Tracking and Analytics Agency

Tracking is the first stone of your data foundation. It lets you optimise your marketing and your user journeys, and above all send the right signals to ad platforms and expose the right data to your AI agents.

We design and deploy your measurement strategy, for reliable and compliant collection: Google Analytics or Piano Analytics configured, Google Tag Manager web and server, your ad platforms wired in (Google Ads, Meta Ads), then the advanced features activated, enhanced conversions and offline conversions.

Book a discovery call

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.

Our clients The agency

The collection chain

On your site

dataLayer

The layer where your site exposes its events.

view_item
add_to_cart
purchase

Tag management

GTM Web

Tags, variables, triggers
CMP · consent management

sGTM

Server-side send, enriched hits.

Destinations

Analytics and ad platforms

GA4
Piano
Google Ads
Meta CAPI

A standard collection architecture Every link is designed, tested and monitored. That is where the reliability of what you read next is won.

Tracking plan: event summary and dataLayer push specifications with their parameters — The tracking plan Tailored to your web environment and your business goals, tool-agnostic. It carries all the intelligence of the tagging: precise, written for developers, readable by marketing teams.

Conversion QA: summary of tested points, captured request and parameter-by-parameter decoding — The QA pass Every item in the tracking plan is tested live: we check each expected parameter, and that the request actually reaches the tools.

Slack monitoring channel: collection alert, consultant reply, recovery confirmed — The monitoring Tracking breaks when the site changes: a release, a redesigned funnel, a republished container. We watch it, and alerts go to our channel and to the client channel.

Four EdgeAngel consultants at work around a table in the offices — Our consultants Senior experts who are part of your team: you know who works on your setup, and you talk to them directly.

They trust us

Our expertise

Our web analytics, tracking, and data marketing expertise

Web Analytics Solutions & Tool Configuration

As a web analytics agency, we set up a complete and reliable tracking system, designed for your marketing and data challenges.

KPI Definition & Data Architecture: framing web analytics measurement according to your business objectives (acquisition, conversion, retention, product analytics).
Selection and Configuration of Web Analytics & Tag Management Solutions: Google Analytics / GA4, Google Tag Manager, Piano Analytics, Segment, Matomo.
Tagging Plan (tagging plan / dataLayer): design and deployment of a precise, sustainable, and documented collection strategy.
QA & Data Quality Control: systematic verification of events before production to guarantee usable data.
Multi-environment Technical Support: integration on Web, SPA, PWA, with management of complex cases (auth, consent, cross-domain).
Server-side Implementation (sGTM / Segment): strengthening data reliability, reducing tracking loss, reinforced compliance (GDPR/ePrivacy).

Modern Data Stack App Tracking

GDPR, Privacy and Compliance

We align collection with consent, and we verify it stays that way over time.

Respect for international regulations: GDPR, CCPA, ePrivacy, CNIL and other standards in force for compliant tracking in Europe and internationally.
Audit and advice on vendor / tag management: analysis of deployed tools, limitation of non-compliance risks and optimization of marketing triggers without legal exposure.
CMP Implementation (Consent Management Platform): Didomi, OneTrust, Axeptio, custom CMP, integrated with your tagging system for traceable and verifiable consent collection.
Deployment of Google Consent Mode v2 & Microsoft Consent Mode: basic or advanced configuration to maximize conversion while respecting user choices.
Monitoring and compliance maintenance: regulatory evolutions, browser impact, tag and server-side flow audit to ensure continuous compliance.

GDPR & Compliance Cookie Consent

Advanced Media Measurement

We feed platforms what they should optimise against, so your bidding works on your commercial reality.

New customer tracking and conversion scoring: analysis of acquisition behaviors to identify high-potential segments and evaluate campaign performance.
First-party data activation: exploitation of user-provided data (emails, numbers, CRM) and Advanced Matching to improve tracking precision and conversion attribution on all platforms.
Robust server-side tracking (CAPI / sGTM): Meta CAPI, Google Enhanced Conversions, TikTok Events API, LinkedIn, Snapchat integrations with enrichment, normalization, and deduplication for reliable and actionable data.
Media campaign optimization through data: centralization of signals in stable marketing pipelines and real-time activation to maximize ROAS / iROAS / LTV of audiences and bidding strategies.

Advanced Media Measurement Data Activation

Our setup

The main stages of a tracking project

The path of an event: dataLayer, web and server GTM containers, destinations, warehouse

Tagging plan and implementation

We define with your teams what needs measuring, and write it into a tagging plan: every event, its parameters, its 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.

Tagging plan: the specification of one event, its parameters and the expected code — Tailored to your web environment and your business goals, tool-agnostic. It carries all the intelligence of the tagging: precise, written for developers, readable by marketing teams.

QA and data quality

We have built solid processes, combining human review and agentic workflows, for the QA phase. They help your technical teams implement the tagging plan correctly, and verify that requests do reach your analytics tools and your ad platforms.

Tracking QA: one request broken down parameter by parameter, with its verdict

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, and the notification goes to Slack, ours and yours.

Collection alert raised in Slack, with expected volume and observed volume — Tracking can break when your site changes. An alert rule sees it happen, and the notification reaches Slack with enough context to open the topic right away.

Our method

Our web analytics agency approach: tracking at the service of marketing performance

Precise tracking is the foundation of a high-performance web analytics strategy.

More about the agency

01

Audit the ecosystem

We start from what exists: tools in place, tagging plan, tags dropped, server flows, consent status. The audit says what is reliable, what is not, and what that costs today.
02

Deploy the infrastructure

Our expertise as a web analytics agency allows us to deploy a reliable, compliant, and business-oriented tracking infrastructure: GA4, Piano Analytics, Tag Manager, sGTM and server-side.
03

Make it last

Our web analytics agency mission is to guarantee clean, actionable, and sustainable data over time. That is what separates a delivered project from a setup that holds.
04

Feed the decisions

This data fuels your media campaigns, your SEO, your product analyses and your AI use cases with maximum reliability. You decide better, and faster.

Depending on your maturity, the engagement takes the form of a scoped project with documented handover to your teams, or a monthly retainer with data quality and continuous evolutions.

Partnerships and certifications

Vendor partners, certified on Google Analytics

We are 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.

Which tool to use is decided on your context: your existing stack, your regulatory constraints, the maturity of your teams. We also work with GA4, OneTrust, Axeptio, Segment and Matomo.

Addingwell

Didomi Gold

Piano Analytics

Our publications

What reliable collection makes possible

Client case

From booked rides to real margin

+42% margin per completed ride

+26% margin on non-brand Search and PMax

Allocab business case: how we realigned Google Ads bidding (non-brand Search & PMax) from conversion volume to the real margin of each ride. Method, 8-week AB test, results and success conditions.

Read the case Ride-hailing · Mobility

Our expert notes on the subject

All resources

The team

Web analytics support tailored to you

Multiple areas of expertise for every web analytics and tracking need.

Pauline Guibert

Analytics Engineering Expert

Pauline has spent many years supporting leaders in Ecommerce, Transport and B2B SaaS. She optimises user performance tracking strategies while guaranteeing compliance.
Hélène Somdecoste-Lespoune

Data Marketing and CRO Analysis Expert

Hélène supports EdgeAngel clients in dominating their market through optimised data collection. Her expertise in CRO analysis and GDPR compliance transforms user journeys.
Mathieu Lima

Data Engineering Technical Lead

Mathieu designs and implements sophisticated tracking solutions. He optimises user journeys while guaranteeing impeccable technical management.

The EdgeAngel Difference

01.

AI, Data & Marketing
Expertise

Essential for driving and optimizing marketing, maximizing performance, and limiting regulatory risks.

02.

Premium
Consultants

Responsive, proactive with solid and proven expertise in AI & digital marketing data.

03.

Personalized
Collaboration

EdgeAngel adapts to your organization for a tailor-made and efficient collaboration.

Testimonials

What our clients say.

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
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

Our solution

Capture: the modular Data Platform to activate your Marketing & AI data.

Connect your tools to each other and feed your AI and agentic workflows with your data and your business context. Capture augments your existing infrastructure and makes it more efficient: you remain the owner of the tools and the data.

Discover Capture

An independent firm of senior consultants, founded in 2018.

Hubs in Paris, Bordeaux and Barcelona. You know who works on your account, and you talk directly to the consultants who run it.

About the agency Join us

2018: founded
3: hubs: Paris, Bordeaux, Barcelona
8: official partnerships

FAQ

Frequently asked questions about web analytics

What tools do you recommend for web tracking and user performance analysis?

We recommend a combination of high-performance tools for effective tracking:

Analytics: Google Analytics, Piano Analytics, Matomo.
Tag Management: Google Tag Manager (GTM) and Server-side Tag Manager (sGTM).
Orchestration: Segment, RudderStack, Custom Data Platform (e.g. Capture) for the most mature players wishing to manage more complex data pipelines.

These tools allow collecting precise data on user behaviors and measuring the effectiveness of your marketing campaigns.

What is good web tracking and why is it essential for marketing?

Good web tracking allows collecting reliable, complete, and usable data. Without quality data, all analyses (attribution, CRO, AI) become approximate.

Solid tracking:

Guarantees a unified view of the user journey (site, product, acquisition, CRM)
Feeds marketing and business KPIs without bias
Allows optimizing media budgets (Google Ads, Meta, LinkedIn...)
Constitutes the foundation of AI and personalization projects

Imperfect tracking leads to:

Loss of measured conversions and under-optimized campaigns
Business decisions based on erroneous signal
Under-performing marketing ROI

How to guarantee GDPR / ePrivacy compliance in web tracking?

Compliance is not a brake: it is a framework that secures companies. Solid compliance relies on:

A correctly configured CMP (Didomi, OneTrust, Axeptio, etc.)
A tagging plan aligned with consent
A Google Consent Mode v2 or Microsoft Consent Mode correctly implemented
A documented and mastered vendor catalog
Continuous compliance monitoring (and not only at deployment time)

EdgeAngel guarantees privacy-by-design tracking, so that data remains reliable, usable, and 100% compliant.

What is server-side tracking and is it essential today?

Server-side tracking (with sGTM) allows collecting data directly on the server, thus bypassing browser and ad blocker limitations. It answers 3 key challenges:

Data loss due to blockers, ITP, and browser restrictions
Security and control of data flows (no third-party script execution browser-side)
Advanced marketing activation (enriched CAPI integrations for Meta, Google, LinkedIn, TikTok...)

Concrete benefits:

+20 to +60% usable data on certain media platforms
Better quality of campaign optimization signals
Enrichment of conversions (value, basket, product category...)

Is Google Analytics 4 sufficient to analyze site or marketing activity performance?

GA4 is an excellent tool, but it is not always sufficient on its own. It excels for:

Site-centric analysis (tunnel, events)
Acquisition source tracking
Multi-device audience measurement

But it reaches its limits for:

Analyzing product data (Product Analytics)
Exploiting CRM or first-party data
Performing advanced marketing analyses (LTV, complex cohorts)
Directly activating data to media platforms

A complete approach often relies on a hybrid ecosystem: GA4 + Piano Analytics / Amplitude + CRM + Data Warehouse.

How does our web analytics agency differentiate itself from other Analytics agencies?

EdgeAngel is neither a simple Google Analytics partner nor a pure media agency. As a web analytics agency, our approach combines 3 expertises:

Analytics & Web Tracking / Product Analytics / Server-Side
Marketing & Media Activation (Meta, Google Ads, LinkedIn, CRM...)
Data & AI (pipelines, DWH, reverse ETL, AI use cases)

This positioning allows us to connect web analytics to business rather than technique and quickly deploy ROI-generating actions.

How to know if my tracking is still reliable over time?

Tracking naturally degrades (redesigns, new features, tool updates...). That is why it is essential to have:

A data quality process (monitoring of events, conversions, anomalies)
QA environments
Clear governance between marketing, product, and tech teams

At EdgeAngel, we offer either RUN support (monthly + data quality) or a one-off project (audit, redesign).

What happens after tracking implementation?

Two possible options depending on your maturity:

➡️ One-shot project
Tracking redesign, GA4 migration, server-side deployment, GDPR compliance... then documented transfer to the internal team.

➡️ RUN support (most frequent)

Automated data quality
Technical support and tracking evolutions
Media / server-side flow optimization
Contribution to AI / marketing activation / CRO projects

Because robust tracking is never a one-off project: it evolves with the business.

Discuss your project

Get in touch

You leave your details, we get back to you within 24 hours.

A first call to understand your context, and tell you what is feasible and under which conditions.

Contact details
Defining your need
Then we schedule a call

Your details are used to reply to you on this topic. Data protection policy

Or call us directly: +33 1 84 16 42 20

Paul Schmitt

Consulting Director

"Our goal is to make your data actionable to generate concrete value, quickly."