Data & Measurement

Good measurement tells the customer's story: how they discovered the brand, what interested them along the way and what led them to decide. We build and connect measurement infrastructure, campaign data and business systems, so teams understand what works, spot gaps and decide what to change.

We build an orderly measurement infrastructure for brands, from the first tag on the site to the management dashboard, and connect it to media with agreed definitions and ongoing data quality control.

What the service includes

• הטמעת GA4 ו-Google Tag Manager. Defining events, conversions and properties that reflect what matters to the business, not the defaults.
• מדידת שרת (Server-Side Tracking). Moving data collection to a server controlled by the company, to reduce data loss and gain better control over what is sent to the platforms.
• ניהול הסכמות (Consent Mode). Connecting the consent banner to the measurement and advertising tools. This is a technology component, and compliance with privacy requirements is reviewed together with the client's legal counsel.
• חיבורי המרות לפלטפורמות. Meta's Conversions API, Google's Enhanced Conversions and equivalent integrations on other platforms.
• מודל ייחוס. Defining how credit is divided between channels, according to the business's sales cycle.
• חיבור למערכות העסק. Linking media data with CRM, sales and service, to measure what happened after the lead.
• מדידת מותג. Alongside conversions, metrics such as reach, recall, branded searches and Brand Lift studies, where the platforms allow it.
• דשבורדים. Clear views for management and teams that update automatically.
• ביקורת איכות נתונים. A periodic check that everything is still measured correctly after changes to the site and campaigns.

What a complete measurement infrastructure looks like

Measurement infrastructure is a chain: if collection is partial, analysis and decisions suffer too. We build it in layers, from the tag on the site to the report that reaches management, and make sure each layer adds information you can trust.

The questions good measurement answers

• איזה ערוץ מביא לקוחות. Beyond clicks and leads: which channels and campaigns bring paying customers, and at what cost.
• כמה עולה לקוח חדש. Customer acquisition cost by channel, period and product, to plan budget against a sales target.
• מה הקמפיין הוסיף בפועל. Incrementality tests that compare groups or regions, to understand what would have happened without the advertising.
• האם המותג מתחזק. Awareness metrics, branded searches and Brand Lift studies over time, alongside performance metrics.
• איפה הנתונים לא מלאים. Identifying measurement gaps, missing consents and broken tagging, and how much they affect decisions.

How we work

1. ביקורת מדידה. A review of what is measured today, what is missing, and where the data doesn't reconcile.
2. תוכנית מדידה. A document that defines which business questions measurement needs to answer, and which events and data are required for that.
3. הטמעה. Configuring the tools, tags and integrations, in coordination with the client's development, information security and legal teams.
4. אימות. Checking that the data is collected correctly and reaches every system.
5. דשבורדים ותחזוקה. Building views, training teams and ongoing monitoring.

Why measurement has become critical to media performance

Google's and Meta's advertising systems now make a large share of buying decisions themselves, and they learn from the conversion data they receive. When some conversions don't reach them, because of browser blocking, consents that weren't set up correctly or tagging that broke after a site update, the system learns a partial picture and allocates budget less well.

At the same time, privacy regulation in Israel and worldwide has tightened, requiring better control over what is collected and what is passed to third parties. Good measurement infrastructure answers both needs together: more complete data for campaigns, and better control of the information by the brand.

Frequently asked questions

What is server-side tracking?

A method in which data from the site first goes to a server controlled by the company, and from there to the measurement and advertising tools. It reduces dependence on the browser and gives control over what is passed to each tool.

Why doesn't GA4 data match the data in the advertising platforms?

Every system counts differently: a different attribution model, a different time window and different definitions of what counts as a conversion. Part of our work is setting agreed definitions and a single source of attribution, and explaining the gaps between the systems.

What is an attribution model?

The rule that determines how credit for a conversion is divided between the channels the customer encountered along the way. The choice directly affects how each channel is evaluated and how budget is allocated.

Do you work with the information security department?

Yes. Measurement implementations at large companies go through information security and legal approval, and we support the process.

How long does implementation take?

It depends on the size of the site and the number of systems that need to be connected. A measurement audit and work plan are the first step, and the timeline follows from them.

ראו גם: Performance Campaigns · Technology & AI in Marketing · פרטיות ומדידה בשיווק הדיגיטלי

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