EdgeAngel is a tracking and web analytics agency, specialised in data marketing and AI, and an independent consultancy. A Google Analytics agency and a Piano Analytics partner, we work as an extension of your team, on a long-term engagement or a one-off project.
We first define what needs measuring, then choose the tool that measures it.
KPI framing and data architecture, based on your goals: acquisition, conversion, retention, product usage.
Selection and configuration of Google Analytics and Analytics 360, Google Tag Manager, Piano Analytics, Segment or Matomo.
Tagging plan and dataLayer, written for your developers and readable by marketing.
QA at every release, event by event.
Full e-commerce tracking, from product view to refund, with values that match what your back office records.
The hard cases: SPA and PWA, logged-in areas, cross-domain (a journey that moves from one domain to another, from the site to the payment funnel for instance).
Campaign naming convention (UTM), that your teams and media agencies actually apply.
Server-side with sGTM or Segment: a relay installed on your own domain, which receives the data before distributing it to the tools. Fewer losses to ad blockers and Safari restrictions (ITP), and control over what goes to each third party.
Aligning collection with consent happens on deployment day. Checking that it stays aligned happens every month.
Regulatory frameworks: GDPR, ePrivacy, CNIL recommendations, and CCPA if you sell outside the European Union.
Vendor and tag audit: who drops what, on which legal basis, and what wrongly fires before consent.
CMP Didomi, OneTrust, Axeptio or custom, connected to tag management so that the user's choice is applied and traceable.
Google Consent Mode v2 and Microsoft Consent Mode, in basic or advanced mode. Choosing between them reflects how you read the legal risk: we set out what each option means for measurement, and the decision is made with your DPO.
Conversion APIs (CAPI), meaning a direct send from your server to the ad platform's server: Meta CAPI, Google Enhanced Conversions, TikTok Events API, LinkedIn, Snapchat, with deduplication that counts each sale once.
Pipelines that feed bidding continuously. ROAS, iROAS or LTV: we steer on the metric that fits your business model.
Matomo Open-source analytics: cloud or self-hosted, full data ownership.
Service offering
What our tracking support covers
01
Audit of the existing setup
We start from what is running: inventory of containers and tags, check of the requests actually sent, comparison between Google Analytics, the ad platforms and your back office, consent status. You receive a list of anomalies ranked by impact, with what to fix first.
02
Tagging plan and implementation
We define with your teams what needs measuring, and we write it into a tagging plan: every event, its parameters, the expected value. Implementing the dataLayer is developer work, which we support, or we set the tagging up ourselves in GTM. Then we configure the container: the tags, their triggers and their variables.
Tailored to your site and your goals, tool-agnostic. Precise for developers, readable by marketing.
03
QA and data quality
QA combines human review and agentic workflows. It helps your technical teams implement the tagging plan accurately, then checks that every request reaches your analytics tools and ad platforms, parameter by parameter.
04
Monitoring and alerts
The data collected also lands in your warehouse, which is what makes real monitoring possible. We set alert rules on volumes, missing parameters and consent rates. The notification goes to Slack, ours and yours.
A Friday release breaks a purchase event. The alert reaches Slack with the expected volume and the observed volume.
05
Run and evolutions of the setup
An EdgeAngel consultant stays embedded in your teams. They keep the collection standard as the site evolves, set up the new tags, connect the new ad platforms and work through the optimisation backlog, on topics agreed together. Every month: data quality, automated audit of the setup, governance meeting.
The setup lives at the pace of the site. The run keeps it reliable, month after month.
Partners
The vendors we work with every day
We are a Google Premier Partner and a Meta Business Partner, partners of Addingwell, Didomi and Piano Analytics, and our consultants are individually certified on Google Analytics. Our Gold status at Didomi gives us access to their resources and their roadmap.
Beyond these partnerships, we work across the tools of the market: Matomo, Axeptio, OneTrust, Eulerian, Segment, Amplitude, Mixpanel, Commanders Act or Snowplow. Which one to use is decided on your context, your existing stack, your regulatory constraints and what your teams already know how to use. Our job as consultants is to adapt to your stack.
Google Premier PartnerAddingwellDidomi GoldPiano AnalyticsMeta Business Partner
With the Capture solution for our reporting and the quality of consultants, our performance reviews have become ultra-clear and relevant. This allows us to manage daily activities and gives us the means to achieve our goals.
Mathias Pestre-Mazieres CEO Blue Horse Group
An acquisition strategy that perfectly secured our high season. Thanks to fine-tuned management of the Google / Meta complementarity, we were able to scale our volumes with controlled profitability.
Lydie Castagnet Marketing & Communication Director Forge Adour
EdgeAngel is not limited to media buying, they give meaning to numbers. They were able to detect weak signals in our data to transform our acquisition and unlock new performance levers.
Valentine Soulès E-commerce Manager Golf One 64
Since the deployment of Capture by EdgeAngel, our SEO team has significantly improved reporting quality and opportunity analysis: the reports are highly performant, with very advanced granularity (+30 million rows in the dataset) and complete team adoption.
Karim Elmlih Head of Organic Acquisition – Growth Qonto
Partners since 2018 on our tracking and privacy challenges (Piano, sGTM, GDPR), EdgeAngel combines sharp technical expertise with rigor. An essential extension of our team to secure and accelerate our complex data projects.
Cédric Tamboise Group Digital & e-Commerce Director Kiloutou
Since 2021, EdgeAngel has been securing our Web & App tracking. Their advanced technical expertise has enabled us to regain full control of our data to effectively drive the evolution of our digital ecosystems.
François Charlet Communication and Digital Marketing Citeo
Situations
When to bring in an analytics agency
Your tools show different numbers
A gap between Google Analytics, the back office and the ad platforms is normal: consent, attribution models and conversion windows differ from one tool to another. When the gap grows for no reason, we often find an event fired twice, or a conversion counted by both the browser and the server.
Your site has just been redesigned, or is about to be
New checkout, CMS change, move to a single page app: the dataLayer is often the first thing to break, and the gap shows up at month-end close.
You are taking over an undocumented setup
An inherited GTM container, tags whose purpose has been forgotten, a tagging plan dating from the previous version of the site.
Consent has shifted your numbers
With Consent Mode v2, part of your conversions can be modelled. The configuration still has to allow it, and you need to read what is measured and what is estimated.
Your campaigns optimise on a weak signal
Google and Meta adjust your bids on the conversions you send back. If that is a click on “place order”, they optimise for clicks.
You are preparing a data warehouse or AI agents
An agent querying a poorly documented table still answers. Confidently, and sometimes wrongly.
Solution
Capture, the data platform that takes over from collection
Once the data is collected properly, it needs bringing together. Capture syncs your ad platforms, Google Analytics and your back office every day, normalises and historises the data, then loads it into a documented warehouse that your dashboards and AI agents can read. You remain the owner of the tools and the data.
Frequently asked questions about our web analytics agency
What does a web analytics agency actually do?
It takes care of how your site produces data: deciding what to measure, writing it into a tagging plan, getting it implemented, checking that collection works, then monitoring it over time. Analysis comes next. At EdgeAngel, our Dashboards & Analytics teams handle it, on the same data.
Analytics agency, freelancer or in-house hire: how to choose?
It depends on the workload and the variety of topics. An in-house tracking manager is the right choice if you have a steady flow of requests and time to train them. A freelancer suits a clear scope on a single tool. An analytics agency makes sense when topics overlap (Google Analytics, consent, server-side, ad platforms, warehouse) and call for several profiles. If you plan to hire, an embedded consultant lets the skills pass into the team before the new person arrives.
How much does tracking support cost?
The budget depends on the number of sites and environments, the debt of the current setup and the chosen format: an embedded consultant by the day or at a fixed price, or a fixed-scope project. The audit often serves to price it on a real basis rather than an estimate.
How long until a new tracking setup is live?
The first data reaches production within a few weeks. What makes this timeline vary is almost always your developers' availability to implement the dataLayer, far more than the tagging plan. If that window is short, we set part of the tagging up directly in GTM to move forward without waiting.
Do you work with our developers, or with our current agency?
With both, and it is the most common case. The dataLayer is implemented by your teams or your web agency, whom we support with a tagging plan written for them. Failing that, we set the tagging up ourselves in GTM.
Why don't GA4, Google Ads and my CRM show the same numbers?
Because each tool measures something different. Google Ads attributes a conversion to the click date, GA4 to the event date. Attribution models differ. Some users refuse consent, and each tool handles that refusal in its own way. Your CRM, for its part, sees cancellations and refunds. A gap is therefore normal. A gap that changes for no reason, or exceeds what these mechanisms explain, usually signals a collection problem.
Which tools do you recommend?
For analytics, Google Analytics, Piano Analytics or Matomo. For tag management, Google Tag Manager on the web and server side. For orchestration, Segment, RudderStack or a data platform such as Capture, when you manage flows between many tools. The recommendation depends on three things: what you need to measure, your regulatory constraints (Piano and Matomo better meet certain sovereignty requirements) and what your teams already use.
Is GA4 enough to analyse a site's performance?
For site-centred analysis, yes: funnels, events, acquisition sources, cross-device audience. As soon as you need to cross-reference with the CRM, track LTV, analyse fine cohorts or study product usage, we pair Google Analytics with a product analytics tool (Amplitude, Piano) and a warehouse, through the BigQuery export.
Is server-side tracking essential?
It makes sense if a large share of your traffic uses Safari or ad blockers, if paid campaigns weigh heavily in your acquisition, or if you want to control what goes to each ad platform. On a site with a small media budget, the gain rarely covers the hosting and maintenance cost.
How do you stay GDPR and ePrivacy compliant?
A properly connected CMP, a tagging plan aligned with consent, Consent Mode v2 (or Microsoft Consent Mode) implemented, a documented vendor catalogue. And regular checks, because compliance is often lost quietly: a new tag added by a media agency that fires before consent, for example.
How do I know my tracking is still reliable?
Tracking breaks when the site changes: a redesign, a new feature, a republished container. Seeing it takes monitoring that compares volumes with what is expected, staging environments and clear governance between marketing, product and tech. We offer both formats: a one-off audit, or a monthly run that includes data quality.
What sets EdgeAngel apart from other analytics agencies?
At EdgeAngel, tracking is a starting point. The same team works on collection, media activation (Google Ads, Meta, LinkedIn, CRM) and data (pipelines, warehouse, AI use cases). A tagging plan designed by consultants who also run campaigns anticipates the signals that bidding will need from the outset.
Premier Partner
Piano Certified
Didomi Gold · Addingwell
Meta Partner
