For teams who no longer trust their own reports

Google Analytics that reports what actually happened.

GA4 audits, event architecture and reporting built so the number in your dashboard matches the number your sales team can name. If the two disagree, nothing built on top of them is worth reading.

Every conversion event verified before a single report is redesigned
Duplicate, phantom and cross-domain events traced and fixed
Event architecture your team can extend without breaking it
Reports that answer a question, not fill a page
Documented and handed over. You own the property

HISFNGOG

4 LinkedIn recommendationsFrom clients, managers and colleagues

$10M+Ad spend measured

6+ yrsInside Google Ads and GA

GA4Event-based from the ground up

YoursProperty, data and documentation

The real problem

GA4 is measuring something. It is rarely what you think.

Almost nobody has a GA4 property with no data in it. The problem is the opposite: there is plenty of data, it looks plausible, and nobody has checked what it is actually counting.

An event gets marked as a conversion during setup and never questioned. A booking engine sits on a third-party domain, so the sale lands in someone else’s session. A tag fires twice on the same page and the number quietly doubles. Every one of those still produces a report that looks fine.

So we do not start with dashboards. We start by testing whether each number means what it claims, because a report built on a broken event is not a report. It is a decision waiting to go wrong.

Check what your property is counting →

Case 04 · Cosmetic skin clinicCross-domain

Reported drop in conversions64%

Actual drop in bookings0%

Blamed onDemand

Revenue GA never saw$3,017

The booking event was firing on a third-party domain the property could not see, and every sitelink had been paused during a clean-up. The market had not shifted. Two settings had.

What you get

Measurement first, then reporting. Never the other way round.

Three workstreams, in this order. Every dashboard we build sits on top of events we have already proven.

GA4 audit & repair

Every event, every conversion, every data stream checked against what actually happens on the site. Duplicate firing, phantom conversions, self-referrals, unfiltered internal traffic and broken cross-domain measurement, found and quantified before anything is rebuilt.

Conversion events verified against real outcomes
Cross-domain and referral exclusions repaired
Duplicate and double-fired events traced

Found in an audit

A skin clinic: $3,017 in tracked bookings sitting on a domain the property could not see.

Event & conversion architecture

A naming convention and event structure designed once, properly, so your team can add to it without breaking what exists. Key events chosen because they map to revenue, not because they were easy to fire.

Consistent naming your team can actually extend
Key events mapped to revenue, not to clicks
Enhanced measurement configured, not left on by default

Found in an audit

A roofing contractor: 318 reported conversions, 12 real leads. The signal was a button tap.

Reporting worth opening

Explorations and Looker Studio reports built around the decisions you actually make, with the caveats written into them. Plus BigQuery export where the data volume or the retention window justifies it.

Reports built around decisions, not metrics
Looker Studio dashboards handed over documented
BigQuery export where retention or volume needs it

Found in an audit

A B2B supplier: 38 add-to-carts, zero purchases. The funnel was visible only once the events were fixed.

Case studies

What broken measurement actually cost.

Three accounts where the reports looked healthy and the data underneath was not.

All six case studies →

Screenshot: conversion actions, primary vs secondary (anonymised)

04 · Cosmetic skin clinic · Cross-domain

The agency called it a market shift. It was two broken settings.

What we found

A 64% reported conversion drop. Every sitelink paused during a clean-up, and the booking event firing on a third-party domain holding $3,017 in tracked bookings the property never saw.

What we did

Re-enabled sitelinks, imported the real revenue event as primary, and set up cross-domain measurement so attribution stopped breaking.

→ Tracking and attribution restored in about eighteen days.

Screenshot: conversions column, 318 reported vs 12 real (anonymised)

01 · Roofing contractor · Phantom conversions

The account reported 318 leads. It had produced 12.

What we found

96% of conversions were phone-number button taps, not connected calls. Twelve real leads in sixteen months: a true cost per lead near $263, not $10.

What we did

Demoted the button tap to a secondary event, repaired Enhanced Conversions, and re-pointed budget to the channel producing real form fills.

→ Reporting re-anchored to real leads instead of accidental taps.

Screenshot: funnel exploration, add-to-cart vs purchase (anonymised)

05 · B2B cleaning supplies · E-commerce funnel

The ads were fine. The checkout was quietly killing every sale.

What we found

$469 of Shopping spend, 38 add-to-carts and zero purchases. Nine checkout blockers that only became visible once the funnel events were reporting honestly.

What we did

Documented the checkout fixes for the dev team, moved budget to the campaign that was working, and rebuilt the product feed.

→ Shopping impression share recovered within the first week.

Why Turquoise Digital

Six reasons the data gets trusted again.

We verify before we visualise

No dashboard is built until the events underneath it have been tested against something real. A beautiful report on a broken event is worse than no report.

Built by people who spend the budget

We manage Google Ads daily. The measurement is designed by people who know which numbers a bidding algorithm will act on and which will mislead it.

Quantified, not described

Every issue in the findings comes with what it costs or what it hid. “Tracking could be better” is not a finding.

Your property, your access

Read-only access is enough to audit. Nothing is changed without your say-so and you can revoke access at any point.

Architecture your team can extend

Naming conventions and documentation handed over, so the next event your developer adds does not quietly break the last one.

You keep the findings

The audit is written down and it is yours. Whether or not you hire us, you know what is broken and what it costs.

Get my free auditRead-only access. Nothing changes without your say-so.

Who runs your audit

Senior strategists only. No juniors, no account managers.

Between us we have spent 6+ years inside Google Ads and Google Analytics and measured more than $10M in ad spend across e-commerce, local service and B2B. That experience is who you get on the call.

Who does the work

The strategist who audits it fixes it.

Whoever goes through your property is the same person implementing the fixes and the same person on your calls. Nothing is handed to a junior once the contract is signed.

Who you talk to

No messages relayed through anyone.

There is no account manager in the middle. You speak to the people actually inside the property, which matters when the answer is technical.

How we stay small

Few accounts, properly run.

We take on a limited number of accounts at a time. It caps how fast we grow, and it is the only way the work above stays true rather than becoming a slogan.

More about us →LinkedIn →

Recommendations

What clients and colleagues say.

Verbatim LinkedIn recommendations from clients, managers and colleagues.

“It was great working with Rajat, he was able to lower lead cost like no other. Did an amazing job managing multiple clients across Meta and Google. Not only that, but he helped optimise landing pages to make sure they were converting well. We did performance marketing together and scaled companies, even maintaining 7+ ROAS on some of our e-commerce accounts. He was on time and trustworthy.”

Hassan IlyasVehicle Acquisition Marketing for Dealers
Client · Mar 2024

“I worked with Rajat for 18 months, I found him a pleasure to work with. He worked on e-commerce, search and social campaigns. I found his knowledge and understanding great and would recommend him if you are looking for an all-round digital manager.”

Sarah FergusonMarketing Director, Luminal Digital
Worked on the same team · Jun 2022

“Always accepting new work with a smile and willing to improve his skills, Rajat was a valuable addition to the team. He was able to independently manage the Google Ads account of clients, I did not have to interfere much in his work. Overall he was an asset to the company.”

Nilanjay GhuraHead of Sales Operations, Nymiz
Managed Rajat directly · Jan 2022

“I had the pleasure of working with Rajat at Turquoise. He is very professional and knowledgeable in Google Ads and Facebook Ads. He also has excellent teamworking skills. I highly recommend him for any type of digital marketing project.”

Oz GurtunaFounder, Plumfind
Senior colleague · Dec 2020

How it works

Four steps. The first one is free.

You give read-only access. We do the digging. Nothing changes without your say-so.

Free

Audit

A forensic pass over events, conversions, data streams, filters and the change history. Read-only access is enough to start.

Prove the gap

We compare what GA4 reports against what actually happened, so the difference is a number you can see rather than a claim you have to take on trust.

Rebuild

Events repaired, conversions re-chosen, cross-domain and filters fixed, naming standardised. You approve before anything goes live.

Hand over

Reports built around your decisions, documentation written, and your team walked through it so the structure survives us.

The result: a property where the conversion number and the revenue number can be reconciled, and you know which is which.

Start with the free audit

Questions

Questions worth asking any analytics agency.

Still unsure? That is exactly what the free thirty minutes are for.

Get my free audit →

How much does a Google Analytics audit cost?

The first audit call is free. Beyond that it depends on how many properties, data streams and domains are involved, and we will tell you on the call once we have seen the setup. We will not quote before looking.

Do you need full access to my GA4 property?

Viewer access is enough for the audit. We only need edit access once you have approved specific changes, and you can revoke it at any point.

We already migrated to GA4. Is this still relevant?

Usually more relevant, not less. Most migrations moved the tracking across and stopped there, which is why so many properties are full of events nobody chose and conversions nobody verified.

Why does GA4 disagree with Google Ads?

They attribute differently by design, so some gap is normal. A large or growing gap is not, and it usually points at duplicate events, a broken cross-domain setup, or a conversion counting something that is not a lead.

Will you build dashboards for us?

Yes, in Looker Studio, but only after the events underneath are trustworthy. Building a dashboard first is how a measurement problem becomes a presentation problem.

Do you work with BigQuery?

Where it earns its place. GA4’s reporting interface and retention windows cover most businesses. If your volume, retention needs or blending requirements justify the export, we will set it up and say so plainly if they do not.

Can you work alongside our developers?

Yes, and it is usually the fastest route. We specify exactly what needs to change and why, your developers implement, and we verify it fired correctly afterwards.

What if our tracking turns out to be fine?

Then we tell you that, and where the next bit of insight is most likely to come from. It is a short call and you keep the findings.

Free 30-minute measurement audit

Find out what your data is really saying.

Thirty minutes, read-only access, no obligation. You leave with the findings whether or not we ever work together.

Get my free audit

Free, 30 minutesRead-only accessNo lock-in, ever

Prefer to talk first? Call +91 98679 23091 or email rajat@turquoisedigital.in.