Web Analytics & Data Analysis Consulting.
From GA4 and Google Tag Manager setup to Looker Studio dashboards, server-side tracking to mobile app analytics — end-to-end analytics consulting. Built on 16 years of Webtures experience turning data into growth.
What is web analytics consulting?
Not a tool — a system. Capturing user data across a brand's digital properties, making sense of it, and turning it into business decisions.
Web analytics consulting is the practice of collecting, processing, interpreting and converting the user data that forms across a brand's digital properties — website, mobile app, campaign landing pages — into business decisions.
Most brands install Google Analytics yet use only 10–15% of the data it produces. The issue isn't the tool — it's that the measurement foundation was never built, conversions are mislabelled, and reports are designed to "show numbers" rather than drive decisions.
At Webtures we deliver analytics consulting across three layers. Each layer completes the one before it and is always tied to a business goal.
GA4 + GTM + server-side tracking capture data safely and accurately — Consent Mode v2 and GDPR compliance included.
Segmentation, funnel analysis and data-driven attribution models turn raw data into meaning.
Looker Studio dashboards and A/B tests convert findings into marketing, product and sales decisions.
The analytics services we offer.
Four core service areas that together form a single end-to-end data system — each also available standalone.
GA4 setup & configuration
GA4 from scratch, custom event taxonomy, enhanced measurement, conversion setup, Google Ads and Search Console integrations.
Details →Google Tag Manager integration
GTM container setup, data layer design, event triggers, custom HTML tags and server-side GTM architecture.
Details →Looker Studio dashboard design
Action-ready dashboards combining GA4, Google Ads, Meta Ads, Search Console and CRM data — tailored by role.
Details →Mobile & app analytics
Firebase Analytics, GA4 for Apps and Mixpanel integrations — in-app event tracking, attribution, funnel and retention.
Details →Google Analytics 4 setup and consulting.
Google's only supported analytics platform since 1 July 2023. An event-based data model, ML-powered insights, and web + app data unified under a single property.
How GA4 differs from earlier versions.
Universal Analytics was session-based. GA4 moved to an event-based model — every interaction is processed as a single data point. This enables cross-device tracking, far more flexible conversion definitions, and mobile + web data in one property.
- Engaged session — Replaces bounce rate by measuring actual user engagement.
- Conversion definition — The goal concept is gone; any event can be marked as a conversion.
- Enhanced Measurement — Scroll, outbound click, video view and similar events are collected automatically.
- BigQuery raw data export — Free in the standard tier, not just the 360 SKU like UA.
- Predictive Audiences — High purchase-intent and churn-risk users are detected with machine learning.
Our GA4 implementation process.
Not a prepackaged playbook — we build every setup on a measurement plan tailored to the brand. A typical engagement runs 2–3 weeks for a baseline and extends to 6–8 weeks with enhanced ecommerce + server-side + Looker.
We learn your business model, conversion points and KPIs, then produce an event-taxonomy document covering every user action to be measured.
We deploy a Google Tag Manager container for every GA4 tag and design the data layer — so future event additions need minimal developer involvement.
Property settings, data retention, IP anonymisation and cross-domain tracking are all configured to be KVKK/GDPR compliant.
Enhanced ecommerce event set for e-commerce; for lead gen we add custom events like form_submit / file_download / phone_click.
We connect Google Ads, Search Console, Merchant Center, BigQuery and your CRM, and activate audience sharing.
Tag Assistant, DebugView and BigQuery export verify that every event fires correctly, values are accurate and there are no duplicate records.
We train your team on the GA4 interface, custom reports and the Looker dashboard — and hand over full technical documentation.
Event tracking and custom conversions.
GA4's power lies in a well-defined event structure. Below is the baseline set we use for e-commerce brands — for B2B and lead-gen we add custom events like lead_quality_score, pricing_page_view and demo_request.
| Event | Description | Conversion |
|---|---|---|
view_item | Product detail page view | No |
add_to_cart | Product added to cart | Yes · Micro |
begin_checkout | Enters checkout | Yes · Micro |
purchase | Order complete | Yes · Macro |
sign_up | Account sign-up | Yes |
generate_lead | Form submission / inquiry | Yes |
Explore advanced topics like BigQuery export, Consent Mode v2, server-side tracking and custom dimensions.
Google Tag Manager setup and data-layer design.
Manage every measurement and marketing tag on your website and app from a single panel. Reduces developer dependency and ships measurement changes without waiting for a release.
Google Tag Manager is the free tag-management system that lets you control every measurement and marketing tag on your website and mobile app — GA4, Meta Pixel, Google Ads, LinkedIn Insight, TikTok Pixel — from a single panel.
An analytics setup without GTM forces you to request developer help for every new event, ship fragmented code that slows the site, and wait for a deployment any time you need to update measurement.
A central data-layer architecture that feeds every event — designed and handed off to your development team.
Third-party tags (GA4, Meta Pixel, Google Ads Conversion, LinkedIn Insight, TikTok Pixel) managed from one panel.
A server-side container on Google Cloud improves measurement accuracy against iOS ITP and ad-blockers by 15–30%.
KVKK/GDPR-compliant consent; even when consent is denied, modelled conversion data is still produced.
Turning data into insight.
Collecting data is only half the job. Real value emerges when the data is analysed with the right questions and converted into business decisions.
User segmentation.
Rather than sending everyone the same message, we group users by behaviour, demographics and purchase intent. Standard segments we build for e-commerce clients:
- High-intent non-converters — Users who added to cart but never purchased; critical for remarketing.
- Repeat buyers — 2+ purchases in the last 90 days; ideal for loyalty programmes.
- Lapsed customers — 180+ days since last purchase; fuel for win-back campaigns.
- High-value organic users — Arrived via SEO and purchased with high AOV.
Behavioural analysis.
We analyse the path users take through your site step by step. A typical e-commerce funnel looks like:
- Home → Category → Product detail → Cart → Checkout → Thank-you
Measuring drop-off at each step surfaces the real bottlenecks and lets us recommend priority-ranked optimisations — the exact approach we apply at BKM Kitap, Childgen and CaddeYıldız Mobilya.
Attribution (attribution) models.
"Which channel drove this sale?" — the oldest question in digital marketing. GA4's data-driven attribution model uses machine learning to assign weight to every touchpoint.
- We activate multi-touch attribution in both GA4 and Google Ads.
- We build custom attribution models on top of the BigQuery export.
- We de-duplicate conversions that overlap between Meta Ads and Google Ads.
- We feed offline sales (phone, store, CRM) back into GA4 via Offline Conversion Import.
Reporting and dashboard design with Looker Studio.
Google's free reporting platform unifies dozens of sources — GA4, Google Ads, Meta Ads, Search Console, CRM and Sheets — on a single screen. We design dashboards tailored to each brand's own KPIs.
Executive dashboard
Total revenue, ROI, channel contribution and period-over-period comparison, all on one screen.
Campaign dashboard
Campaign-level CPA, CTR, ROAS, conversion paths and budget pacing.
E-commerce dashboard
Product-level revenue, cart abandonment, category performance and return rate.
Organic dashboard
Organic traffic, average position, CTR and Core Web Vitals.
Content dashboard
Blog traffic, read time, and per-conversion content contribution.
| Service | Scope |
|---|---|
| Custom dashboard design | An interactive 1–5 page dashboard mapped to your goals. |
| Data-source integration | Connections to GA4, Google Ads, Meta Ads, Search Console, Bing Ads, LinkedIn Ads, Shopify, Ticimax and CRM. |
| BigQuery integration | Custom SQL queries on top of BigQuery exports for large datasets. |
| Automated reporting | Weekly / monthly PDF reports by email and Slack alerts. |
| Dashboard maintenance | Monthly data validation, new metric additions and visual refinement. |
Mobile and app analytics.
Fundamentally different from web: sessions become session_start events, page views become screen_views, conversions become in-app events. After Apple's ATT policies, getting the setup right matters more than ever.
Mobile app analytics is fundamentally different from web analytics. Sessions are replaced by the session_start event, page views by screen_view, and conversions by in-app events. After Apple's SKAdNetwork and App Tracking Transparency policies, correct implementation matters far more than before.
Critical mobile metrics we track
Conversion rate optimisation.
Analytics data produces no value on its own — value emerges when it drives the next action. We feed the infrastructure we build into A/B testing and CRO programmes.
In a typical CRO project, from hypothesis generation to shipping the winning variant, we combine three inputs: GA4 data, user interviews and Hotjar session recordings.
For test tooling — following Google Optimize's sunset — we migrate existing clients to VWO or AB Tasty. For engineering teams we recommend GrowthBook for combined feature flagging + A/B testing.
Typical CRO workflow
Our analytics implementation process.
We work in six clear steps. Each one starts only once the previous deliverable is signed off — no surprises, fully traceable.
Discovery & audit
We review your current measurement stack, list broken or missing events, and draft the measurement plan.
Measurement-plan sign-off
We document the event taxonomy, KPI set and dashboard plan, then hand it over for approval.
Technical build
GTM container, GA4 property, data layer and server-side tracking are built out.
QA & validation
DebugView, Tag Assistant and the BigQuery export verify that every data flow is accurate.
Dashboards & reporting
Custom dashboards are designed in Looker Studio and automated report delivery is configured.
Training & ongoing support
We train your team and run monthly data-health checks to keep the setup sustainable.
Why Webtures for analytics consulting?
Beyond tool setup — a team that thinks about the whole digital ecosystem, backed by 16 years of agency experience.
16 years of agency experience
One of Türkiye's oldest digital-marketing agencies, with 4,000+ brand engagements behind us.
Google Cloud Partner
A certified team across the GA4, BigQuery and Looker Studio stack.
E-commerce focus
Proven results at e-commerce brands such as BKM Kitap, Childgen and CaddeYıldız Mobilya.
Vertical expertise
Industry-specific event-taxonomy templates for finance (Papara, İntegral Forex), healthcare (VSY), SaaS (Uyumsoft) and logistics (Ekol).
Ready for the GEO era
With the rise of AI-powered search, we extend analytics from GA4 and traditional SEO all the way into GEO metrics.
GDPR/KVKK-compliant setup
Consent Mode v2, IP anonymisation and retention policies aligned with KVKK and GDPR standards.
Istanbul & London
Local in Türkiye, global in Europe. Two offices, one team.
BRANDS GROWING WITH US
Brands growing with Google Analytics 4.
A selection of brands we've partnered with on Google Analytics 4.
Ersa Saat
Since we started working with Webtures, our organic traffic has increased significantly. We have successfully achieved and continue to achieve the goals we set as a result of working with the exper...
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Kiperin
Since we started working with Webtures, we have experienced a truly visible transformation on the digital side. To be honest, we did not expect to achieve this level of results in such a short peri...
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Mayi Tuz
We have been working with Webtures for more than a year. We started with our SEO processes and later managed all our ad operations with Webtures. Since we started, we have seen positive growth acro...
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VSY Biotechnology
500% organic traffic growth. Over two years of working with Webtures as our solution partner, we witnessed every step of our website project from crawling to running. Webtures's proactive approach,...
ExploreFrequently asked questions.
Short, direct answers to the questions we get most often about analytics setup, process and pricing.
01Is migrating from Universal Analytics to GA4 mandatory?+
02How long does a GA4 setup take?+
03Will my existing GA4 data be affected?+
04Is server-side tracking necessary?+
05What is Consent Mode v2, do I need it?+
06Wouldn't Power BI or Tableau be better than Looker Studio?+
07Do you also consult on mobile apps?+
08What does analytics consulting cost?+
Let's write the next chapter of your digital growth together.
We'll set up your full GA4 measurement layer end-to-end, from install to conversion modelling. Our team will reach out shortly with a lossless, GDPR-aligned plan.
Get in touchGA4 Advanced Features and Technical Capabilities
BigQuery raw data export
Unlike UA, GA4 offers raw data export for free to every account. Event-level raw data is written to BigQuery automatically, enabling unlimited analysis via SQL. Webtures builds custom data warehouses on top of BigQuery, transforms data with dbt and reports through Looker Studio.
Consent Mode v2 setup
Mandatory for EEA users, recommended in Türkiye for KVKK alignment. We cover CMP (Consent Management Platform) selection, consent-signal wiring through GTM and modelled-conversion configuration.
Server-side tracking (sGTM)
A server-side GTM container running on Google Cloud bypasses browser restrictions and improves measurement accuracy. Especially critical for iOS-heavy e-commerce brands.
- Protection against iOS ITP and Safari cookie restrictions
- Reduced ad-blocker impact
- First-party cookie usage
- Full data control and GDPR/KVKK alignment
Custom dimensions and metrics
When standard GA4 fields fall short, we define custom dimensions. Examples: user_type (B2B/B2C), subscription_plan, clv (customer lifetime value), content_category, segment.
Enhanced ecommerce — full scope
view_item_list— Products shown on category pagesselect_item— Item picked from a listview_item— Product detail viewadd_to_cart/remove_from_cart— Cart activityview_cart— Cart viewbegin_checkout— Checkout startedadd_shipping_info/add_payment_info— Step-by-step funnelpurchase— Order completerefund— Refund processed
Predictive audiences
GA4's ML model automatically identifies users with high purchase-intent or high churn-risk. Sharing these audiences with Google Ads lifts remarketing efficiency.
Roll-up configuration
For brands running multiple websites, mobile apps or international market operations, we configure a roll-up property for centralised reporting.
Looker Studio Technical Details and Advanced Capabilities
What's the difference?
Two distinct products. Looker (Google Cloud) is an enterprise BI platform built on the LookML query language. Looker Studio (formerly Google Data Studio) is a free, self-service reporting tool. Webtures delivers on both — we recommend the right one based on your budget and data volume.
LookML and a custom data model
In enterprise Looker we define the data model in a semantic layer using LookML. It guarantees that a metric (for example "active user") has a single, consistent definition across the company.
Looker Studio vs Tableau vs Power BI
| Feature | Looker Studio | Tableau | Power BI |
|---|---|---|---|
| Pricing | Free | $70+/user/mo | $10+/user/mo |
| Google stack | Excellent | Good | Fair |
| Microsoft stack | Fair | Good | Excellent |
| Learning curve | Low | Medium | Medium |
| Large data (>1M) | Good via BigQuery | Excellent | Excellent |
| Mobile view | Responsive | Good | Good |
Third-party integrations
Looker Studio's Community Connector API lets us build custom connectors for sources that aren't supported out of the box. Webtures has built the following custom connectors:
- Shopify → Looker Studio
- Ticimax → Looker Studio
- LinkedIn Campaign Manager → Looker Studio
- Custom REST API → Looker Studio
Security and data retention
- SSL encryption
- Google Workspace SSO integration
- Role-based access control (Viewer, Editor, Owner)
- Row-level security on BigQuery
- KVKK / GDPR-compliant retention policies
ROI and budget tracking
We combine spend and conversion data from multiple ad channels to show real ROI on a single screen. We can also set up automated email alerts for budget overruns, anomalies or underperformance.
Scheduled delivery
- Weekly/monthly automated PDF reports by email
- Daily metric alerts via Slack integration
- Data pre-processing with BigQuery scheduled queries