We Report What You Earn, Not Just Clicks
Traffic and impressions are a starting point, not a result. We connect your website, SEO and ads to the calls, leads and sales they actually produce, and tell you what to do next.
Loubane measures marketing by the results that pay your bills: phone calls, form submissions, bookings, online orders, cost per lead and, where it can be tracked, revenue. We set up Google Analytics 4 key events, call tracking, UTM tags, ad conversion tracking and a Looker Studio dashboard, with Law 25 consent in place, then send a plain-language monthly report with clear next steps.
Why most marketing reports leave you guessing
Many business owners in Montreal and across Canada receive a monthly report full of charts: sessions, impressions, reach, followers, click-through rates. The numbers go up or down, but the real question stays unanswered: did this bring me customers, and what did each one cost?
At Loubane, we build every website, SEO campaign and ad account with measurement in mind from day one. Before we talk about rankings or traffic, we agree with you on what a result looks like for your business. For a renovation contractor, that is a quote request or a phone call. For a clinic, a booked appointment. For an online store, a paid order. Everything we track and report flows from that definition.
What we count as a result
We focus on actions that signal real business, then work backwards to the channels that produced them:
- Leads: quote requests, contact forms, consultation requests and newsletter sign-ups where they matter.
- Phone calls: calls from your website, your Google Business Profile and your ads, including call duration where available.
- Form submissions: every form tracked individually, so you know which page and which offer converts.
- Bookings: appointments or reservations made through your booking tool, when it supports tracking.
- Online orders: purchases, order value and products sold on Shopify or WooCommerce.
- Cost per lead: what you spend on ads or campaigns divided by the leads they generate, by channel.
- Revenue, where trackable: e-commerce sales directly, and for service businesses an estimate based on lead value and close rate you share with us.
The tools we use and how they fit together
No single tool sees everything, so we connect several and reconcile them in one place.
- Google Analytics 4 with key events: we configure the events that matter (form sent, call click, booking, purchase) and mark them as key events so they are counted as results, not just activity.
- Google Search Console: shows which searches bring people to your site, which pages appear on Google and where technical issues block visibility.
- Google Business Profile insights: calls, direction requests, website clicks and the searches that surface your listing on Google Maps.
- Call tracking numbers: unique numbers per channel (organic, ads, profile) so a phone call is credited to the source that produced it.
- UTM tags: consistent tagging on emails, social posts, QR codes and partner links, so every campaign shows up correctly in GA4.
- Google Ads conversion tracking: leads, calls and purchases sent back to Google Ads so bidding optimizes for results rather than clicks.
- Meta Pixel and Conversions API, with consent: accurate measurement of Facebook and Instagram campaigns, firing only when the visitor has agreed.
- Looker Studio dashboards: a live dashboard combining these sources, which you can open any time.
Key metrics we track
| Metric | What it tells you | How we track it |
|---|---|---|
| Leads (forms) | How many people asked for a quote or contact | GA4 key events on each form, linked to source |
| Phone calls | How many prospects called and from which channel | Call tracking numbers, GA4 call clicks, Google Business Profile insights |
| Bookings | Appointments or reservations confirmed online | Booking tool events sent to GA4 and ad platforms |
| Online orders and revenue | Sales, order value and best-selling products | GA4 e-commerce tracking, Shopify or WooCommerce data |
| Cost per lead | What each lead costs you by channel | Ad spend from Google Ads and Meta divided by tracked conversions |
| Conversion rate | How well a page or campaign turns visitors into leads | GA4 key events compared to sessions per page and source |
| Organic search visibility | Which searches show your site and how that evolves | Google Search Console queries, pages and positions |
| Lead source | Which channel deserves more budget | UTM tags, GA4 attribution and call tracking |
Your monthly report, in plain language
Every month you receive a short report written for an owner, not an analyst. It answers four questions:
- What happened: leads, calls, bookings or orders, compared with the previous month and the same period last year when data exists.
- Where it came from: search, Google Maps, ads, social, email or referrals.
- What it cost: spend and cost per lead by channel.
- What we do next: specific actions for the coming month, such as a new service page, a landing page test, a budget shift or a review campaign.
The Looker Studio dashboard stays available between reports, and we are happy to walk you through it by call or WhatsApp.
Vanity metrics, and why we do not stop there
Vanity metrics are numbers that look good but do not tell you whether your business grew: impressions, page views, followers, likes, raw clicks or average position on its own. They are not useless. A drop in impressions can warn us early about an indexing problem, and reach matters for a brand launch. But they are signals, not outcomes.
A campaign with fewer clicks and more calls is a better campaign. A blog post with modest traffic that brings three quote requests a month is worth more than a viral post that brings none. We report vanity metrics as context and always connect them to leads, sales and cost.
Privacy and consent come first
Good tracking must respect your visitors and the law. In Quebec, Law 25 amended the private sector privacy act and requires that technologies used to identify, locate or profile a person be turned off by default, with clear information given to visitors. We set up a bilingual consent banner that lets visitors accept or refuse cookies by category, and we configure Google Consent Mode so Google tags respect those choices. The Meta Pixel and Conversions API only send data when consent is given.
We also help you keep your privacy policy aligned with what your site actually collects, and we limit form fields to what you need. We are not lawyers and this is not legal advice, but we build your tracking so it is consistent with Law 25, Canada’s PIPEDA and CASL for email marketing.
How we set it up
We start with a tracking audit of your current site, analytics and ad accounts, then define your key events, install and test every tag, connect call tracking and build your dashboard. Most setups are ready within a few weeks, and the first full monthly report follows once enough data has been collected. Whether your business is in Montreal, Laval, Quebec City, Toronto or anywhere in Canada, the goal is the same: know what your marketing earns you.
Digital marketing services that work together
Your website, SEO, ads and social media should push in the same direction. Explore each service:
Frequently asked questions
Can you add results tracking to a website you did not build?
Yes. We start with an audit of your existing site, Google Analytics, Search Console and ad accounts, fix what is broken, add the missing key events and call tracking, and build a dashboard. Your website does not need to be rebuilt to be measured properly.
What affects the cost of tracking and reporting?
Cost depends on how many channels you use, how many forms, booking tools or stores need tracking, whether you need call tracking, and how detailed the dashboard is. Reporting is usually included in our SEO, ads and maintenance plans. Ask for a free quote and we will scope it for your situation.
How long before I see meaningful data?
Tracking setup typically takes one to three weeks depending on the number of tools involved. You will see results come in right away, but we usually recommend at least one to three months of data before making major budget decisions, especially for SEO.
Who owns the analytics accounts and the data?
You do. We create or connect Google Analytics, Search Console, Google Ads, Meta and Looker Studio under your business accounts and give ourselves manager access. If you ever stop working with us, your data and history stay with you.
Industries we serve
How we report results · Who we work with · Service areas
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