Analytics & Tracking

Analytics Documentation & Training
Make Your Team the Owners, Not Just Users.for the UK

Built for UK owner-led businesses competing in British search. 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.

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↑ 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 in the UK

The Reality in Most Companies

One person (often the person who left) knows how the tagging actually works in the UK
No living document of what each event means or why it was built that way in the UK
New marketers are afraid to touch anything in GTM in the UK
Every new question requires opening a ticket with the old agency in the UK
When leadership asks "why did conversions drop?" nobody has the full picture in the UK

What We Leave Behind

A complete, searchable guide that stays up to date: a catalogue 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 in the UK.

What "Documentation & Training" Actually Means at This Level in the UK

Documentation Deliverables

Event Catalog: Every event with business definition, required/optional parameters, example payloads, when it fires, and which platforms consume it in the UK.
dataLayer Schema: Full reference of every key we push, types, when it is populated, and how it maps to GA4 dimensions and CRM fields in the UK.
GTM Runbook: How to add a new tag safely, promote between environments, debug a firing issue, and request a change with the right context in the UK.
Exploration & Report Library: The 8-12 explorations and dashboards that answer the questions leadership actually asks, with recorded walkthroughs in the UK.

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) in the UK.
Change Rules: Who can publish to production, what requires approval, how to name things, and the escalation path when something looks wrong in the UK.
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" in the UK.

Our Documentation & Training Process

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 in the UK.

Catalog & Schema Build

Create the living event catalog, dataLayer reference, and parameter dictionary with real examples from your actual traffic in the UK.

Runbooks & Visuals

Write the GTM runbook, exploration usage guides, and troubleshooting decision trees. Record short Loom videos for the most common tasks in the UK.

Change-Rule Design

Define roles, publishing rules, naming standards, and the lightweight process for requesting and approving changes without slowing the team down in the UK.

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 in the UK.

Handoff & 30-Day Support

Full Notion/Google Drive package + calendar invites for follow-up questions. We stay available while the team internalizes ownership in the UK.

FAQ

Common questions

Answers for businesses in the UK.

What format does the documentation usually take? expand_more

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 in the UK.

How much of this is "we will maintain it" vs "you maintain it"? expand_more

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 in the UK.

Do you also train leadership or just the hands-on team? expand_more

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" in the UK.

How long does the training usually take? expand_more

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 customise to your team size and roles in the UK.

What if half the team is non-technical marketers? expand_more

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 in the UK.

Can you make the docs useful for the next person we hire in six months? expand_more

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 in the UK.

Do you document the ad platforms and CRM side too, or only GA4/GTM? expand_more

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 in the UK.

How do you handle version control of the documentation when things change? expand_more

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 in the UK.

What if we want to add a completely new event six months later? expand_more

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 in the UK.

Do you also create internal dashboards or just hand over GA4 explorations? expand_more

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 in the UK.

How do you make sure the governance rules are actually followed? expand_more

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 in the UK.

Can the documentation include "here is what good and bad data looks like"? expand_more

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 in the UK.

What happens if we ignore the governance and make a mess again? expand_more

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 in the UK.

Do you train on specific tools (Looker, dbt, etc.) or just GA4 and GTM? expand_more

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 optimise for that in the UK.

How do we get started with proper documentation and training? expand_more

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 in the UK.

Ready to stop being the only person who understands your analytics in the UK?

Get a free documentation audit. We will show you exactly what a complete, living measurement system your team can own would look like in the UK.

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Marketing 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 in the UK.

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 in the UK.

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What $500 a month covers

Pages
Included
Pages built around the searches your buyers actually type in the UK.
Search and ads
Included
Search and ads aimed at people ready to enquire in the UK.
Tracking
Included
Calls, forms and bookings tagged to the search, ad or page behind them in the UK.

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 in the UK.

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 in the UK.

Yoana

Social and app development

Shapes social strategy and builds practical app experiences that turn attention into action in the UK.

Mike

SEO

Owns technical, local and content SEO so the right buyers find you when demand is highest in the UK.

Robert

Paid media

Plans and manages paid search and social campaigns around qualified leads in the UK.

Elmer

Analytics

Connects tracking, attribution and reporting so decisions are based on revenue-quality data in the UK.

Dino

Design

Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences in the UK.

Certified and experienced

Certified where it matters. Accountable for the outcome in the UK.

Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010 in the UK.

Google AdsCertified

Google AnalyticsCertified

Google Tag ManagerCertified

Operating since 2010Proven experience

Analytics Documentation & TrainingMake Your Team the Owners, Not Just Users.for the UK