Martech (Marketing technology)

Our terms for taking on your tracking and measurement setup

Measurement strategy & setup

What we’ve seen on the market:

Default GA4 setups that say very little about the business.

A lot of analytics work still starts and ends with a standard GA4 implementation, a few common events, and whatever the platform reports out of the box. The setup may look complete, but it often misses the actions, handovers, and commercial signals that matter. Teams end up with data, but not with answers they can trust.

Our approach:

Measurement built around your funnel, commercial logic, and decisions.

We start from the business model, the funnel, the KPIs, and the decisions the data needs to support. Then we define the measurement plan, event logic, integrations, and implementation requirements around that. That means cleaner tracking, better prioritization of what gets measured, and a setup that is useful beyond reporting screenshots.

Consent, privacy & data quality

What we’ve seen on the market:

Consent and compliance treated as a banner problem.

A common pattern is that privacy gets handled late, narrowly, or only from the legal side. A banner gets added, Consent Mode is only partially set up, and nobody checks what that does to attribution, signal quality, or reporting reliability. The result is often a compliant-looking setup with weaker data than teams expected.

Our approach:

Privacy handled as part of the measurement architecture.

We treat consent, data collection rules, and signal quality as part of the setup itself. That includes Consent Mode v2, privacy-aware tracking logic, and the technical choices needed to preserve as much usable measurement as possible under stricter browser and platform limitations. The aim is a setup that stays compliant without becoming blind.

CRM, attribution & ecosystem alignment

What we’ve seen on the market:

GA4, CRM, and marketing platforms working in silos.

One tool tracks website behaviour, another stores lead or customer data, and ad platforms optimize off their own incomplete version of the truth. The result is weak attribution, broken handovers, inconsistent audience signals, and endless debates about which number is “correct.”

Our approach:

One connected system with cleaner signals across the funnel.

We connect GA4, CRM, and the surrounding platform setup into a more coherent measurement system. That includes integration logic, conversion alignment, cleaner event structure, and better handover of meaningful business signals across tools. The point is fewer blind spots, stronger signal quality, and better decisions across marketing and sales.

Tracking resilience & implementation depth

What we’ve seen on the market:

Tracking that works until the next release, migration, or template change.

A lot of setups are “done” once tags are live. Then a site release happens, templates change, dataLayer behaviour shifts, or a developer team updates code without documentation. Suddenly, key events disappear, attribution breaks, and marketing teams are left waiting for someone else to figure out what changed.

Our approach:

Setup quality that survives releases, migrations, and code changes.

We put more weight on structure, validation, documentation, and technical clarity from the start. That means cleaner GTM architecture, stronger dataLayer thinking, better testing, and the ability to debug and recover visibility when the setup gets disrupted. The point is not just to launch tracking. It is to make it more resilient when the environment gets messy.

Our services

Martech Growth Martech for Data Controlling Martech Audit

Martech Growth

What is this service?

Martech Growth is our model for building, fixing, and evolving the measurement and marketing technology layer your business depends on to make good decisions and scale. We don’t treat Martech as a tool installation, but as a business infrastructure.

In practice, this means:

auditing your current setup before we touch anything,
defining what should actually be measured and why,
implementing the right stack across GA4, CRM or CDP, GTM, server-side tracking, and conversion integrations,
validating data quality before anything becomes the basis for decisions,
and continuously improving the setup as your funnels, channels, and business priorities change.

You get more than tracking: a measurement architecture that reflects how your business acquires, qualifies, and converts demand.

When does this make sense?

You have GA4, GTM, a CRM, or multiple tools in place, but you don’t trust the data enough to make decisions with confidence.
You’re growing fast, and your measurement setup has become a patchwork of old tags, partial fixes, and disconnected tools.
You need a clear measurement plan before launching new campaigns, websites, funnels, or markets.
You want server-side GTM, Enhanced Conversions, CRM integrations, or Consent Mode v2 implemented properly instead of as a checkbox setup.
You need the marketing, sales, and data layers to work as one system instead of three separate realities.
You want a team that can both define the architecture and stay involved as the system evolves.

How we work?

Every Martech Growth engagement starts with a current-state analysis, because implementation without diagnosis is how bad setups get scaled.

Our work usually moves through five connected layers:

Existing state audit: we review your current tracking, tools, integrations, consent setup, and reporting logic to identify where data leaks, breaks, or gets distorted.
Measurement plan and strategy: we define the KPIs, events, funnel stages, and business logic that should shape the setup. This is where we align measurement with your commercial model.
Technical implementation: we implement or rebuild the setup across GA4, GTM, server-side GTM, CRM, CDP, Enhanced Conversions, data layers, and other required integrations.
Testing and validation: nothing goes live without checking accuracy. We validate whether the setup captures the right actions, whether the values match reality, and whether GA4, CRM, and other systems stay aligned.
Ongoing support and improvement: Because campaign structures change, websites evolve, privacy rules shift, and sales processes get updated, we stay involved to adapt the setup, protect data quality, and keep the system decision-ready over time.

Operationally, this means we work as the architecture and quality-control layer across marketing, development, sales, and data. We define what needs to be measured, document implementation requirements clearly, validate what gets shipped, and keep refining the system as new needs appear. The goal is not “tracking installed.” We aim for trusted data that holds under real business conditions.

Roles & responsibilities

Granular

We audit the current setup, identify gaps, and define priorities before implementation starts.
We create the measurement plan, event logic, KPI framework, and implementation requirements.
We implement or oversee the implementation of GA4, GTM, server-side tracking, CRM/CDP integrations, Enhanced Conversions, and consent-related setup.
We test, validate, and troubleshoot the system before and after launch.
We stay involved as an ongoing strategic and technical layer, adapting the setup as your business evolves.

Client

You provide access to relevant tools, platforms, documentation, and internal stakeholders.
You share business goals, funnel logic, sales stages, and any operational constraints that affect measurement design.
You align internal teams when development, CRM administration, or platform-side changes are needed.
You stay involved in reviewing the proposed measurement logic so the setup reflects business reality, not assumptions.

Martech for Data Controlling

What is this service?

This service makes your measurement setup usable beyond native platform interfaces, fragmented reports, and GA4 tables that few people can interpret with confidence.

Its role is to make sure the data foundation is set up correctly: that GA4 reflects the business model, that key integrations are connected properly, that CRM signals are brought into the measurement logic where needed, and that the setup can support reporting and decision-making outside the source tools themselves.

The service is focused on the Martech layer behind the scenes:

shaping GA4 around real business needs,
connecting the essential systems around it,
improving data quality and consistency,
and making sure the setup can feed broader analysis, reporting, and decision support.

The goal is to make the right data available in a form that supports both high-level and granular decisions.

When does this make sense?

You want to track performance beyond default GA4 reports and scattered platform dashboards.
Your current setup shows data, but not in a way that reflects your business model, industry specifics, offer structure, or customer journey.
Important signals live across GA4, website interactions, CRM stages, and other tools, but they are not aligned well enough to support reporting.
You want more reliable and business-relevant inputs for overall performance views, without depending only on raw tool interfaces.
You need a stronger measurement foundation before broader dashboarding, analysis, or AI-based interpretation can make sense.
You want reporting to reflect meaningful commercial signals, not just platform-native metrics.

How we work?

This service starts from the understanding that better reporting begins with the setup behind the dashboards.

Our role is to define and maintain the Martech foundation that allows data to be interpreted outside of GA4 and other source platforms with much more confidence.
In practice, this usually includes:

reviewing whether the current GA4 setup reflects actual business priorities, funnel logic, and key user actions,
aligning measurement with the specifics of your industry, product or service model, audience behavior, and commercial process,
structuring events, conversions, parameters, and integrations so the setup captures what actually matters,
connecting GA4 with the essential surrounding systems, especially CRM and other relevant tools,
validating whether the collected data is consistent, usable, and suitable for broader reporting and analysis,
and refining the setup as business needs, websites, campaigns, and internal processes evolve.

So, we make sure the data feeding those dashboards is worth trusting.

The Martech team owns the measurement and integration layer: GA4, website-related tracking logic, conversion structures, CRM connections, and the technical setup required for clean inputs. From there, the Data team can take over with dashboarding, deeper processing, big data work, AI layers, and broader decision-support systems.

Roles & responsibilities

Granular

Martech team

We define and maintain the measurement setup behind the reporting layer.
We shape GA4 around your business needs instead of relying on default configurations.
We set up and align the necessary integrations between GA4, the website, CRM, and other relevant systems.
We structure the data so it can support both broader performance views and more granular analysis outside native tools.
We validate the setup and refine it as your business, offer structure, and customer journey evolve.
We align all stakeholders when changes are needed across the website, CRM, or connected systems.

Data team

They use the Martech foundation as the base for dashboards, data processing, modeling, AI layers, and broader controlling systems.
They translate trusted inputs into usable reporting and decision-support environments.

Client

You provide access to the relevant tools, platforms, and internal business context.
You clarify which business signals matter most and how your commercial process works.
You align internal stakeholders when changes are needed across the website, CRM, or connected systems.
You use the resulting reporting and insight layers to guide decisions, while helping surface new needs that require updates in the measurement setup.

Martech Audit

What is this service?

Martech Audit gives you a clear, evidence-based diagnosis of your current measurement and marketing technology setup. It shows where data is being lost, distorted, duplicated, or left disconnected from the rest of the business.

We review how your setup currently works across tracking, consent, integrations, CRM logic, and reporting readiness. If something is broken, misconfigured, or too shallow to support real decisions, it surfaces here.

The goal is simple: to replace false confidence with a clear view of what is happening in your stack.

When does this make sense?

You suspect your data is wrong, incomplete, or inconsistent, but don’t know where the problem starts.
You’ve inherited a setup built by several teams, agencies, or developers over time.
You’re preparing for a bigger rebuild and want to understand the current state before investing further.
You need to know whether your setup is privacy-compliant and still usable for measurement.
You have specific tracking issues, missing events, or unexplained discrepancies between systems.
You want a prioritized view of what to fix now versus what needs structural redesign.

How we work?

We start by reviewing the current state of your stack end to end: GA4, GTM, consent setup, data layers, CRM or CDP connections, conversion tracking, server-side logic where relevant, and the way data is currently interpreted in reporting.

The audit is both technical and commercial. We don’t only check whether tags fire. We check whether the setup reflects the business logic it is supposed to support.

Typical audit outputs include:

a clear view of where data collection is incomplete, inaccurate, or misaligned,
findings on consent, privacy, and tracking resilience,
identification of broken or missing event logic,
gaps between marketing-side measurement and CRM or sales reality,
a prioritized list of quick fixes,
and a roadmap that separates immediate cleanup from structural improvements.

The point of the audit is not to overwhelm you with technical notes. The results give you a ranked view of what matters, what is distorting decisions today, and what should happen next if you want a setup that can support the growth.

Roles & responsibilities

Granular

We review the full Martech setup across tracking, integrations, consent, and reporting readiness.
We identify misconfigurations, blind spots, data leaks, and structural weaknesses.
We document findings in a clear audit output with prioritized recommendations.
We distinguish between quick fixes, medium-term improvements, and deeper rebuild needs.
We can support implementation after the audit if needed.

Client

You provide access to the relevant tools, platforms, and documentation.
You share the business context needed to judge whether the setup reflects real funnel and sales logic.
You clarify current pain points, known issues, and decision areas where trust in data is weak.
You decide how recommendations are implemented internally or with external support after the audit.

Our Martech Playbook

The Precision Suite (GA4, GTM & Server-Side Tracking)

This is where the measurement layer gets built properly.

We set up GA4 and GTM around how your business works, what your funnel needs to capture, and which decisions the data needs to support. That usually means going beyond default configurations and putting structure around event tracking, conversion logic, tagging, and data flow.

This can include:

GA4 setup or rebuild
GTM architecture and cleanup
custom event and conversion tracking
server-side tracking
Enhanced Conversions
cross-domain and attribution fixes
dataLayer planning and validation

The goal is a setup you can rely on as the business grows.

CRM / CDP Architect

A CRM should support sales, marketing, and decision-making. Too often, it ends up acting as storage with a few workflows added on top.

We shape CRM or CDP systems into something operational: aligned fields, cleaner handovers, useful lifecycle stages, and integrations that make commercial data more usable across the funnel. Depending on the setup, that can mean working with HubSpot, Zoho, Salesforce, or similar systems.

This can include:

CRM setup and restructuring
field and property mapping
lifecycle and pipeline logic
sales and marketing automation flows
CRM to GA4 alignment
CDP-related architecture and integration support

The goal is to make the systems around your data work the way the business works.

Consent & Privacy Shield

Privacy requirements shape measurement.

We treat consent and compliance as part of the setup itself, because they directly affect what gets collected, what gets lost, how attribution behaves, and how much trust you can place in the numbers.

This helps keep the setup compliant while protecting as much measurement quality as possible.

This can include:

Google Consent Mode v2 implementation
consent-aware tracking setup
cookie and data collection alignment
privacy-safe signal handling
setup adjustments needed under stricter browser and platform limitations

The goal is to keep the setup usable under real privacy constraints.

Tracking Recovery & Debugging

Tracking does not usually break at a convenient moment.

This work comes in when releases, migrations, template changes, or undocumented code updates disrupt the measurement layer and leave teams with missing or distorted data. When that happens, waiting in a developer queue is rarely a good operating model.

We investigate what changed, recover visibility fast, and create enough technical clarity for permanent fixes to happen properly.

This can include:

broken tracking investigation
event and parameter mismatch analysis
temporary tracking workarounds
dataLayer change detection
fast recovery setups through GTM and supporting tools
technical debugging briefs for development teams

The goal is to restore visibility quickly and make the next fix more precise.

Frequently asked questions

To understand the service even better.

Why do I need Server-Side GTM?

Standard tracking can lose a significant share of data due to ad blockers and browser restrictions. Server-side GTM helps recover part of that signal loss and can also support a faster, cleaner setup.

Which CRM should I choose: HubSpot or Salesforce?

HubSpot is often a better fit for marketing-heavy teams, while Salesforce is usually the better option for businesses that need a high level of customization. We audit your needs first, then recommend the right setup.

Is GA4 really that complicated?

It can be. With the right Measurement Plan in place, though, the setup becomes much easier to understand and much more useful for both operational teams and decision-makers.

How long does a GA4 implementation take?

It depends on the complexity of the setup, but for most websites it can be completed within 30 days.

What is a CDP, and do I need one?

If your customer data is spread across multiple platforms, a CDP (Customer Data Platform) helps bring it together into a single customer view. It becomes especially useful when personalization and orchestration start getting harder to manage across separate tools.

What do you need from our team to get started?

Technically, we need access to your relevant tools, platforms, and existing documentation. Strategically, we need your business context. We ask you to share your business goals, funnel logic, sales stages, and operational constraints. We build measurement around your commercial reality, not assumptions, so understanding how your business actually acquires, qualifies, and converts demand is crucial from day one.

How involved does our internal team need to be during the project?

Do we need developer support on our side?

Yes, typically for changes to your website’s source code. We own the Martech layer (GA4, GTM, server-side tracking, platform integrations), but tasks like pushing specific events to the dataLayer or setting up backend CRM webhooks require your developers. We provide them with clear, precise documentation and validate what they ship to ensure tracking resilience.

How do you handle implementation when multiple teams are involved?

We operate as the architecture and quality-control layer across your marketing, development, sales, and data teams. We define exactly what needs to be measured, clearly document the implementation requirements for your developers or IT, and rigorously validate what gets shipped. The goal is a connected system with fewer blind spots, not siloed efforts.

Will we receive technical documentation and implementation guidelines?

Absolutely. A lot of setups on the market are “done” once tags are live, but break during the next site release. We put heavy weight on structure, validation, documentation, and technical clarity from the start. You will receive clear measurement plans and event logic structures.

Can you work with our existing setup, or do you usually recommend rebuilding it?

Yes, if it’s possible, we can work with your existing setup.

How long does a typical audit project take?

Depends. We have projects from 30 days to 3 months.

Martech (Marketing technology)

Whether you work with us through Growth, Audit, Data Controlling on Martech alone or across your wider digital setup, the expectation is the same: senior judgment, technical depth, and a measurement layer built for decisions.

Martech Growth

Martech for Data Controlling

Martech Audit

Pick a goal. We’ll pick the entry point.

Our terms for taking on your tracking and measurement setup

Measurement strategy & setup

Consent, privacy & data quality

CRM, attribution & ecosystem alignment

Tracking resilience & implementation depth

Real results

Fine Jewelry

“Granular has a comprehensive understanding of our online business, recognizes the challenges we face, and provides practical solutions that help us grow further.”

E-commerce

“Their greatest impact has been in empowering us with clear, actionable insights. They built a bespoke controlling system that tracks performance at the product, category, and keyword level, surfacing opportunities and flagging issues the moment they arise.”

E-commerce

“With their pragmatic, hands-on collaboration, Granular feels like an extension of our own team—continuously driving improvements, expanding our reach across core categories, and keeping Planeta Sport a step ahead of the competition.”

Martech Growth

What is this service?

When does this make sense?

How we work?

Roles & responsibilities

Martech for Data Controlling

What is this service?

When does this make sense?

How we work?

Roles & responsibilities

Martech Audit

What is this service?

When does this make sense?

How we work?

Roles & responsibilities

Results we'll stand behind

Analytics

Enhanced GA4 Tracking and Attribution. MaxBet.rs improved data quality across all channels.

Analytics

Scalable GA4 Measurement Rebuild. Future-ready tracking for smarter growth.

Analytics

Clean Attribution and Smarter Decisions. ePlaneta’s Analytics Rebuilt from the Ground Up.

Our Martech Playbook

The Precision Suite (GA4, GTM & Server-Side Tracking)

CRM / CDP Architect

Consent & Privacy Shield

Tracking Recovery & Debugging

Want this playbook on your Martech stack?

Frequently asked questions

Why do I need Server-Side GTM?

Which CRM should I choose: HubSpot or Salesforce?

Is GA4 really that complicated?

How long does a GA4 implementation take?

What is a CDP, and do I need one?

What do you need from our team to get started?

How involved does our internal team need to be during the project?

Do we need developer support on our side?

How do you handle implementation when multiple teams are involved?

Will we receive technical documentation and implementation guidelines?

Can you work with our existing setup, or do you usually recommend rebuilding it?

How long does a typical audit project take?

Our Martech clients