Conversions defined before anything else
Decide what counts as a conversion, then configure it. Analytics without conversion events tells you how many people arrived and nothing about whether any of it worked.
Delhi NCR
Analytics setup in Delhi that counts what matters.
Most businesses have analytics installed and no conversion tracking. They can tell you how many people visited and nothing about whether it worked.
Overview
What proper measurement requires
Analytics is only useful once conversions are tracked. For most Indian businesses that means form submissions, tappable phone calls and WhatsApp clicks, all registered as events. Without those the reporting measures traffic rather than outcome, and traffic is not what you are paying for.
Calls and WhatsApp counted
In this market a large share of enquiries arrive by phone or WhatsApp rather than a form. Untracked, those channels look like failures and get defunded while they were the ones producing business.
Traffic sources tagged
UTM parameters on every campaign link so you can tell which spend produced which enquiry. Most businesses running ads cannot answer this because nobody set it up.
Search Console connected
The only source of query data, and the leading indicator that moves before rankings do. Free, and routinely not connected.
Your own accounts
Analytics, Search Console and ad accounts in your name with the agency granted access. Otherwise you lose the history when the relationship ends.
A report you would actually read
Three numbers that matter, monthly. Qualified enquiries, cost per enquiry where you buy traffic, and what changed. Dashboards with forty metrics get opened once.
What to avoid
Why most reporting is useless
| Reported | Actually tells you |
|---|---|
| Sessions | How many arrived, not whether it worked |
| Bounce rate | Often nothing; a call after one page is a success |
| Time on page | Engagement or confusion, indistinguishable |
| Keyword rankings alone | Position, not revenue |
| Qualified enquiries | Whether it worked |
| Cost per qualified enquiry | Whether it was worth it |
The last two rows are the report. Everything above them is diagnostic detail that explains why those numbers moved.
Detail
What to ask before you hire
| Ask them | Good answer | Walk away if |
|---|---|---|
| Who owns the accounts and data? | You do, in your own name | Accounts in the agency's name |
| Can I open three live examples? | URLs you can check yourself | Screenshots and a PDF |
| What is explicitly not included? | A written list with change pricing | Everything is included |
| What happens when it breaks? | A named process and response time | Not discussed |
The failure question matters most on anything connected to another system, because integrations fail quietly.
FAQ
Common questions
What should we actually measure?
Qualified enquiries and, where you buy traffic, cost per qualified enquiry. Sessions, bounce rate and time on page are diagnostics that explain movement in those numbers rather than being the numbers themselves.
How do we track phone calls?
Through call tracking that assigns a number to web visitors, or at minimum by registering taps on your phone number link as events. Without it, service businesses systematically undercount their website's contribution.
Can we track WhatsApp enquiries?
Taps on the WhatsApp link can be tracked as events, which tells you how many people started a conversation. What happens inside WhatsApp is not visible to analytics, so pair it with your own record of enquiries received.
Is bounce rate a problem?
Usually not by itself. A visitor who lands on your contact page, takes the number and calls registers as a bounce and is a success. Judge outcomes rather than proxies.
Whose name should the analytics account be in?
Yours, with the agency granted access. Otherwise you lose all historical data when the relationship ends, and history is most of what makes analytics useful.
What should a monthly report contain?
Three numbers: qualified enquiries, cost per enquiry where applicable, and what changed since last month. A dashboard with forty metrics gets opened once and then ignored.
Next step
Tell us what you need.
Send us what you are trying to fix and we will tell you what it takes, what it costs, and whether we are the right people for it. If we are not, we will say so.