Analytics Consulting

Data analysis that drives strategy

Analytics is at the center of everything we do at Pilot. Whether we’re starting an SEO campaign, managing PPC ads, or building a website, the user data we gather informs the strategy, execution, and ultimately the results of our digital marketing.

Google Analytics Consulting

Every member of our marketing team has passed the Google Analytics Certification for Google Analytics 4 and is practiced in setting up and analyzing GA4 accounts. We have also performed hundreds of migrations for clients to move their Analytics set-ups from Universal Analytics to the new GA4. We have encountered a wide variety of challenges, and learned the best ways to set up GA4 in the process.

Our GA4 Consulting Services ›

Customized reports & dashboards

Google Looker Studio

Like any business, you need proof of your marketing ROI. That’s why we use Google Looker Studio to create custom reports with an extensive range of designs, styles, formatting, and graphs. We can create high-level reports for executives, and highly granular reports for the team members who need the most detailed information. We don’t use templated reports that treat you like every other business out there—we tailor your report to show you the progress on your own unique set of business goals and KPIs.

Along with Analytics reports that highlight key metrics—traffic, user behavior, conversion rate, etc.—we create custom pay-per-click (PPC) and keyword ranking reports. These are invaluable for increasing revenue as they allow you to focus on what works, eliminating wasteful spending on ineffective efforts.

GA4 Exploration reports

For many businesses (especially those who are used to Universal Analytics), the standard built-in reports in GA4 are lacking in both their usability and in the data they show. GA4’s Explorations are where the real analysis happens, but each Exploration must be custom-built and the interface is not exactly user-friendly.

We create custom Exploration reports in GA4 for clients to give them reports they can go back to time and time again to get the numbers that really matter to them.

See our unique solution for a hospital network’s reporting →

Qualitative session data

Not all data is numbers; some trends can’t be expressed with quantitative data. We use advanced qualitative data collection software—like Microsoft Clarity—to help understand and diagnose user behavior from a qualitative perspective. This software collects data in the form of:

• Heatmaps that visually represent where users are most often clicking on any given page.
• Scroll depth visuals show us how far the average user scrolls down on any particular page. These can be analyzed on a device-by-device basis.
• Recordings of user sessions. When there’s a particular weak spot in the conversion funnel, we can go back and watch the tape to see exactly why users are behaving unexpectedly.

Training for data interpretation

You own all of your website’s data and reporting, we’re just here to help you collect and understand it. We give clients the agency to interpret their own data because when a client is more informed they’re better equipped to participate in their marketing, and we’re all about collaboration.

We’re happy to sit down and explain the ins and outs of your data, how to read it, and how to interpret what it spells for your business.

How we collect and analyze your data