Web analytics is far more than just running reports, even though reporting is the function which takes up most analysts’ time.

Great results start with a great implementation and robust, fit for purpose data.

This needs to be followed by lots fine tuning in order that the latest reports and features are correctly configured according to your exact needs and requirements.

Finally, once your web analytics tool is implemented to a high standard, you can start on the most valuable and interesting aspect of web analytics; generating meaningful insights and recommendations.

Which in turn should improve business understanding, conversion rates, revenues and profits.

The buzzword for this is Conversion Rate Optimisation (“CRO”). We tend to think of it as common sense marketing.

If you need help with any of the following, please get in touch:

  • Requirements gathering
  • Auditing your current web analytics implementation or planning a new deployment from scratch
  • Tag Management configuration
  • Automated tag audits
  • Site performance testing
  • Setting up reports
  • Producing dashboards
  • Undertaking analysis and interpretation
  • Producing actionable recommendations and insight
  • Training and mentoring to get your team and agencies up to speed

We can help you chose a new web analytics vendor or work with you to improve your current solution.

We specialise in Adobe Analytics and Google Analytics, from planning to implementation and reporting.

Both are fabulous tools, with hundreds of features and reports to help you capture, process and report on your data. Which is right for you will depend on budget, required features and user preferences.

It used to be the case that Adobe Analytics was significantly more complex and had more customisation, but it had a quite nasty reporting user interface. And Google was the opposite, but had data sampling limitations. However, with recent releases this is now much less of a concern.

Also, you need to think beyond analytics and whether other components of each vendor stack is relevant for you. Adobe offers the Experience Cloud and Google has their Google Analytics 360 Suite.

You will almost certainly need to deploy your web analytics solution using a Tag Management System (or “TMS”).

Some are paid-for tools whilst others are free. Some are good and some are ugly and hard work.

We have a section covering the benefits of a TMS and information about the leading solutions from Tealium, Google, Ensighten and Adobe.


“120Feet augment the Digital Analytics team at Bupa Global, covering all aspects from tagging implementation, analytical investigation to reporting and dashboarding.

Additionally, they supply the technical capability allowing us to run an A/B and MVT programme using Adobe Target.

Robyn C, Bupa Global

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Delivering better customer experiences should be a fundamental goal of any business, whether it’s deepening a relationship through a great service journey or driving increased conversion through a personalised checkout.

Customer expectations are higher than ever; you should know who your customers are, what their likes and dislikes are, what they’ve purchased before and what might be relevant for them in the future.

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Delivering better customer experiences is key to drive conversion.  Your customers are thinking: “Know me and respect me.”  “Speak in one voice.”  “Make tech transparent.”  “Delight me at every turn.”

If you need help to implement and get started with targeting and personalisation, such as Adobe Target, please get in touch.

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People can be great at spotting tagging mistakes but are likely to struggle to scale their validation efforts across a site or even a key journey.

Ideally you want to be doing this frequently, at least before and after any site change.

Which is why specialist tools are invaluable and we partner with Data True and ObservePoint to deliver automated tag monitoring and validation services.

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