Our Insights

Strong media performance doesn’t just happen. It’s built on data that shows what audiences actually do after clicking or viewing an ad. At Lewis Media, this is the foundation I help clients build every day through thoughtful tagging and analytics implementations and by following analytics tagging best practices.

What Tagging & Analytics Mean in Simple Terms

Tagging is essentially keeping score of the important plays happening on a website.

When someone fills out a form, makes a purchase, signs up for more information, or views a key page, a tag records that action, much like marking a hit, run, or RBI in a softball game.

Analytics is what happens after the straightforward scorekeeping. It’s reviewing the scorebook to understand what plays are working, which players (or in our case, channels) are driving results, where the strategy needs to shift, and how to create more scoring opportunities.

If you’ve ever tracked a softball or baseball game pitch-by-pitch in GameChanger or an old-school scorebook, you know the value of accurate scoring. Without it, you can’t evaluate performance or make smart adjustments. I have kept score for all three of my daughters’ games, and the coaches are always grateful to have accurate stats to look back on. Tracking in digital media works the same way.

How This Fits into the Media World

Every channel, including: search, social, display, video, retail media, and more, depends on accurate scorekeeping and clean website tracking. Without good tagging, understanding media performance becomes guesswork.

With clean tracking, campaign performance metrics become accurate and meaningful. Campaigns can then be optimized confidently, budget can move to tactics that actually convert, audiences can be refined, and creative can be tested and improved. Proper tagging connects every media decision back to real outcomes, not assumptions, and helps marketers measure the effectiveness of a digital marketing campaign with confidence.

Why This Matters to Any Business

Accurate tracking impacts your bottom line. If conversions aren’t recorded properly, it may appear that a campaign isn’t working even when it’s driving strong results or the reverse. Reliable scorekeeping (tracking) makes the value of your marketing campaigns clear.

Accurate data shows where to double down and where to pivot. It’s the same idea as moving a consistent hitter up in the batting order in a softball game. You put your best performers where they can make the biggest impact. In marketing, this means using digital marketing performance metrics and marketing key performance indicators to guide every decision.

Ensuring your business is relying on accurate metrics is an ongoing process. Key actions should be tracked correctly, analytics should be reviewed regularly, tracking should be validated after site updates, and insights should guide and shift your media plan. This includes using the right conversion tracking setup, applying UTM tagging best practices, and ensuring your Google Analytics (GA4) implementation is set up correctly.

Lewis Media’s Point of View

We believe measurement should be intentional and the results should be understandable.

Our philosophy is simple: when the score and stats are accurate, the strategy becomes clear. Following Google Tag Manager best practices, proper pixel tracking, and accurate Google Analytics web tracking ensures that every strategic decision is supported by trustworthy data.

We implement tagging setups that focus on what truly matters to each client so the data reflects real business goals rather than noise.

What the Lewis Media Team Brings

We manage tracking implementations through GTM for GA4, CM360 and DV360 floodlights, social pixels, Google and Microsoft Ads tags, and more. Our work spans everything from initial website tracking tags to full Google Analytics tracking setup.

From there, we conduct thorough quality assurance, troubleshoot issues, validate conversions, and ensure the entire setup performs reliably over time. We don’t just install tags. We ensure your entire measurement ecosystem is connected, clean, and trustworthy.

Recommendations for Businesses

Start with a strong tracking foundation. Identify the actions that reflect real value to your business. Audit your setup regularly. Keep your tagging structure clean and intentional. And let analytics insights guide every media decision. Whether you’re evaluating digital marketing performance metrics, optimizing campaign performance, or learning how to measure marketing performance overall, accurate tracking should be at the core.

Call to Action

If your tracking hasn’t been reviewed recently, or your reporting doesn’t match what you’re seeing on your site, now is the time to connect with Lewis Media for a tagging and analytics review. We’ll ensure that your online tracking is accurate so that you have reliable data to use for making strategic media decisions.