Users
12,428
SAMPLE DATA
ANALYTICS & TRACKING
Turn data
into real
results.
We set up, manage and analyse your website and marketing data, helping you understand what's working, uncover opportunities and make smarter decisions that drive growth.
7
KAPITAL
7
MEDIA
DEMO DASHBOARD
⌄
Sessions
18,641
SAMPLE DATA
Conversions
1,482
SAMPLE DATA
Conversion Rate
4.8%
SAMPLE DATA
WEBSITE PERFORMANCE
Website Traffic
VISITS
30K
20K
10K
0
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
FROM DATA TO
ACTIONABLE
INSIGHTS
INSIGHTS
01
TRACK
Capture the right data
→
02
MEASURE
Understand performance
→
03
ANALYSE
Find the opportunity
→
04
IMPROVE
Make smarter decisions
7
WHY ANALYTICS MATTERS
Know what's
working.
Know what isn't.
02 / FROM DATA TO DECISIONS
Your website generates information every day. The value comes from understanding what that information is telling you.
Analytics helps connect visitor behaviour, marketing activity and business actions so decisions can be based on evidence rather than assumptions.
THE OPPORTUNITY
Data alone
Data alone
doesn't create
growth.
7
Understanding
creates action.
Page views, traffic sources, clicks, enquiries and conversions are only useful when they help answer the questions that matter to your business.
We turn website and marketing activity into clear information you can use to improve performance.
THE QUESTIONS THAT MATTER
Better data.
Better data.
Better questions.
Good analytics should help you understand what people are doing, where they come from, what drives action and where opportunities may be getting lost.
01
AUDIENCE
Who is
visiting?
Understand the audiences reaching your website and how they engage with your content.
UNDERSTAND YOUR AUDIENCE
→
02
ACQUISITION
Where are they
coming from?
See which channels, campaigns and sources are helping people discover your business.
UNDERSTAND ACQUISITION
→
03
BEHAVIOUR
What are they
doing?
Understand the pages, content and interactions that attract attention and move visitors forward.
UNDERSTAND BEHAVIOUR
→
04
CONVERSION
What drives
action?
Identify the journeys and interactions that contribute to enquiries, leads, bookings, purchases or other goals.
UNDERSTAND CONVERSION
↗
FROM INFORMATION TO INSIGHT
Don't just collect
Don't just collect
more data.
Track the information that helps you understand performance and make better business decisions.
DATA WITHOUT CONTEXT
INFORMATION
Numbers everywhere.
Traffic, clicks and reports can quickly become noise when there is no clear connection to business objectives.
DATA
→
REPORTS
→
?
DATA WITH PURPOSE
KAPITAL 7
Clearer decisions.
Start with the questions your business needs answered, then build measurement around those objectives.
01
QUESTION
→
02
MEASURE
→
03
INSIGHT
→
04
ACTION
THE ANALYTICS JOURNEY
See the journey.
See the journey.
Improve the journey.
Traffic
Search, campaigns, social and referrals.
Behaviour
Pages, content, clicks and interaction.
Intent
Key actions and high-value engagement.
Action
Leads, enquiries, bookings or sales.
WHY IT MATTERS
Clear insights.
Clear insights.
Better decisions.
Stronger direction.
See Performance
Understand how your website and digital activity are performing.
Find Opportunities
Identify areas where user behaviour suggests room for improvement.
Reduce Guesswork
Use evidence to support website and marketing decisions.
Keep Improving
Use ongoing measurement to inform the next stage of optimisation.
THE PRINCIPLE
KAPITAL 7 MEDIA
Measure what matters.
Understand what happens.
Act on what you learn.
TRACK
→
MEASURE
→
UNDERSTAND
→
IMPROVE
7
WHAT WE TRACK
Track the
journey.
Not just the visit.
03 / TRACKING CAPABILITIES
The right tracking gives you a clearer picture of how people discover, experience and act on your website.
We connect website activity with the actions that matter to your business — from traffic and engagement to enquiries, bookings, purchases and campaign performance.
01
ACQUISITION
Website
Traffic
Understand how many people reach your website and how traffic changes across your digital activity.
VISITS / SESSIONS / USERS
→
02
SOURCES
Traffic
Sources
See whether visitors arrive through search, social, advertising, referrals, email or direct traffic.
CHANNEL / SOURCE / MEDIUM
→
03
BEHAVIOUR
User
Behaviour
Understand the pages people explore, how they move through your website and where engagement occurs.
PAGES / PATHS / ENGAGEMENT
→
04
INTERACTION
Events &
Interactions
Track meaningful website actions such as button clicks, downloads, video engagement and form interaction.
CLICKS / FORMS / EVENTS
→
05
BUSINESS ACTION
Conversion
Tracking
Measure the actions that matter most — including leads, enquiries, bookings, purchases and other business goals.
LEADS / SALES / GOALS
↗
06
MARKETING
Campaign
Performance
Connect campaign activity with website behaviour to better understand which marketing efforts drive action.
UTM / CAMPAIGN / CHANNEL
→
07
JOURNEY
Funnels &
Journeys
See how users move from discovery through consideration to the actions that support your business.
ENTRY / PATH / ACTION
→
08
COMMERCE
Ecommerce &
Revenue
For transactional websites, connect product and purchase activity with traffic and marketing performance.
PRODUCT / PURCHASE / REVENUE
→
THE MEASUREMENT SYSTEM
Connect the
Connect the
whole journey.
Useful analytics is not about tracking everything possible. It is about connecting the right signals so you can understand how people move from discovery to business action.
DISCUSS YOUR TRACKING →
KAPITAL
7
MEDIA
MEASUREMENT SYSTEM
01
DISCOVERY
Acquisition
Search
Social
Campaigns
→
02
EXPERIENCE
Behaviour
Pages
Content
Engagement
→
03
INTENT
Interaction
Clicks
Forms
Events
→
04
OUTCOME
Conversion
Leads
Bookings
Sales
TRACKING CONNECTED
DISCOVERY → EXPERIENCE → ACTION
CONNECTING THE SIGNALS
See more than
See more than
isolated numbers.
Tracking becomes more useful when individual data points are connected to the wider customer journey.
Where did
they come from?
Understand the source, campaign or channel.
What did
they do?
Understand behaviour, content and interaction.
What showed
interest?
Understand meaningful engagement and intent.
What drove
action?
Connect the journey with business outcomes.
ANALYTICS & TRACKING
KAPITAL 7 MEDIA
Track the signal.
Understand the journey.
Measure the action.
VISIBILITY
→
BEHAVIOUR
→
INTENT
→
ACTION
7
ANALYTICS & TRACKING SETUP
Measure the
things that
matter.
04 / MEASUREMENT FOUNDATION
Better analytics starts with better measurement.
We structure tracking around your website, marketing activity and business objectives so the information you collect has a clear purpose.
THE FOUNDATION
Start with the
Start with the
business.
Then build the data.
Tracking should begin with the questions your business needs answered — not with installing every available analytics tool.
BUSINESS OBJECTIVE
What needs to
be understood? 01
be understood? 01
→
USER ACTION
What behaviour
shows intent? 02
shows intent? 02
→
MEASUREMENT
What needs
to be tracked? 03
to be tracked? 03
→
INSIGHT
What can we
learn from it? 04
learn from it? 04
OUR SETUP PROCESS
From objectives
From objectives
to measurement.
We build a measurement framework that connects your website, user behaviour and important business actions.
01
DEFINE
Business
Objectives
Identify what the website and marketing activity need to achieve and understand.
OBJECTIVES
→
02
MAP
User
Actions
Identify the behaviours, interactions and conversion points that matter.
ACTIONS
→
03
CONFIGURE
Tracking
Setup
Configure the measurement required to capture the relevant website activity.
TRACKING
→
04
VALIDATE
Test &
Verify
Review implementation and confirm that important events are being captured correctly.
VALIDATION
→
05
UNDERSTAND
Reporting &
Insight
Organise the information so performance can be understood and acted upon.
INSIGHT
↗
MEASUREMENT ARCHITECTURE
One connected
One connected
measurement
system.
Your analytics setup should connect acquisition, website behaviour and business outcomes rather than leaving each source in isolation.
DISCUSS YOUR ANALYTICS →
KAPITAL
7
MEDIA
MEASUREMENT ARCHITECTURE
TRAFFIC SOURCES
SEARCH
SOCIAL
PAID MEDIA
EMAIL
REFERRALS
→
WEBSITE
K7
TRACKING
→
BUSINESS ACTIONS
ENQUIRIES
LEADS
BOOKINGS
PURCHASES
OTHER GOALS
MEASUREMENT CONNECTED
ACQUISITION → EXPERIENCE → OUTCOME
TRACKING FOUNDATION
Build the right
Build the right
measurement layer.
Website Analytics
Configure website measurement around traffic, engagement and important visitor activity.
Tag Management
Organise tracking tags and measurement events through a structured implementation.
Event Tracking
Capture important interactions such as clicks, forms, downloads and other website events.
Conversion Tracking
Connect important website actions with measurable business goals.
Campaign Tracking
Structure campaign parameters to better understand traffic and marketing performance.
Reporting Dashboards
Bring important information together into clearer views for ongoing performance review.
DATA QUALITY
Better tracking.
Better tracking.
Better information.
Analytics is only useful when the measurement behind it is structured, relevant and understood.
WITHOUT A CLEAR SETUP
DISCONNECTED
Data without direction.
TRAFFIC
CLICKS
REPORTS
?
Lots of information can still leave important business questions unanswered.
WITH KAPITAL 7
CONNECTED
Measurement with purpose.
OBJECTIVE
→
TRACK
→
INSIGHT
→
ACTION
Measurement is connected to the decisions and outcomes that matter.
THE FOUNDATION
KAPITAL 7 MEDIA
Define the goal.
Build the tracking.
Understand the result.
DEFINE
→
CONFIGURE
→
VALIDATE
→
MEASURE
7
REPORTING & DASHBOARDS
See the data.
Understand the
story.
05 / PERFORMANCE VISIBILITY
Reporting should make performance easier to understand — not harder.
We organise important website and marketing information into clearer views so you can see what is happening, identify patterns and make more informed decisions.
PERFORMANCE DASHBOARD
Important data.
Important data.
One clearer view.
Bring the signals that matter together instead of jumping between disconnected reports and platforms.
01
Focus on relevance. Track information connected to real business objectives.
02
Reduce the noise. Prioritise useful signals instead of unnecessary data.
03
Make it usable. Structure reporting so information is easier to interpret.
KAPITAL
7
MEDIA
ANALYTICS OVERVIEW
TRACKING ACTIVE
PERFORMANCE TREND
Website activity over time
PERFORMANCE VIEW
DISCOVER
ENGAGE
CONSIDER
ACT
KEY SIGNALS
SEARCH
ACQUISITION
PAGE JOURNEY
BEHAVIOUR
CTA ACTIVITY
INTERACTION
CONVERSIONS
BUSINESS ACTION
DATA CONNECTED
ACQUISITION → EXPERIENCE → CONVERSION
WHAT WE REPORT
Focus on the
Focus on the
signals that matter.
Reporting can be structured around the areas most relevant to your website, marketing activity and business goals.
01
VISIBILITY
Website
Performance
Understand overall website activity and how visitors are engaging with your digital presence.
TRAFFIC / ENGAGEMENT
→
02
ACQUISITION
Traffic
Sources
See which channels and sources are contributing to website discovery and activity.
SEARCH / SOCIAL / PAID
→
03
EXPERIENCE
User
Journeys
Understand how visitors move between important pages and interact with website content.
PATH / CONTENT / ACTION
→
04
CAMPAIGNS
Marketing
Performance
Connect campaigns and marketing channels with website engagement and downstream actions.
CAMPAIGN / CHANNEL
→
05
INTERACTION
Events &
Engagement
Review meaningful interactions such as forms, buttons, downloads and other tracked actions.
EVENTS / INTERACTIONS
→
06
OUTCOMES
Conversion
Activity
Understand which website and marketing journeys contribute to meaningful business actions.
LEADS / BOOKINGS / SALES
↗
FROM DATA TO DECISION
Reporting should
Reporting should
lead somewhere.
The goal is not simply to produce reports. The goal is to understand what the information means and where attention may be needed next.
Data
Capture relevant website activity.
Reporting
Bring important signals together.
Insight
Interpret patterns and performance.
Action
Use insight to guide the next decision.
DIFFERENT QUESTIONS. DIFFERENT VIEWS.
Reporting built
Reporting built
around purpose.
Different teams need different information. Reporting can be structured around the decisions each audience needs to make.
01
EXECUTIVE VIEW
Business
Overview
A focused view of key digital performance and important business outcomes.
02
MARKETING VIEW
Channel
Performance
Understand acquisition, campaigns, traffic sources and marketing activity.
03
WEBSITE VIEW
Experience
& Behaviour
Review pages, journeys, engagement and important website interactions.
04
CONVERSION VIEW
Actions
& Outcomes
Focus on enquiries, leads, bookings, purchases and other important goals.
→
THE PURPOSE OF REPORTING
Don't just ask
Don't just ask
“What happened?”
ASK BETTER QUESTIONS
01
What changed?
02
Why might it matter?
03
Where is the opportunity?
04
What should happen next?
REPORTING & INSIGHT
KAPITAL 7 MEDIA
See the signal.
Understand the story.
Make the next move.
DATA
→
REPORTING
→
INSIGHT
→
ACTION