Analytics that show which pages and campaigns actually produce leads.

Analytics and reporting setup connects what happens on your website — forms, calls, bookings, purchases — to the campaigns, pages, and searches that caused them. Otherwise Solutions builds this measurement layer for businesses in Utah and across the United States, so marketing decisions come from conversion data instead of traffic charts.

The most common starting point: analytics is installed, traffic numbers exist, but nobody can say which channel produced the actual leads. Until that question has an answer, SEO, ads, and website changes are all judged by proxy metrics that can grow while revenue stays flat.

What the setup includes

• A tracking plan — which actions count as conversions and which tool is the source of truth.
• Event setup — forms, calls, bookings, checkout, and CTA clicks in Google Analytics, with clean UTM rules for campaigns.
• Search data — Search Console connected to the pages and queries that drive inquiries.
• Dashboards — leads by source, page, and campaign, built around decisions rather than decoration.
• CRM handoff — lead source context delivered to the people doing follow-up, often as part of CRM setup and integrations.

Why tracking belongs inside SEO work

Rankings and traffic are means, not results. On Matei Travel, conversion tracking is what turned a 196% growth in Google clicks from a vanity number into a verified pipeline of organic bookings — the data showed which pages and queries produced paying customers, and that decided the next round of SEO priorities.

Signs your tracking is broken

A short self-test. If any of these are true, the reporting layer needs work before any marketing decision should be trusted:

• Form submissions in the inbox do not match conversions in analytics.
• Most leads show up as "direct" or "unassigned" traffic.
• Phone calls — often the majority of local leads — are invisible in reports.
• Two tools report different numbers for the same metric and nobody knows which is right.
• The monthly report shows traffic and rankings but not inquiries or revenue.

Tools we work with

Google Analytics 4 and Search Console form the base. Around them: form and booking tools, call tracking where the phone setup supports it, ad platform conversions, dashboard reporting, and the CRM your team already uses. The stack is chosen by the workflow — we do not force a tool change to make reporting possible.

The first thirty days of clean data

Setup is verified with test leads end to end: a submission on every form, a tracked call, a booking — each checked against analytics, the dashboard, and the CRM record before the system is declared live. Then the data accumulates. By week four there is usually enough to answer the founding questions: which pages produce inquiries, which sources produce the inquiries that close, and which celebrated channel produces nothing. Those answers are the deliverable; the tags and dashboards are just how we get there.

How pricing works

Cost follows the number of conversion actions and tools involved. One website with one form is a small, fast setup. Calls, bookings, multiple campaign sources, CRM fields, and team dashboards each add scope. Messy historical setups usually need a cleanup pass first — duplicate tags and broken events removed before new data can be trusted.

What happens after setup

The first weeks of clean data typically reorder priorities: pages believed to perform turn out to produce nothing, and quiet pages turn out to drive calls. That feedback loop is what makes service page improvements, landing page tests, and follow-up automation measurable instead of speculative.