Francesco Olivo Book a consultation

Analytics & Tracking

Reliable analytics and tracking, so decisions rest on data instead of impressions

Without correct data every decision is an opinion. I set up a measurement system connecting visits, enquiries and sales, while respecting the user's consent.

Request a Consultation All services
An analytics dashboard with trend charts, a traffic map and a conversion path

What is the difference between Meta Pixel and the Conversions API?

The Meta Pixel collects events from the user’s browser; the Conversions API sends them from your server. The data type is the same, but the server channel is not interrupted by browser restrictions, extensions or third-party limits, so it reduces the number of unrecorded conversions.

The two are not alternatives: Meta’s recommended setup uses both, with a deduplication key so the same event is not counted twice. The Conversions API requires a server-side component and an access token, which must never sit in the website’s code. Consent still governs everything: events are sent only when the user has allowed it.

Who this is for

  • Companies investing in campaigns and needing reliable data.
  • Businesses with Analytics installed but never consulted.
  • Online stores that must connect sales to channels.
  • Anyone accountable for marketing return.

Measurement serves the activities that generate the data: explore Google and Meta Ads campaigns and see how organic visibility is measured.

Problems I solve

What usually gets in the way

  • Analytics is installed but nobody looks at it because the data is unclear.
  • Conversions are counted twice, or not at all.
  • Nobody knows which channel generates the enquiries.
  • Submitted forms do not appear among the events.
  • Cookie consent is not properly wired to the tags.
  • There is no readable dashboard for the people who have to decide.

The solution

How I approach it

I start from a measurement plan: which actions genuinely matter to the business, what they are called, which details they should carry. Skip this and you simply accumulate useless events.

Then I implement everything in Google Tag Manager, with consistent events in Analytics 4 and the advertising platforms, verifying every tag in preview and real-time mode.

Finally I build a lean dashboard with the few metrics that support decisions: contacts, sources, cost per lead, trends over time.

What is included

Activities included in this service

  • Measurement plan and event naming convention
  • Google Analytics 4 configuration
  • Google Tag Manager implementation
  • Google Search Console connection and verification
  • Meta Pixel installation
  • Meta Conversion API readiness
  • Contact form tracking
  • Tracking of calls, emails, WhatsApp and buttons
  • Summary dashboard for management
  • Conversion analysis and ROI measurement
  • Consent Mode configuration and respect for user preferences

Concrete benefits

What changes for your business

Trustworthy data

Events verified one by one, with no duplicates and no gaps.

Faster decisions

A few clear metrics instead of reports nobody reads.

More efficient campaigns

Platforms receive correct signals and optimise better.

Compliance

Tags wired to consent, with Consent Mode v2 configured.

Comparison

Meta Pixel and Conversions API

Meta Pixel and Conversions API
Meta Pixel (browser)Conversions API (server)
Data originThe user’s browser.Your server, from the events it records.
When it is enoughGetting started, modest volumes, need to launch quickly.Conversion loss is visible, or ad spend is significant.
LimitsEvents lost to browser restrictions and extensions.Requires server-side development, token management and deduplication checks.
TogetherRecommended setup: both active, sharing an event identifier to avoid double counting.

How I work

Five phases, in this order

The same sequence applies to a website, a campaign and an automation project. It keeps decisions traceable and avoids work done for its own sake.

Analysis

I study your market, your competitors, the data you already have and how enquiries reach you today. Without analysis, every decision is guesswork.

Strategy

We define measurable goals, priorities and budget. We decide what comes first and what can wait, in a written plan you can actually read.

Design

Structure, content, interfaces and conversion paths are designed before a single line of code is written or a campaign goes live.

Implementation

I build the website, campaigns, automations and tracking, with quality checks on speed, accessibility and data accuracy.

Measurement and optimisation

We review results with real data and act where it matters. The work does not end at launch.

Frequently asked questions

Questions I am asked most often

Analytics 4 collects and analyses the data; Tag Manager is where you decide which data is sent, to whom and under which conditions. Together they make tracking manageable without editing code every time.

The site is prepared to fire tags only after consent, using Consent Mode v2. The configuration should always be reviewed with a legal advisor before publication.

It is a server-side connection that sends conversions from your server instead of the browser, reducing data loss. It requires technical groundwork that can be added at a later stage.

Yes. I build a dashboard with the essential metrics, updated automatically and understandable by people who do not work with data every day.

Yes. Knowing which pages generate enquiries and which channels people arrive from is valuable regardless of campaigns.

Sources and references

Content on this page last reviewed: September 2026. The tools referenced above are changed by their own providers: where in doubt, the official documentation linked here takes precedence.

Related services

Services that work well with this one

Let’s turn your digital presence into a growth tool

Tell me about your project. We will look at your goals, obstacles and opportunities together and identify the most effective solution.

Let’s talk about your project