Build & Transformation
Marketing Infrastructure Building
Build the tracking, data, and systems layer everything else depends on.
You probably need this if…
- Analytics, ad platforms, and CRM disagree and nobody reconciles them
- Consent banners exist but tracking fires before consent
- Lead source is blank on most CRM records
- iOS and browser privacy changes broke reporting and it was never repaired
Built for
- Companies where every department reports a different revenue number
- Teams operating under GDPR or similar consent requirements
- Businesses scaling spend on measurement they cannot defend
What you actually receive.
- Measurement plan defining every event, its trigger, and its owner
- Analytics implementation with a documented data layer
- Server-side tracking with event deduplication where it is justified
- Consent Mode and privacy compliance configuration
- CRM integration so lead source survives to closed revenue
- Attribution model chosen and explained in language a CFO accepts
How the work runs.
Define Before Building
A written measurement plan comes first: what each event means, when it fires, who owns it. Most broken analytics setups were built without anyone agreeing on definitions.
Build The Pipeline
Implementation with a documented data layer, and server-side collection where privacy changes have genuinely broken client-side tracking. Not everywhere by default — it adds cost and complexity that must be earned.
Close The Loop
Lead source carried from first touch to closed revenue in the CRM. Without this, marketing reports on leads while finance reports on money, and the two never reconcile.
Document And Hand Over
You receive the measurement plan, data layer specification, and event dictionary. Infrastructure that only its builder understands is a liability the day that person leaves.
What changes when this is done.
- One revenue figure every department recognises
- Consent handling that survives legal review
- Lead source intact from first click to closed deal
- Documentation your team owns and can maintain
Do I need server-side tracking?
Only if client-side tracking is measurably failing for you, typically through ad blockers, iOS restrictions, or browser cookie limits. It adds real cost and complexity, so I recommend it after quantifying the actual data loss.
How long does infrastructure work take?
A focused analytics and tracking rebuild typically runs four to eight weeks. Full CRM integration and attribution depend on your existing systems and the availability of whoever administers them.
Can you work with our existing agency?
Yes, and it is common. Infrastructure work benefits everyone spending your budget. I define the measurement standard and your agency reports against it, which usually improves the relationship.
Next step
Talk Through Infrastructure
Send your URL and what is going wrong. You get a written assessment within one business day — specific to your site, not a template.