Nothing prepares your brand for success better than data-driven analysis and detailed insight. Whether it’s to better understand the effect of a campaign, to deep-dive into the user journey or to inform your strategic decisions, an investment in web analytics is essential for today’s modern digital marketer.

Impression is a multi award winning agency that prides itself on data fuelled decision making. Our clients trust us to review their existing analytics platforms and to ensure any and all integrations are performing effectively. We also help our clients to build new analytics solutions, from out of the box integrations with the likes of Facebook and Salesforce through to enhanced ecommerce and bespoke manipulation of data.

As a Google Premier Partner, we most commonly work with Google Analytics and Google Analytics 360 but we are most likely familiar with your existing tech stack, too.

Get in touch today to discuss your analytics requirements with us.

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In our experience, Impression demonstrated great creativity within an agile delivery environment. With great communication at its base, detailed iterative process and craftsmanship they delivered an excellent outcome.


Impression are, in my opinion, one of the best digital agencies in the Midlands area. Their team of digital specialists are truly invested in the success of Impression and their clients, making working with them a joy! Their approach to digital strategy is first-class and their in-house knowledge gives me every confidence that there's plenty more to come from the Impression team!


Innovative and efficient Impression always come up with interesting and relevant solutions. Data analysis capabilities show trends we hadn't thought of. Highly professional and always approachable, excellent at keeping within a tight budget. Detailed knowledge of complex website and structure issues.

Company Check
Company Check

I cannot recommend Impression enough, they have a can do attitude and nothing is too much trouble. Within 6 months of working with the the team at Impression we are already seeing a great return on our investment. They are true innovators and we are delighted to be partnering with them.

Distinct Recruitment
Distinct Recruitment

Our approach to web analytics

We believe that nothing prepares you business better for marketing success than having complete access to data. Our clients benefit from best-in-class analytics thanks to our analytics team, whose work ranges from basic setups to advanced integrated solutions.

Impression works collaboratively with your internal team, making sure that the data we’re facilitating is genuinely useful to your business. This means we often provide custom or bespoke solutions, or advise on less common integrations, perhaps integration your internal CRM, your own analytics programmes or ecommerce management platforms.

1. Back to basics

We work with you to ensure your current implementation is set up properly and that everything that should be tracked, is tracked.

2. Analytical approach

By understanding your business – including profitability, aspirations and audience – we help you build out analytical frameworks to give you tangible, usable insights for your business.

3. Intelligent growth

We help you build out your analytics capabilities using out of the box solutions, bespoke integrations and custom APIs to give you access to valuable data insights.

Speak to us today about your specific requirements.


How can better web analytics help me?

Better web analytics means better data, and better data means you can make better, more profitable, decisions. Many web developers will place a basic Google Analytics tracking code on your website, or you may be able to benefit from an easy-to-setup integrated Google analytics implementation from your ecommerce content management system. 

However default integrations only tell you the basics. In most platforms, there are always additional aspects you can measure on which to make decisions, or to target improvements. These typically include form and checkout funnels, click events, and on-page performance metrics to allow you greater understanding of your user, and their journey. 

What’s the benefit/value from Analytics project(s)?

Without a measurement plan, or a CRO testing plan in place, it is difficult to fully prescribe the exact value of an analytics project. However if you know you’re missing out on additional valuable data, then running a project will ensure you capture everything that’s available. 

By measuring the meaningful interactions between your brand and your customers you’re able to understand which channels are driving the desired behaviours, form completions, calls or purchases so that you can balance your channel investments and ongoing advertising, design, development and testing budgets to deliver the best ROI. 

Why select Impression as your Analytics Agency?

Impression’s accredited Analytics team is a group of highly skilled individuals with skill sets bridging development, analytics, and business intelligence. We’re most capable at working with the Google Marketing Platform (Google Analytics, Tag Manager, Campaign Manager, etc) however we also have analytics experience across Oracle, Hubspot, Ometria, all social network ad managers and more. Working with Impression, you’re not just getting the experience and knowledge of one person, but a whole agency! 

We often work with third party development agencies and in-house teams to ensure the end-to-end project is a success. Similarly we can work independently when required, and even on websites which are inflexible, we’re able to leverage creative solutions to your measurement challenges.

Does it matter which web analytics platform I currently use?

No, all principles of web analytics are very similar, most operate on events such as page views, clicks and form completions. Some of our enterprise customers actually use more than one platform!

Our preference is driven by the market – we prefer Google Analytics and Tag Manager as it’s the most popular, however we likely have experience with the software you use, too! 

I already have web analytics, what else can I track?

Web Analytics is a typical case of “you don’t know what you don’t know”. Basic page view tracking is useful to understand audience size and some top level metrics of your site’s browsing behaviour. By tracking more advanced checkout journeys, form event analytics, single page application navigation and more, you’re able to get a much fuller picture of what’s working on your website — and, arguably more importantly, what isn’t.  

What is a Measurement Plan?

A measurement plan documents the detail linking the ‘what’ and ‘how’ of the KPIs you’re concerned about with your marketing or business objectives. 

As an example, if you’re looking to increase basket value, then it would be sensible to track this (and related behavioural metrics) over time. Similarly if you’re wanting more form conversions, then ensuring this is tracked, and perhaps tracked as a funnel, would be a real requirement. 

What’s included in your Analytics service?

Our web analytics service is comprehensive. We work with businesses across audits, code reviews, technical implementation, training and ongoing reporting. We are familiar with working across project sizes ranging from large multi-site estates through to JavaScript single page applications.

What web analytics tools do you use?

For website analytics we typically use the Google Marketing Platform suite, including Google Analytics, Tag Manager and Campaign Manager. Through our Conversion Rate Optimisation services we also use visual intelligence analytics such as heat mapping, funnel and form analysis, and scroll depth tracking. These additional insights are typically via HotJar and Visual Website Optimiser. 

With our wide array of experience, underpinned by backgrounds in web development, we have been mindful to remain platform agnostic.