other marketing discipline accountable.
What this service is
Marketing works when one number is canonical and everyone agrees on it. Most clients we meet do not have that. They have three dashboards that disagree, a measurement architecture built over five years of agencies adding pixels, and a finance team that does not trust the numbers. Kaelo Marketing & Media starts with that reset.
“A marketing operation works when one revenue number is canonical and every team agrees on it. Most clients we meet have three dashboards that disagree, and the disagreement is the actual problem.”
— A Kaelo Marketing & Media principal
What we are accountable for
Where the work lands.
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01
Measurement architecture
Tagging, server-side tracking, pixel hygiene, consent management. Documented, reviewed, defensible.
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02
Dashboards
One executive dashboard, one operating dashboard, one investigation dashboard. Built once, used every week.
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03
Attribution & lift testing
Statistically meaningful tests, run on a documented cadence, with results pulled into the operating review.
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04
CRO discipline
Hypothesis-first experimentation, with a backlog the brand’s team owns and the agency advises on.
How we engage
From first email to standing review.
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01
Measurement-architecture diagnostic
Three-to-four-week review of the existing tagging, server-side tracking, pixel hygiene, consent management, attribution model and dashboarding. Output: a written gap analysis and a recommended architecture.
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02
Build & integration
Tagging rebuilt or extended, server-side endpoints stood up, consent layer compliant with the jurisdictions the business operates in, identity stitching where the operating model needs it.
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03
One canonical revenue number
The single number that finance, marketing, growth and operations all agree on. Defended in writing; signed off by the finance lead before deployment.
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04
Operating cadence built in
The dashboard is the dashboard the operating team uses every week. We do not deliver dashboards no one opens. The cadence is reviewed quarterly.
Where this applies
The sectors this service is shaped for.
When to call us
The shape of the moment this work usually arrives in.
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01
Your finance team has stopped trusting the revenue numbers each marketing channel reports.
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02
You are preparing for a post-cookie environment (iOS, GDPR, CCPA, KSA PDPL) and the current attribution model will not survive the transition.
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03
You operate multiple brands or channels and the lack of a canonical revenue number is producing inter-team disagreement on a quarterly basis.
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04
You are running an experimentation programme without statistical rigour and want the architecture rebuilt so the experiments actually inform decisions.
Recent mandate, anonymised
Reset the canonical revenue number for a consumer group — one number, every team, every report.
Server-side tracking, deduplication rules, and a documented data-quality cadence. The finance team approved the number; the marketing team operates on it.
Recent mandate, anonymised
Statistically rigorous lift-testing programme for a consumer brand — finance, growth and brand on one number.
Geo-split lift tests run quarterly with documented statistical methodology. Marketing spend stopped being argued about; the operating review became a forty-minute decision meeting rather than a two-hour disagreement.
For clarity
What we will not do here.
- We do not build dashboards no one will look at. The dashboard list is set against the operating cadence first.
- We do not use vanity metrics — impressions, reach, engagement — as primary KPIs. They are noise inputs, not outcomes.
- We do not lock measurement architecture into proprietary tooling. The build is the client’s, on stacks the in-house team can operate.
- We do not skip consent compliance. Every consent layer we deploy is built to the regulation of the strictest jurisdiction the business operates in.
Frequently asked
The questions that arrive first.
- 01 What tooling do you typically work with?
- GA4, GTM, server-side GTM, BigQuery, Segment, Hotjar/Microsoft Clarity, the major attribution platforms. The tooling is chosen against the team that will operate it and the data the business actually generates.
- 02 How long does a measurement rebuild take?
- Diagnostic phase: 3-4 weeks. Architecture build and integration: 8-14 weeks depending on integration complexity. Standing-cadence engagement thereafter, year-on-year.
- 03 Do you run the analytics function for us or work alongside our team?
- Either. Where the client has an internal analytics function, we sit alongside as the architecture layer. Where they do not, we operate the function on retainer until the team is staffed.
- 04 How do you handle the post-cookie transition?
- Server-side tracking, first-party data infrastructure, consent-mode integration, modelled attribution as the four-pillar approach. We treat the post-cookie work as a moving target and update the architecture annually.
- 05 Do you run experimentation?
- Yes — hypothesis-led, statistically rigorous, with the experimentation backlog owned by the client and prioritised against business questions, not against testing-tool features.
- 06 How does this connect to the rest of the practice?
- Analytics is the foundation. Performance Marketing runs on top of it; Web & Digital Build ships its tagging requirements through the measurement architecture; content and social measure outcomes through it.
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