Data Bridge

Decisions made from a misconfigured GA4 installation are not decisions — they are guesses presented as data.

The GA4 migration created a generation of analytics problems across Italian businesses. The most common: UA was migrated to GA4 in a rush, critical event configuration was carried over incorrectly, and both properties have been running in parallel for a year — generating two contradictory data sets that no one fully trusts. We have audited over 160 GA4 accounts across Italian businesses and found that more than three-quarters have at least one significant tracking gap.

Our Data Bridge process begins with a complete measurement audit: which events are firing correctly, which conversions are being double-counted, what data is simply missing, and whether the attribution model in use matches your actual business buying cycle. For seasonal Puglian businesses — agriturismo, accommodation, food and wine — this is particularly important because a last-click attribution model applied to a 30-day booking consideration cycle will systematically undervalue awareness and comparison-stage channels.

After measurement is corrected, we build the reporting layer. Not GA4's default reports, which answer questions Google assumes you want to ask. Custom Looker Studio dashboards built around the questions your management team actually needs answered: which channels generate direct bookings versus enquiries, what is the attributed cost per conversion by service line, where in the funnel are users abandoning, and what is the YoY performance by channel after accounting for seasonality.

For our multi-service clients, Data Bridge is not optional — it is the accountability layer that tells us and you whether the other five services are generating the outcomes we agreed to target.