Find out how we implement analytical tools! 

The correct implementation of analytical tools is crucial in the process of collecting reliable data for analysis.

Tag Manager implementation

Google Tag Manager is an advanced tool for managing not only analytical tags, but also other codes. This tool significantly facilitates the work of IT department when implementing subsequent tools or marketing codes.

Google Analytics configuration and implementation

Implementing the basic Google Analytics code is not complicated, however its proper configuration is a challenge. According to various sources, between 40-80 percent of Google Analytics accounts contain errors in settings. The correct configuration is vital because it is not possible to make good decisions based on incorrect data.

Other analytical tools implementation

Analytical tools are not limited to Google Analytics. We will also use Google Tag Manager to implement other tools that will allow you to better analyse your business. If you do not have Google Tag Manager, we will prepare guidelines for your IT department.

Marketing tags implementation

A correct conversion tracking is crucial especially for paid campaigns. Facebook or Google guidelines for implementing marketing tags are becoming increasingly complex. Our analytical team will implement codes and show you how to use them to optimize your campaign.

Combining data from various sources

Aby Analytical and marketing tools provide many data but can you compare them? How to combine them to fully use their potential? To answer this need, we will prepare a report in Google Data Studio or implement different solution tailored to your needs.

What are the benefits of working with us? 

e have technical knowledge and experience that ensures the correct implementation and configuration of analytical tools and other marketing codes.

Data accuracy

A proper implementation ensures that tools work correctly and collect accurate data

Advanced implementation and configuration

The more data on user behaviour you want to collect, the more complicated the implementation and configuration is.

Guidelines and cooperation with your IT team

In the case of custom implementations that require page code editing, we prepare comprehensive guidelines for programmers and work with them throughout the entire implementation process.

Data from various sources

Thanks to the correct implementation and combination of various sources, it is possible to make proper data-based business decisions

Practical aspects 

Find out about the most frequently asked questions about implementing analytical tools.

What tools do we implement and configure?

We can implement both analytical tools, like Google Analytics, and other tracking codes, such as Google Ads tags, Facebook Pixel and Google Optimize or Hotjar codes.

How does the process of implementation look like?

Before implementing the tool, we need access to Google Tag Manager. If you do not have GTM, we will prepare instructions for its implementation. What is more, if a tool is not going to be installed using Google Tag Manager, we will prepare accurate guidelines for the IT department.

What is the purpose of implementing analytical tools?

The correct implementation of analytical tools ensures its correct functioning and error-free data collection. In turn, analyses based on valid data allow you to draw accurate conclusions. All the above is done to optimize your website and marketing activities.

Why one should implement analytical tools?

The implementation of analytical tools is the first step that must be taken to fully use the potential of information flowing from your site. The data-driven approach is no longer just a fashionable phrase. It is necessary if you want to compete in a world of data.

Sample tools and tracking codes 

Below are just a few examples of codes that we can implement for you.

Basic Google Analytics code (impression tracking)

Basic Google Analytics code (impression tracking)

The basic GA code allows tracking website traffic; however, it is not enough to implement the code on the page - Google Analytics will be useful only when properly configured.

Additional Google Analytics codes (e.g. event tracking)

Additional Google Analytics codes (e.g. event tracking)

Additional implementation and configuration elements enable a wider use of this analytical tool; one of such add-ons is form fillings, clicks or PDF files downloads tracker.

Facebook Pixel and custom event codes

Facebook Pixel and custom event codes

Each brand has its own pixel code or tag that is linked to the advertising account.

Google Ads Conversion Tag

Google Ads Conversion Tag

Allows you to optimize your advertising campaigns better.

Google Ads remarketing tag with custom parameters

Google Ads remarketing tag with custom parameters

For example enables displaying products which were viewed by users on the site.

Google Optimize code

Google Optimize code

This extremely useful tool, if properly implemented, is used primarily to conduct A / B and multidimensional tests.

Hotjar code

Hotjar code

It is one of the tools designed for heat map analysis and user sessions recording.

Custom JavaScript codes

Custom JavaScript codes

If there is no dedicated tag for the tool or tracking code in Google Tag Manager, we will implement it using a custom code along with any necessary modifications; this is how most marketing tags are implemented.



An attribution modelling tool that shows which marketing channels impacts results the most.

Analytics implementation on AMP / PWA pages

Analytics implementation on AMP / PWA pages

A different approach to the implementation of analytical codes is required for new types of websites adapted to mobile devices, however, it is necessary to maintain data continuity after modifying the page.


We use different solutions and always adapt the selection to your website and business.

Implementation and management of tags

We use Google Tag Manager to implement and manage tags and codes. It is an advanced tool that has many configuration options for both embedded tags and custom JavaScript codes. We also use Adobe Dynamic Tag Manager (DTM) and Tealium iQ.


See how the implementation and configuration of analytical tools will look like step by step.

  1. Access to tools

    The first step is to obtain access to Google Tag Manager.

  2. Information on the course of implementation

    In the case of larger undertakings, we will present an implementation schedule.

  3. Guidelines for the IT department

    If there is a need, because the implementation will not be carried out using Tag Manager or will require changes to the page code, we will prepare detailed guidelines for your IT specialists.

  4. Implementation

    We will carry out an implementation via Tag Manager or supervise programming work, in the case of implementations directly in the page code.

  5. Tools’ testing after the implementation

    We will check whether the tool works properly and collects the correct data after the implementation.

Expert comment 


The correct implementation of analytical tools is a necessary first step towards the development of data-based business. Confidence in data translates into a better understanding of user behaviour on the site and proper distribution of the marketing budget. Implementing new tools or inspecting the configuration of those used daily is a proven way to improve business results.
Ewa KańczukHead of Analytics

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