Analysis & Measurement · MK2 Creative
Common questions about Google Analytics 4, Google Tag Manager, conversion tracking, and marketing measurement. MK2 Creative sets up and manages analytics infrastructure for businesses across Australia, the UK, and globally.
What is Google Analytics 4 and do I need to migrate?
Google Analytics 4 (GA4) is Google's current analytics platform, replacing Universal Analytics which was retired in 2023. If you're still using Universal Analytics tracking code, it is no longer collecting data. GA4 uses an event-based data model — more flexible than its predecessor — and is required for accurate web analytics going forward.
Why do I need Google Tag Manager?
Google Tag Manager (GTM) lets you deploy and manage tracking scripts — including GA4, Google Ads conversion tracking, Meta Pixel, and others — without modifying your website's code for every change. This makes tracking more reliable, more flexible, and far easier to manage as your marketing evolves.
How do I know if my current conversion tracking is accurate?
Most businesses we audit have conversion tracking issues — whether that's double-counting, missing conversion types, incorrect goal configuration, or conversions attributed to the wrong channel. We conduct a conversion tracking audit covering form submissions, phone clicks, chat interactions, and e-commerce transactions — verifying accuracy using GA4 debugger and GTM preview mode.
What is a conversion and how do you track it?
A conversion is any action a visitor takes that matters to your business — a form submission, a phone call, a product purchase, a document download, a chat message. Each is configured as a distinct conversion event in GA4 via GTM and attributed to the marketing channel that drove it.
What is the difference between GA4 and Universal Analytics?
Universal Analytics used a session-based model — grouping user actions into sessions. GA4 uses an event-based model where every interaction is a discrete event. GA4 also includes cross-device tracking, privacy-first architecture, and native integration with Google Ads and BigQuery.
What do your monthly analytics reports include?
Monthly reports covering channel performance (paid search, organic, social, direct, referral), conversion volumes and costs by channel, top-performing pages and content, and comparison against the prior period and agreed targets. Reports are in plain language with commentary — not raw data exports that require interpretation.
Can you audit our existing Google Analytics setup?
Yes. We offer standalone analytics audits covering GA4 configuration, data stream setup, conversion tracking accuracy, GTM container health, goal and event setup, data integrity checks, and cross-domain tracking where applicable.
What is a custom dashboard and do I need one?
A custom dashboard — typically built in Looker Studio — pulls data from GA4, Google Ads, Search Console, and other sources into a single view showing the metrics that matter to your business. Rather than logging into multiple platforms, you see everything in one place, updated automatically.
How does cross-domain tracking work?
Cross-domain tracking ensures that when a user moves between two domains you own — for example, from your main website to a separate booking platform — the session is treated as continuous rather than restarting. Without it, conversions on the secondary domain appear to come from 'direct' traffic, breaking your channel attribution.
What is GrafBuilder and how does it measure AI visibility?
GrafBuilder is MK2 Creative's proprietary AI visibility tracking platform. It runs automated query sets against the Perplexity API on a monthly basis, scoring each response as cited, partial, or absent. Your citation score is tracked over time as a trajectory chart by service category.
Do you connect analytics to our CRM?
Where possible, yes. Connecting GA4 data to your CRM allows you to track leads from first click through to closed customer — giving you true attribution across your marketing spend. We work with ActiveCampaign, HubSpot, Salesforce, and other CRMs.
How do you measure the ROI of content and SEO?
We track organic search performance via Google Search Console — impressions, clicks, click-through rate, and average position by keyword and page. We combine this with GA4 conversion data to show which organic pages are generating leads or sales. For AIQO content, we track citation score trajectory in GrafBuilder.