From loose data to a decision. No decorative dashboards: clean tracking, clear funnels and tests that change the result.
Approach
If conversions are counted twice or channels do not reconcile with the CRM, another dashboard will not solve the problem. At SANTACONCHA I start by checking the signals so decisions have a reliable foundation.
Auditing, a measurement plan, GA4, Google Tag Manager, server-side tagging and consent. I cross-check data against Google Search Console, advertising platforms and the CRM, then bring it into Data Studio so it can inform decisions. Meaningful events, reconciled sources and documentation keep the measurement reliable.
With a sound foundation, CRO investigates where and why people drop off. Analytics, heatmaps and session recordings with Microsoft Clarity, surveys and user tests inform prioritised hypotheses. We build and test variants with tools such as Convert when the sample is large enough to support a decision.
From judgement to practical work
Results
Measurement, attribution and conversion journeys. Outcomes of combined interventions are not attributed solely to CRO.
Website · Analytics · Campaigns
×3Conversion after renewing website, analytics and campaigns; records in three months
Project resultCRO · Booking experience
FunnelBooking journey redesigned to reduce steps and friction
Project resultMeasurement · Campaign optimisation
+45%Clicks with 9% less budget
The campaigns started with unreliable measurement. Putting it in order made performance clearer and, together with campaign optimisation, helped improve the results.
Project resultWhat I cover
Method
Understand what is needed, decide how to get there and take care of every step of execution.
I analyse the need, the starting point and the available data to understand what needs to be solved.
I propose an action plan to reach the desired objective, with priorities, resources and a clear way to measure progress.
I execute with care, monitoring the rollout and its evolution so we can adjust what is needed without losing sight of the objective.
Frequently asked questions
SANTACONCHA covers auditing, measurement planning, GA4, Google Tag Manager, server-side tagging and consent. We reconcile Google Search Console, platform and CRM data and build dashboards in Data Studio. Microsoft Clarity supports behavioural research and Convert helps validate CRO hypotheses through experiments. The implementation is reviewed and documented.
Research can start with analytics, heatmaps, recordings, surveys and user tests. A/B or multivariate experiments are considered when there is a sufficient sample; a winner is not declared before there is evidence.
Also
SEO
Positioning that attracts people who can buy. Not vanity rankings: architecture, performance and content with commercial intent.
View pagePPC / Ads
Google Ads and Social Ads with structure, creative work and measurement through to the sale. Every channel has a role; every investment needs an objective.
View pageLeadership
Complete plans, not one-off executions. Priorities, budget and a narrative that connects acquisition with sales.
View page
