Data that drives better decisions

DETALHE BRUTAL, UNIPESSOAL LDA helps organisations move beyond vanity metrics to a measurement practice that connects marketing activity to commercial outcomes. We design tracking architecture, build dashboards, and deliver reporting rhythms that give leadership and operational teams a shared view of performance.

Most businesses collect data but struggle to trust it. Tags fire inconsistently, conversions are double-counted, and dashboards show numbers without context. Our work fixes the foundation — GA4 configuration, event taxonomy, consent-aware tracking, and attribution logic — then layers reporting that answers real questions: what is working, what is wasting budget, and where to invest next.

Based in Portugal and working with EU-focused brands, we align analytics with GDPR consent requirements and provide documentation your team can maintain long after the initial setup is complete.

02 · Scope

What’s Included

Tracking, insight, and reporting infrastructure

Analytics engagements range from foundational GA4 setup to ongoing intelligence programmes. Core capabilities include:

Analytics audit — review of existing GA4, Universal Analytics legacy, GTM containers, and pixel implementations to identify gaps and errors
GA4 property setup — account structure, data streams, enhanced measurement, cross-domain tracking, and user-ID strategy where appropriate
Event taxonomy design — consistent naming conventions for page views, engagement, conversions, and e-commerce events across web and app
Google Tag Manager implementation — container architecture, triggers, variables, and consent mode integration for GDPR-compliant tracking
Conversion tracking — form submissions, phone clicks, chat interactions, file downloads, and custom goal configuration
E-commerce tracking — purchase, add-to-cart, checkout step, and product impression events for online stores
Attribution modelling — channel grouping, UTM governance, multi-touch analysis, and paid/organic contribution assessment
Dashboard development — Looker Studio, GA4 explorations, or integrated BI views tailored to marketing, sales, and executive audiences
Automated reporting — scheduled reports, alert thresholds, and anomaly detection for key metrics
Training & documentation — team workshops on reading dashboards, interpreting data, and maintaining tracking independently

03 · Process

How We Work

From broken data to trusted metrics

We follow a methodical approach that prioritises data accuracy before visualisation.

Discovery & KPI mapping — identify business questions, define metric hierarchy, and agree on data sources and reporting cadence
Technical audit — inspect current tracking, identify duplicate tags, missing events, and consent gaps
Measurement plan — document event taxonomy, conversion definitions, and dashboard requirements before implementation
Implementation — configure GA4, GTM, and platform integrations with staging validation before production deployment
QA & validation — test all events in debug mode, compare against backend data, and verify consent mode behaviour
Dashboard build — create role-specific views with filters, segments, and annotations for context
Reporting rhythm — establish weekly, monthly, or quarterly review formats with narrative interpretation
Ongoing optimisation — optional retainer for tracking maintenance, new event additions, and performance reviews

04 · Outputs

Deliverables

Infrastructure you can rely on

Every engagement produces documented, transferable assets — not black-box configurations only we can maintain.

Fully configured GA4 property with validated data streams and enhanced measurement
Google Tag Manager container with documented triggers, tags, and variables
Measurement plan document with event taxonomy, conversion definitions, and KPI mapping
Custom dashboards in Looker Studio or GA4 tailored to marketing, sales, and executive roles
Attribution report template with channel grouping and UTM governance guidelines
Consent mode configuration aligned with your cookie banner and privacy policy
QA validation report confirming event accuracy against test transactions and backend data
Training session recording and written guide for internal team reference
Monthly or quarterly performance review template with narrative structure

05 · Fit

Ideal For

When measurement blocks progress

Performance intelligence creates value when teams are making decisions without confidence in their numbers.

Marketing teams spending on ads without reliable conversion tracking or ROAS visibility
Businesses that migrated to GA4 but never completed proper event configuration
E-commerce brands needing accurate funnel analysis from product view to purchase
Lead-generation companies unable to attribute enquiries to specific campaigns or channels
Leadership requesting dashboards but receiving spreadsheets that nobody trusts
Organisations preparing for growth who need measurement infrastructure before scaling spend

06 · Related

Related Services

Measure, automate, and optimise

Analytics works best as part of an integrated programme. These services connect directly to measurement outcomes:

Digital Strategy — KPI frameworks and channel plans that define what to measure and why
Automation & Integrations — workflows that push conversion data into CRM and trigger follow-up actions
Search & Visibility — organic performance tracking, keyword reporting, and content gap analysis

Explore related services

Start with an analytics audit — contact info@detalhebrutal.com.