Measure, analyze, and optimize with GA4, GTM and Looker Studio. Custom dashboards to drive your growth.
THEY TRUST TRAFICUM WITH THEIR DATA
Analytics isn’t a gadget. It’s the foundation of ALL digital marketing . SEO, SEA, CRO, emailing: every strategy rests on reliable data. Without it, you’re blind.
For 15 years, I’ve watched companies spend thousands on marketing without even knowing if it works. The reason? Broken data. Misconfigured GA4. Events that don’t fire. Disconnected CRM.
My conviction: reliable measurement is the foundation of a winning strategy . GA4 + GTM + Looker Studio + CRM = one single source of truth. From there, you can optimize: better SEO decisions, better SEA ROI, better conversions.
Every service I offer (SEO, SEA, CRO) becomes 10x more effective when it rests on reliable data. That’s why analytics is my top priority.
RÉMI’S CONVICTION
« The best SEO, SEA, and CRO strategies are born from reliable data. I’ve built my approach on this principle: measure correctly first, then optimize.
Without reliable data, you optimize in the fog. With reliable data, every decision generates 3x more ROI. »
You look at Google Analytics. It tells you: « 100 conversions ». But that’s wrong. The true number: 127. You’re investing thousands in marketing based on inaccurate data.
Why? Google Analytics doesn’t talk to your CRM. GTM isn’t configured correctly. The data layer is empty. Events don’t fire. E-commerce conversions aren’t tagged.
Result: you make decisions on faulty data. You invest in SEA campaigns you think are profitable but aren’t. You cut the SEO budget because « GA4 says it brings nothing », when in reality SEO tracking is simply missing.
The truth: 73 % of companies have incomplete tracking. They optimize on faulty data. You can be different.
GA4 doesn’t communicate with the CRM
Contact created in CRM ≠ GA4 conversion
E-commerce events not tagged
Cart, payment, ROAS = unknown
Empty data layer
GTM has no info to track
Broken attribution
You don’t know which channel brings what
GDPR = tracking stopped
Misconfigured cookie banner = data lost
Non-automated reports
You only see data once a month
My mission: Build your complete, reliable measurement infrastructure. GA4 + GTM + data layer + CRM = one single source of truth.
A pyramid of reliable data, from web to CRM through e-commerce.
Reliable data = Sound decisions
Foundation of all collection. Variables = source of truth. Events, user, cart, order: all in the data layer.
Orchestra conductor. Sends events to GA4, Facebook Pixel, CRM, Looker. No dev needed for every change.
Modern analytics. Event-centric. Understands users across devices/channels, not just pages.
Cart, payment, refund, SKU: GA4 knows exactly who bought what. AOV per source. Calculated ROAS.
Contact created = event. Deal closed = event. GA4 and CRM speak the same language.
Real-time dashboard. Key KPIs visible every morning. Anomaly alerts. Auto-sent reports.
Result: Complete measurement chain, from visit to conversion. Zero data loss. 100 % attribution.
GA4 says:
100 conversions
CRM says:
127 contacts
Facebook Pixel:
95 buyers
→ You believe one, not the others
GA4 + CRM + Facebook:
Same source of truth
100 % attribution
→ Decisions based on reality
+30 % marketing ROI
Just from having accurate data
You optimize better
→ Same budget, more results
Status check: GA4, GTM, data layer, e-commerce, CRM. Where are the gaps? Where are you losing data?
Complete setup: structured data layer, standard GA4 events, conversions, multi-touch attribution.
Purchase, cart, payment, refund, product detail. GA4 knows every transaction. ROAS calculated precisely.
Contact created = conversion. Event sent to GA4. Form, chat, call: everything is tracked.
Real-time dashboard: traffic, conversion, ROAS, performance by channel, trends. Auto-sent reports. Full method: reporting that drives decisions.
Compliant cookie banner. Tracking adapted to consent. Zero trust loss. Compliance with regulations.
Full status check. Where are you losing data? What are the priorities?
Documented: every event = who, what, how. Ensures consistency and clarity.
Data layer, GTM, GA4, CRM, pixels. Everything runs together, zero conflicts.
Live dashboard. Alerts. Ongoing optimization. Zero data lost.
Users
Unique users
Primary traffic target
Sessions
Complete visits
Engagement = revisits
Conv%
Conversion rate
THE METRIC that matters
ROAS
Revenue / investment
ROI per ad channel
CAC
Acquisition cost
Spend / acquired customer
LTV
Customer lifetime value
Total customer revenue
AOV
Average order value
Revenue / transaction
CPA
Cost per action
Lead gen or e-commerce
hemea
Complete GA4 tagging plan implemented
Result: +40 % attribution precision. Clear identification of profitable channels. Immediate optimization of marketing budgets.
Nestlé Suisse
Event website and Google Ads campaigns
Result: Created an event website with instant game for a national contest in Migros stores. Search and Display campaigns to maximize entries and convert online players into in-store visitors.
FM Logistic
UA → GA4 migration with 0 % data loss
Result: Historical continuity preserved. UA and GA4 data reconciled. Migration confidence confirmed.
GSC + GA4 data = better keyword targeting. Search Console analysis to identify words that drive traffic. Optimization of pages that convert.
→ Explore the SEO synergyReliable conversion tracking = smart bidding. GA4 talks to Google Ads. Precise ROAS per campaign. Budgets optimized in real time based on real data.
→ Explore the SEA synergyHeatmaps + GA4 funnel data = smarter optimization. Understand where users drop off. A/B tests guided by real data. Rising conversions.
→ Explore the CRO synergyUntil the sales stage comes back, bidding treats an enquiry that went nowhere and a signed customer in exactly the same way. I restore the thread, from click identifier capture through to the conversion bidding actually uses.
Auto-tagging, capture script on every page and behind consent, a hidden field in every form for the Google identifier and for Meta’s.
Daily export of the stage reached, aligned with the platforms’ real deadlines: 90 or 14 days on Google depending on the source, 7 days maximum on Meta, whole request rejected beyond that.
Conversion action set to primary rather than secondary, identical naming across accounts, value sent back rather than a plain count. That is where what the campaign chases is decided.
A measurement tag missing from one template shows up in no dashboard at all: the traffic you never recorded looks exactly like traffic that never happened. An automated crawl gives you the real coverage. I have written up how I use it, and the day that same check fired on 100% of a catalogue while measurement was firing correctly on every single page.
Sitebulb: the worst finding is not the costliest →This week, I deployed a complete server-side tracking setup (CAPI plus Google Tag Server) for one client, alongside a custom GEO monitoring system for another. The recurring conclusion: marketing data in 2026 is no longer just GA4. It’s an entire ecosystem of signals to orchestrate, from pixel tracking to LLMs.
Going server-side is no longer optional. iOS, Safari, Brave systematically block client-side tracking. Without CAPI, you lose 30-50 % of reported conversions. And when you steer an ad campaign on incomplete data, it’s like sailing blind: ROI artificially collapses, budgets get wasted, and you’ll never really know whether your strategy works.
In parallel, GEO monitoring becomes the data counterpart of classic SEO. You’ve tracked your Google positions for ten years? Now you also need to track your visibility in ChatGPT, Perplexity, and Google AI Overviews answers. This isn’t GEO as in geo-targeting. It’s GEO as in Generative Engine Optimization. And it changes everything for brands that want to stay visible in 2026.
Stack tools mastered: GA4, Looker Studio, Metabase, BigQuery, Stape, Customers.ai, Google Tag Manager Server-side. Plus growing expertise in lightweight custom monitoring architectures (Postgres, API monitoring, real-time dashboards).
Going further
Read the related articles: connecting your CRM to your campaigns without the machinery, the dashboard a company director actually reads, server-side tracking and CAPI, GEO monitoring (ChatGPT/Perplexity/AI Overviews), and explore the full GEO expertise.
Reliable tracking and dashboards so you can steer your marketing precisely.