Connect acquisition, conversion and commercial outcomes.
Cardo designs and implements marketing analytics so you can follow a buyer from click to lead, qualified lead, opportunity, won deal and revenue. GA4, Google Tag Manager, ad-platform conversions and CRM data are connected so marketing decisions rest on commercial outcomes, not dashboards.
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Most tracking stops exactly where the business starts.
GA4 counts sessions and form submits; the CRM knows which deals closed; the ad platforms each claim credit. Without a connected measurement layer nobody can say which spend produced pipeline. A new dashboard does not fix that — the event model and the data flows do.
- GA4 and ad platforms reporting different numbers
- No reliable UTMs or source data in the CRM
- Ad platforms optimising on form fills instead of qualified leads
- Reports that describe traffic but not revenue
What Cardo implements.
Event taxonomy
A documented event model from click to revenue, shared by marketing and sales.
GA4 & GTM
Clean GA4 properties and Google Tag Manager containers with consent-aware tagging.
Ads conversion tracking
Google, Meta and LinkedIn conversions with enhanced and offline conversion feedback.
UTMs & CRM
Consistent UTMs and source fields captured into the CRM on every lead.
Behaviour analytics
Tools like Microsoft Clarity where session insight helps conversion work.
Attribution & reporting
Attribution architecture and reporting that answer budget questions honestly.
How the measurement layer is built.
- 01
Audit
Current tags, events, consent, UTMs and CRM fields reviewed.
- 02
Design
Event taxonomy and the Click → Lead → Qualified → Opportunity → Won → Revenue model.
- 03
Implement
GTM, GA4, ad conversions and CRM capture built and tested.
- 04
Connect outcomes
Offline conversions and CRM stages fed back to platforms.
- 05
Report and maintain
Data-quality checks and reporting that stay trustworthy over time.
What you receive.
- Tracking and data-quality audit
- Documented event taxonomy
- GA4 and Google Tag Manager implementation
- Ad-platform and offline conversion setup
- UTM governance and CRM source capture
- Reporting from click to revenue
A strong fit when
- Teams spending on acquisition without knowing what produces pipeline
- Companies with a CRM that can record stages and outcomes
- Paid programmes that need better bidding signals
Not the right fit when
- Wanting a dashboard without fixing the underlying data
- No CRM or sales process to connect outcomes to
- Very low lead volumes where attribution cannot be meaningful
Measurement evidence, not causal attribution.
The D’Atri GA4 cross-check below shows how the measurement layer makes performance observable and comparable, and supports diagnosis. Analytics and tracking do not receive causal credit for the acquisition or conversion gains.
- GA4 sessions
- 451
- from 444
- GA4 primary actions
- 77
- from 25
- GA4 engagement rate
- 60.1%
- from 50.5%
Measured through the analytics system. The tracking layer made these periods observable and comparable and supported diagnosis and decisions; it does not receive causal credit for the acquisition or conversion gains.
- GA4 cross-check; sessions are not Ads clicks.
- GA4 actions are not interchangeable with Ads primary conversions or qualified leads.
- Engagement rate for the compared periods.
- Source: GA4
The measurement layer under every channel.
Tracking makes paid media, Google Ads and conversion work measurable. Cardo GO, the product, uses this kind of connected data to investigate performance — the service builds the foundation; the product helps operate on it.
- Do you build dashboards?
- Reporting is part of the work, but the outcome is a trustworthy measurement layer. A dashboard on broken data is not the goal.
- Which tools do you work with?
- GA4, Google Tag Manager, Google, Meta and LinkedIn conversion tracking, Microsoft Clarity and the major CRMs.
- Is tracking consent-compliant?
- Tagging is designed around consent, including Google Consent Mode where relevant.
- Can you send CRM outcomes back to ad platforms?
- Yes. Offline and enhanced conversions let platforms learn from qualified leads and opportunities.
Discuss this capability.
If you know which capability you need, let’s discuss scope and fit.
Book a Strategy CallNot sure this is the real constraint? Run the Growth Diagnostic.