Measurement diagnostic
Gaps, duplications, silent failures and the prioritised remediation queue.
Consulting engagement
Analytics & attribution - measurement you can actually make decisions with.
After privacy changes and consent enforcement, platform reports disagree with GA4, MMM and finance. Npexpos rebuilds your tagging, signal quality and attribution so every team is arguing from the same numbers.
Why Npexpos for analytics & attribution?
We treat measurement as a product, not a project. It has users, inputs and a roadmap - and it is governed so that numbers stay trustworthy long after the initial rebuild.
Triangulated measurement
Platform data, GA4/GTM, MMM, incrementality tests and finance - resolved into one executive view with transparent reconciliation.
Privacy-by-design
Consent Mode, server-side tagging, first-party data, retention controls - the foundation that keeps you compliant and measurable.
Shipped with engineering
Tagging specs, data contracts and CI checks so measurement does not quietly decay when the site or app changes.
Decisions, not dashboards
Every report ties to a decision someone owns. Dashboards that no one uses get deleted - deliberately.
Outcomes Npexpos clients measure
Illustrative figures - swap in your verified metrics post-deployment.
90%+
Signal coverage on priority conversions after server-side upgrade
1
Reconciled source of truth across marketing, product and finance
8
Phases with exit artefacts and named in-house owners
The measurement engagement - in 8 phases
From today's tangled dashboards to one defensible number - step by step.
Measurement audit
Inventory of sources, tags, events, conversions and dashboards. We identify duplication, silent failures and decisions with no data behind them.
KPI tree & decision map
The metrics that actually matter, mapped to the decisions they inform and the owners who make them.
Tagging & data-layer spec
Events, parameters and data contracts - engineering-ready, versioned and CI-checkable.
Server-side & consent architecture
Server-side tagging, Consent Mode v2, and first-party signal flow for Meta/Google/TikTok - implemented with IT and privacy sign-off.
Attribution model
Data-driven attribution calibrated against incrementality tests and MMM. Channel credit becomes something the team can explain, not just accept.
Incrementality & MMM layer
Geo tests, holdouts and a lightweight MMM to triangulate platform claims - without the six-month consulting project.
Executive & operator dashboards
Two views. One for the board, one for the operator - both built off the same model, with no hidden filters.
Enablement & governance
Playbook, data dictionary, change-control process and training so measurement stays trustworthy long after handover.
What you receive
Tagging & data-layer spec
Versioned, CI-checkable, engineering-ready specification.
Executive & operator dashboards
Two-tier reporting with shared definitions and no hidden filters.
Governance & data dictionary
Change-control, ownership and definitions that stop silent drift.
Frequently asked questions
Will you replace our analytics tools?
Usually no. We rebuild the implementation before we change vendors, and most clients find their existing tools are fine once the data foundation is correct.
Do you work in our warehouse (BigQuery/Snowflake)?
Yes. Our preference is a warehouse-centric model with server-side tagging, reverse ETL and first-party audiences.
Can you tie marketing KPIs back to finance?
Yes. We explicitly reconcile marketing contribution to the P&L - so the number you show the CFO is the same one the team operates on.
How do you handle consent and privacy?
Consent Mode v2, data retention controls, DPIAs and region-aware tagging, reviewed with your privacy counsel.
Do you build MMM?
A lightweight, open-source MMM (Robyn, LightweightMMM) calibrated with incrementality tests - rebuilt quarterly, not a black box you outsource forever.
How long is a typical engagement?
Diagnostics: 3-4 weeks. Rebuild sprints: 10-14 weeks. Retained advisory: 6-12 months with a clear exit plan.
View the analytics & attribution package to access:
- Full analytics & attribution brochure
- Measurement contract & deliverables
- Attribution approach & governance
There are 8 capabilities covered in our analytics & attribution engagement
Our analytics engagement rebuilds the measurement stack end-to-end - tagging, attribution, first-party data, warehouse and executive reporting - as a single contract between marketing and finance, with incrementality as the source of truth.
GA4 & Tagging Audit
Capability overview
We audit GA4 properties, GTM containers, server-side pipelines and platform conversion APIs - fixing the silent breakage that has been quietly distorting your reports for quarters.
Key outcomes
- GA4 property diagnostic
- GTM container audit
- Server-side tagging review
- Conversions API reconciliation
- Consent Mode implementation
- Dupe & drop-off diagnosis
Measurement Contract
Capability overview
We co-author the measurement contract between marketing, finance and exec - defining what counts as a conversion, how it is valued, and who owns the numbers when they move.
Key outcomes
- Conversion definitions
- Value & margin rules
- Ownership & RACI
- Change-control process
- Stakeholder sign-off
- Quarterly review cadence
First-Party Data Strategy
Capability overview
We build the consented, identity-resolved data asset that survives cookie deprecation - with clean-room readiness, enriched lookalikes and server-side activation.
Key outcomes
- Identity resolution
- Consent architecture
- Clean-room readiness
- CDP integration blueprint
- Server-side activation
- Privacy risk register
Attribution Approach
Capability overview
We choose the attribution stack that fits your business - MMM, MTA, incrementality, or a hybrid - and wire it to decisions rather than dashboards.
Key outcomes
- Attribution model selection
- MMM build or buy decision
- MTA methodology design
- Incrementality test calendar
- Channel credit reconciliation
- Decision-support framework
Executive Dashboard Set
Capability overview
We replace the twenty-tab spreadsheet with a small, opinionated dashboard set - one view for the board, one for the CMO, one for each channel owner.
Key outcomes
- Board dashboard
- CMO command centre
- Channel-owner views
- Alerting & anomaly rules
- Drill-through narrative
- Self-serve documentation
Data Governance & Privacy
Capability overview
We install the data governance, privacy and audit model you need for GDPR, UK DPA, CCPA and category-specific regulation - without slowing marketing to a crawl.
Key outcomes
- Data inventory & classification
- Lawful basis register
- DSAR workflow
- Retention schedules
- Vendor risk reviews
- Audit trail & logging
Warehouse Analytics
Capability overview
We design the warehouse layer - BigQuery / Snowflake / Redshift - that unifies marketing, product and finance data into a source of truth marketing can actually query.
Key outcomes
- Warehouse architecture
- Source-to-mart data model
- dbt transformation layer
- Marketing mart design
- Access & role model
- Cost & performance review
Reporting Cadence
Capability overview
We design the reporting rhythm - weekly, monthly, quarterly - with owners, artefacts and expected decisions, so reports stop being wallpaper and start driving moves.
Key outcomes
- Weekly performance pack
- Monthly narrative report
- Quarterly board pack
- Owner & due-date matrix
- Decision log
- Archive & audit policy
Take the full measurement brief with you
Download the data & Google Analytics brochure - engagement phases, deliverables, sample dashboards and what to expect from a Npexpos scoping call.