Reliable data. Informed decisions. # Web analytics and CRO in Barcelona From loose data to a decision. No decorative dashboards: clean tracking, clear funnels and tests that change the result. GA4 · Tag Manager · Server-side · Consent Mode v2 · Data Studio · Google Search Console · Microsoft Clarity · CRO · Convert Brands from across my career. Across different teams, projects and career stages. Including before SANTACONCHA. Codorníu · Nestlé · Ferrer · Sanofi · Mateco · Sportium · Synlab · Holmes Place · Optimus · Sotheby's · Mary Kay · Windoor · Balvi · Comics Barcelona · Training Park · Chromessence · Copytop · Nautilus · Barberan · Aelca · Fincas Forcadell · La Vostra Llar · Next Destinium · Cushman & Wakefield · Nuñez i Navarro · Masvoz · Aventura Nautica · Wolf Barcelona · Neynor · Pierre et Vacances · Instituto Marqués · Alma Medical Imaging · Grupo Constant · Deletedoc · Giconmes · Ilsotec · MGS · Fidia Pharma · Processus · ISEP · Shargo · Canaletas · Xarxa Homes · Triviere Partners · Novasonix · Barcelonesa · Subastanomics · IMO Grupo Miranza · Nexus Energia · Venca · Mudinmar · FunPlus · Native Commerce · Mudanzas Arboleda · Alemobil · Clinivet · ESDI · HiSpeedSim · Grupo Guzman · Logistica ILS · MaikaiPets · Maldonado · Maqel · Masvoltios · Sateliot · Styx Motor Approach ## Measure to make better decisions. 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. ### Measurement you can audit. 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. ### Research before making changes. 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 - Reliable data - Points of friction - Evidence-based decisions Results ## Results with a project and context. Measurement, attribution and conversion journeys. Outcomes of combined interventions are not attributed solely to CRO. Website · Analytics · Campaigns ×3 ### Deletedoc Conversion after renewing website, analytics and campaigns; records in three months Project result CRO · Booking experience Funnel ### Windoor Realfly Booking journey redesigned to reduce steps and friction Project result Measurement · Campaign optimisation +45% ### Optimus 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 result [All cases at SANTACONCHA](https://santaconcha.com/) What I cover ## Services and deliverables. ### Audit and measurement plan - Audits of GA4, Tag Manager, pixels and consent - Cross-checking platforms, CRM and ecommerce - Event and conversion definitions without duplication - Documented measurement plans and prioritised fixes ### Implementation and dashboards - GA4 and Google Tag Manager - Server-side tagging - Consent Mode v2 and consent configuration - Advertising conversions and attribution - Executive dashboards in Data Studio - Google Search Console: cross-check organic performance against web analytics ### Conversion research - Funnel analysis and drop-off points - Microsoft Clarity: heatmaps and session recordings to identify friction - Surveys and user tests - Prioritisation by impact, confidence and effort ### Experimentation and execution - Experimentation with Convert: A/B and multivariate tests with sufficient sample sizes - Design and development of landing pages, forms and checkouts - Product-page variants - Personalisation by channel, device or segment when justified by data - Results analysis and documented learning Method ## How I work. Understand what is needed, decide how to get there and take care of every step of execution. - ### Analyse I analyse the need, the starting point and the available data to understand what needs to be solved. - ### Propose I propose an action plan to reach the desired objective, with priorities, resources and a clear way to measure progress. - ### Execute 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 ## Before you write. Can you implement a complete measurement setup? 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. Can you do CRO without enough traffic for a test? 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 ## Other marketing services. [SEO ### SEO consultant in Barcelona Positioning that attracts people who can buy. Not vanity rankings: architecture, performance and content with commercial intent.View page](/en/services/seo-barcelona/)[PPC / Ads ### Google Ads and Meta Ads specialist in Barcelona 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 page](/en/services/google-ads-meta-ads/)[Leadership ### Digital marketing leadership in Barcelona Complete plans, not one-off executions. Priorities, budget and a narrative that connects acquisition with sales.View page](/en/services/direccion-de-marketing/) ## Does this match what you have on the table? 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