Data, measurement & insights.
Know what changed. Know what to do next.
Measurement should make the next decision clearer.
Search journeys are fragmented, attribution is imperfect and platform reporting rarely tells the whole story. We connect visibility, customer behaviour and commercial performance, then separate what we know from what we can only infer.
Talk to a measurement specialistOur view
More data does not automatically mean better decisions.
Most marketing teams already have GA4, Search Console, ad-platform reporting, a CRM and a dashboard or two. The problem is rarely a lack of numbers.
It is deciding which numbers matter, whether they describe the same thing, whether the tracking behind them can be trusted, what actually changed commercially, and what action follows.
What the work covers
Three areas of work, run together.
Work areas, not stages. Most engagements weight them differently.
Evidence basis
Not every number means the same thing.
Every claim we make is one of these, and we say which. Not a framework: a transparency rule, so a finding still means what it says when it is forwarded.
- Observed
- Directly measured by a platform or system.
- Derived
- Calculated from observed data, with the calculation stated.
- Estimated
- Modelled using stated assumptions, and rounded to the precision they allow.
- Inferred
- A plausible interpretation the data does not directly prove, labelled as one.
- Unknown
- Something the available data cannot answer, with what it would take to find out.
Where the evidence lives
The answer usually lives across more than one system.
Analytics & onsite behaviour
GA4, ecommerce data and conversion behaviour: what people did on the site, as far as consent and tracking let it be seen.
Search performance
Search Console, rankings and query behaviour, with AI visibility added where it is relevant to the question.
Paid media
Platform spend, search queries, conversions and campaign performance, read alongside the site data rather than instead of it.
CRM & sales
Lead quality, pipeline, closed revenue and sales outcomes, where your systems allow marketing activity to be connected to them.
Commercial data
Margin, product economics, lifetime value, revenue and the operational context behind them, usually held by your team rather than ours.
Scope
What Data, measurement & insights can include.
Dashboards are one possible output, not the point.
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Planning and tracking
Measurement plans, GA4, GTM and conversion tracking.
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Search and paid measurement
Search Console and paid-platform measurement.
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Commercial connection
CRM integration, attribution, revenue and margin reporting.
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Analysis and decisions
Forecasting, test design and executive reporting.
We interpret performance across the programme. The owning capability still does the work, and Search strategy & intelligence decides where to play and why.
Attribution
Attribution is a model, not the customer journey.
Customers move between search, social, AI answers, paid media, direct visits, recommendations and conversations that happen offline. No analytics system observes every one of those influences.
So we use attribution models as useful evidence, not as a reconstruction of the journey. The right response to that uncertainty is more disciplined interpretation, not looser claims.
In practice · Hobbies Direct
Measurement changed where the investment went.
Hobbies Direct’s ad spend was climbing while brand traffic inflated the results of campaigns meant to win new customers. Before scaling anything, we separated brand from non-brand so non-brand performance could be measured cleanly, and mapped every query to product margin and lifetime value. The team could then see what paid and organic each contributed, and where more investment made sense.
- +77%
- Revenue, while ad spend fell 20%
- +46%
- Organic revenue, year on year (GA4)
Data, measurement & insights · Paid search & media · SEO & search performance
View the Hobbies Direct case study
Client voice
I went in expecting another agency pitch deck. What I got was a P&L conversation, a clear ROAS target, and a paid search engine that delivered against it. 34:1 ROAS is not something I thought possible from Google Ads.
Firewire built the attribution framework before any content was created, so we always had clean data on what each channel contributed. The SEO wasn't cannibalising paid. It was bringing in customers we weren't reaching before. We would recommend them without hesitation.
We engaged Firewire to overhaul our SEO. They have incredible knowledge and understanding of SEO and have increased our organic traffic by 680%. Their work is high quality and produces results.
After a run of bad experiences with other competitors, Firewire were able to deliver results, doubling our organic leads, and have been a pleasure to work with. We highly recommend.
Selected clients
Before you brief us
Questions, answered plainly.
01 Can you fix our GA4 or tracking?
Yes, where the problem sits inside the search and measurement programme: conversion definitions, event design, GA4 and GTM configuration, and the data quality behind them.
02 Do you build dashboards?
Yes, where they are useful. A dashboard is an output, not the objective. The objective is knowing what changed and what to do about it.
03 Can you tell us exactly which channel caused a sale?
Not always, and nobody can honestly promise to. Attribution models assign credit by rules; they do not see every influence on a purchase. We tell you what the data shows directly, what it suggests and where it runs out.
04 Can you connect marketing activity to CRM and revenue?
Where the systems and data allow it. Often that means connecting leads to pipeline and closed revenue. Sometimes the honest answer is that the data needed does not exist yet, and we say what would close the gap.
05 Can you work with our BI or data team?
Yes. We work inside the tools and models your team already uses and focus on the search and marketing interpretation they need.
06 Do we need this as a standalone capability?
Sometimes, when the measurement itself is the problem. More often it runs across another engagement, interpreting the SEO, paid media or other work as it happens.
Ready when you are.
Be found first. Be chosen naturally.
Tell us which numbers you trust, which ones you do not, and what decisions your current reporting still cannot answer.