Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
Analytics & Tracking
Analytics Documentation & Training
Make Your Team the Owners, Not Just Users.
We write down how your tracking works, what each tracked action means, and who is allowed to change it, then train your team to run it. Your analytics stops being a black box that only the consultant who left can explain.
Get a Free Documentation Audit arrow_forward↑ 4.5×
Team Self-Sufficiency
↓ 65%
Time to Answer "Why?"
90%+
New Hires Onboarded Faster
75+
Teams Trained
The Most Expensive Analytics Tool Is the One Nobody on Your Team Understands
The Reality in Most Companies
- One person (often the person who left) knows how the tagging actually works
- No living document of what each event means or why it was built that way
- New marketers are afraid to touch anything in GTM
- Every new question requires opening a ticket with the old agency
- When leadership asks "why did conversions drop?" nobody has the full picture
What We Leave Behind
A complete, searchable guide that stays up to date: a catalog of every tracked event with plain definitions and examples, a list of what your site sends to GTM, step-by-step instructions for Google Tag Manager, a library of reports with short video walkthroughs, rules for who can change what, and hands-on training so your team can run it without us.
What "Documentation & Training" Actually Means at This Level
Documentation Deliverables
- Event Catalog: Every event with business definition, required/optional parameters, example payloads, when it fires, and which platforms consume it.
- dataLayer Schema: Full reference of every key we push, types, when it is populated, and how it maps to GA4 dimensions and CRM fields.
- GTM Runbook: How to add a new tag safely, promote between environments, debug a firing issue, and request a change with the right context.
- Exploration & Report Library: The 8-12 explorations and dashboards that answer the questions leadership actually asks, with recorded walkthroughs.
Training & Governance
- Role-Based Training: Separate sessions for marketers (how to read the data), devs (how to push events correctly), and analysts (how to extend explorations).
- Change Rules: Who can publish to production, what requires approval, how to name things, and the escalation path when something looks wrong.
- Onboarding Kit: For the next person who joins the team - a 30-minute path from "I have never seen this before" to "I can add a new event safely".
Our Documentation & Training Process
01
Knowledge Capture
Interview everyone who currently touches the data. Extract tribal knowledge from GTM, GA4, CRM, ad platforms, and spreadsheets. Record the "why" behind every major decision.
02
Catalog & Schema Build
Create the living event catalog, dataLayer reference, and parameter dictionary with real examples from your actual traffic.
03
Runbooks & Visuals
Write the GTM runbook, exploration usage guides, and troubleshooting decision trees. Record short Loom videos for the most common tasks.
04
Change-Rule Design
Define roles, publishing rules, naming standards, and the lightweight process for requesting and approving changes without slowing the team down.
05
Live Training Sessions
Hands-on workshops for each audience (marketing, dev, leadership). They leave with the ability to answer their own questions using the materials.
06
Handoff & 30-Day Support
Full Notion/Google Drive package + calendar invites for follow-up questions. We stay available while the team internalizes ownership.
FAQ
Common questions
What to know before you get started.
What format does the documentation usually take?
A living Notion workspace or shared Google Drive folder that includes the event catalog (searchable table + detailed pages), dataLayer schema, GTM runbook, exploration library with embedded videos, governance rules, and troubleshooting decision trees.
How much of this is "we will maintain it" vs "you maintain it"?
We build it with you and train you to own it. We include a lightweight quarterly review in many engagements, but the goal is that your team can update the catalog the same day you add a new event without waiting for us.
Do you also train leadership or just the hands-on team?
We do both. Marketers and analysts get deep hands-on training. Leadership gets a shorter session focused on "how to read the numbers we now trust" and "what questions you can now confidently answer yourself".
How long does the training usually take?
Core team (3-6 people): two 90-minute hands-on sessions + recorded reference videos. Full company enablement with leadership briefing: half a day spread over two sessions. We customize to your team size and roles.
What if half the team is non-technical marketers?
We create separate tracks. Marketers learn how to read explorations, request the right data, and understand what the events actually mean. Devs learn the implementation side. We do not waste marketers time on GTM trigger syntax.
Can you make the docs useful for the next person we hire in six months?
That is one of the primary goals. We include an "onboarding path" section: here is the 20-minute tour, here are the three explorations you should look at first, here is how to add a simple new event safely.
Do you document the ad platforms and CRM side too, or only GA4/GTM?
The full chain. We document how events flow into Google Ads, Meta, Microsoft, CRM stages, and any BI tools. If a number appears in a dashboard, we document where it came from and how it can break.
How do you handle version control of the documentation when things change?
The catalog lives in Notion or Drive with page history. We add an "Event Changelog" section and we train the team to update it the same day a new event or parameter goes live. We also version the major schema releases.
What if we want to add a completely new event six months later?
You follow the runbook. We include a checklist: define business meaning, add to catalog, decide parameters, implement in GTM or code, test in debugView, update docs, announce to the team. Most teams can do this without us after training.
Do you also create internal dashboards or just hand over GA4 explorations?
We usually start with GA4 explorations + Looker Studio or Google Sheets where leadership needs prettier or scheduled views. We build what they will actually use and document how to maintain those too.
How do you make sure the governance rules are actually followed?
We keep them lightweight and tied to real pain (e.g. "nothing goes to production without a 24h notice in the #analytics channel"). We also set up simple alerts so the team sees when something unexpected starts firing.
Can the documentation include "here is what good and bad data looks like"?
Yes. We include before/after screenshots, example payloads, common failure modes, and the exact numbers the team should expect for key events under normal traffic. This becomes the team's quality bar.
What happens if we ignore the governance and make a mess again?
The docs and alerts will make it obvious quickly. We also offer a lighter "tune-up" engagement later if you want an outside eye. Most clients stay reasonably clean because the cost of drift is now visible to them.
Do you train on specific tools (Looker, dbt, etc.) or just GA4 and GTM?
We train on whatever stack you actually use. If you have BigQuery + dbt + Looker, we document the views and teach the team how to extend them. If you live entirely in GA4 + Google Sheets, we optimize for that.
How do we get started with proper documentation and training?
Book the free audit. We will assess the current state of tribal knowledge, gaps, and pain points, then give you a clear proposal for the documentation package and training that will make your team self-sufficient.
Ready to stop being the only person who understands your analytics?
Get a free documentation audit. We will show you exactly what a complete, living measurement system your team can own would look like.
Get My Free Documentation Audit arrow_forwardMarketing from $500 USD a month
Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts.
Starting at
$500 USD per month
Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type.
Search and ads
IncludedSearch and ads aimed at people ready to inquire.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them.
Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓