Most editorial teams have Google Analytics — but barely use it. The data is there, but it’s unclear what to do with it.
We set up analytics to answer the editorial team’s real questions: where readers come from, what they read to the end, which topics perform, and why traffic dropped this month.
Google Analytics 4 Setup
GA4 out of the box is not enough for media organizations. Without proper configuration, you see general numbers but don’t understand your audience’s behavior.
We provide a full media-focused integration: from scratch or based on an existing account.
What’s included:
- Full GA4 integration — proper account structure, data streams, and filters
- Event and conversion setup — completion rate, subscriptions, and ad clicks
- Segmentation of returning and one-time readers — see who comes back and who visits only once
- Automated reports and dashboards — get the data you need without searching for it manually every time
- Debug analysis — we check that data is being collected correctly and without duplicates
- Post-setup support — we answer questions and help you understand the analytics
Result: You know exactly what is happening on your website. No more guessing — you can make decisions based on data.
Looker Studio Setup
Looker Studio provides dashboards that update automatically and show what matters to your team. No clutter, no extra effort.
We create two types of dashboards — for different needs and different people within the editorial team.
Dashboards for managers and media executives:
- Overall media performance — traffic, audience growth, and conversions
- Traffic source analysis — what comes from search, social media, and aggregators
- Ad campaign monitoring — performance and spend in one place
- Popular content — which pieces attract the most readers
Dashboards for editors:
- Article and news analysis — views, completion rates, comments, and shares
- Behavioral insights — what readers read, where they leave, and what keeps their attention
- Topics that attract audiences — see patterns, not just numbers
- Traffic channel analysis — where readers come from for specific pieces of content
Result: everyone on the team sees what matters to them — without unnecessary data or the need to manually dig into GA4 every time.
Audience Profile Analysis
You know how many readers you have. But do you know who they are, what interests them, and how they behave on your website?
Audience profile analysis provides insights that are useful for both the editorial and monetization teams.
What’s included:
- Demographics and geography — age, gender, regions, and devices
- Behavior and engagement — how readers interact with your content
- Interests — what else your audience reads beyond your content
- Segmentation — loyal readers, one-time visitors, and “sleeping” users
- Distribution recommendations — which channels work best for each segment
Result: you understand your readers in concrete terms — and can build your content and distribution strategy based on data rather than guesswork.
Analysis of Strong and Weak Content
Not all content is equally valuable to a website. Some pieces drive traffic for months — others get almost none. The difference is often not the topic, but how the content is written and optimized.
We analyze your content and show you what actually works — and what should be improved or expanded.
What’s included:
- Performance assessment — traffic, rankings, and changes over time
- SEO analysis — headlines, metadata, structure, and keywords
- Engagement and interaction — content completion, time on page, and reader behavior
- Competitor comparison — who ranks for your topics and how
- Specific recommendations — what to rewrite, update, or remove
Result: you understand which content is worth investing resources in — and which mistakes to avoid in new articles.
What is included in web analytics setup?
Depending on your needs, this can include basic GA4 setup with the correct account and data stream structure, event and conversion tracking tailored to the needs of media organizations or NGOs (content completion, subscriptions, ad clicks, form submissions), segmentation of returning and one-time readers, GTM setup for flexible tag management, Looker Studio integration, and dashboards for editorial teams or managers. The scope is defined after the briefing.
Can you check an existing GA4 setup?
Yes — this is a separate type of service. If GA4 is already installed but you’re not sure whether it is collecting data correctly, or you want to understand what is happening on your website, we audit the existing setup and provide recommendations or fix the issues.
How is media analytics different from standard analytics?
Standard GA4 setup is optimized for e-commerce or lead generation — conversions, carts, and form submissions. Media organizations operate differently: key metrics include article completion, reader retention, scroll depth, behavior by sections and authors, and traffic sources across Google channels. We configure analytics around the editorial team’s real needs — so the data answers the questions that arise in day-to-day work rather than simply being collected.
Can you identify returning and loyal readers?
Yes. GA4 allows you to segment your audience into groups — new users, returning users, and loyal readers with a certain visit frequency. We configure these segments so the editorial team can see not just the total number of visits, but the actual structure of its audience.
Why do GA4 and Search Console show different numbers?
Because they measure different things. Search Console counts clicks from Google search results — in other words, how many times people visited the website from search. GA4 counts sessions on the website, and this can be affected by ad blockers, browser settings, bots, and differences in methodology. A 10–30% discrepancy is normal. If the difference is larger, the setup should be checked.
When can results be analyzed after setup?
GA4 starts collecting data as soon as it is installed, but a minimum of 4–6 weeks is needed for meaningful analysis. This allows enough data to accumulate to identify trends rather than random fluctuations. Some reports, particularly cohort analysis and audience segments, become more informative later — after 2–3 months of data collection.