Ask a marketing leader what a customer costs to acquire and when they pay back, and most pause. Measurement was built around what platforms report, not the commercial questions the business needs to answer.

Start from the questions

Is blended CAC rising and why? Which channels are efficient at the margin? How long until payback? Is pipeline improving in quality? Build the stack backwards from these.

The four layers

Collection (GA4, GTM, server-side tagging); attribution (data-driven, sense-checked with incrementality); the single view (CAC, payback, pipeline in one place for finance); and governance (shared definitions across teams and markets).

Privacy by design

Consent-aware, server-side measurement with Consent Mode keeps you compliant under UK GDPR without crippling the data. Done right, we’ve taken reporting from weeks to under 24 hours.