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Platforms

Analytics & Tracking Platforms

These analytics and tracking platforms are the ones we set up, audit and report from most often. Each page covers what the tool does well, common setup mistakes and how it fits with the rest of your stack.

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Overview

Analytics & Tracking Platforms

Most tracking problems come from setup, not the tool. GA4 installed twice, Tag Manager containers full of old tags, events named differently on each page, server-side tracking half configured. Teams then add another tool hoping it will fix the gaps, and end up with more numbers that disagree.

Each platform page explains the tool's role. GA4 and Google Tag Manager for website and campaign data, Looker Studio and Power BI for reporting, Mixpanel or similar tools for product usage, Hotjar and Microsoft Clarity for behaviour, and server-side tagging where consent and data accuracy matter. We cover how we configure each, what to track and how it should connect to your CRM so you can measure revenue as well as clicks.

If you are unsure which tools you actually need, a short audit usually answers it.

In this category

  • Google Analytics 4
  • Google Tag Manager
  • Looker Studio
  • Power BI
  • Microsoft Clarity

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Analytics & Tracking

All analytics & tracking

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Case studies & resources

Real-world results and practical reading to help you plan your next step.

Client stories

How similar work has played out for other businesses.

1dashboard for every brandGiving a pharma marketing team one source of truthRead the story +31%cross-sell conversionsGiving a regional bank a single view of every customerRead the story −19%customer churnSpotting churn early for a telecom providerRead the story
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Helpful resources

Guides, tools and articles our team recommends on this topic.

GuideAnalytics & Data GuideArticleFixing conversion tracking when your ad platforms and CRM never agreeArticlePlatform audit: what it uncovers and why it pays for itselfFree toolUTM Link BuilderFree toolMarketing ROI Calculator
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FAQ

Questions we often hear

Straight answers to the things clients ask us most. If yours isn’t here, just ask.

Still have a question?Talk to a strategist. We usually reply within one working day.Ask us directly
Is Google Analytics 4 enough for most businesses?
For website and campaign tracking, GA4 covers most needs when it is configured properly with key events and conversions. Add product analytics for apps or SaaS, and a heatmap tool if you want to see behaviour on specific pages.
What is server-side tracking and do I need it?
Server-side tracking sends data through your own server before it reaches analytics and ad platforms. It can improve data accuracy and control. It is worth considering if you spend heavily on ads or need tighter control over what data is shared.
Can Nians combine several platforms in one engagement?
Yes, and most clients do. One strategist coordinates the work, so you get one plan, one team and one report.
Do you work with businesses outside India?
Yes. We work with brands in India and abroad, across time zones.
Next step

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A free 30-minute session with a senior Nians strategist. You leave with a prioritised plan, whether or not you work with us.

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