Agency use case · VertoDigital
A second view of the actions that matter to clients
VertoDigital is building a conversion measurement check with Simple Analytics alongside GA4. The question: how many demo requests, form submissions and downloads does each tool record?
Book a demoOne action. Two measurement paths.
Successful demo request
Example event definition
GA4
Existing collection and consent configuration
Simple Analytics
Independent cookieless event collection
Compare matching counts in Looker Studio
Proposed workflow. Shared triggers do not guarantee equal delivery or complete coverage.
From an agency’s own site to a client playbook
VertoDigital works with B2B technology companies on marketing measurement and pipeline reporting. Its Pipeline Intelligence offering includes Simple Analytics alongside GA4, with a separate role for CRM integration and advertising activation.
The agency’s implementation brief starts on vertodigital.com. GA4, server-side Google Tag Manager, Usercentrics and Looker Studio are already part of the setup. Simple Analytics is installed for pageviews. The next step is to extend the comparison to the website actions the team reports as conversions.
This is a use case in development. The brief describes an internal reference implementation intended to inform client work; it does not yet establish a measured conversion gap or a completed client rollout.
Pageviews are the starting point. Actions are the next question.
A visitor can reject analytics consent and still submit a form. If that action is absent from a report, an agency needs to establish whether the cause is consent configuration, event implementation or the report itself.
VertoDigital’s proposed comparison gives the analyst another count to investigate. It can help answer whether a change in reported conversions is also visible in an independent measurement source. It cannot, on its own, establish the number of unique leads or the amount of revenue a campaign generated.
The deliverable is a comparison the client can understand and the analyst can explain.
Which event was counted, what each tool received, and which differences remain unexplained.
How VertoDigital plans to build the comparison
Define the same action in both tools
VertoDigital’s plan starts with an event map: GA4 names, triggers and parameters, matched to Simple Analytics events. Demo requests, form submissions, downloads and outbound contact clicks are in scope. Each has to mean the same thing in both reports.
Separate the event from the consent check
The plan uses the same underlying website interaction to trigger both tags, while configuring their consent behavior separately. A shared trigger reduces definition drift; it does not guarantee that both tools receive the event. Script loading, delivery and duplicate firing still need checking.
Compare counts in the client report
The proposed Looker Studio view puts matching event counts side by side over the same period. Pageview trends provide context. The aim is to give the client a repeatable measurement check, with each discrepancy investigated before it becomes a business conclusion.
Simple Analytics events must exclude personal data, including emails, hashed emails, user IDs and form-field contents. Review metadata and URLs too. Configure collection for the applicable requirements; do not copy GA4 consent settings into another tag without reviewing what that tag collects.
Make the comparison defensible
- Event definition
- A successful form submission is different from clicking Submit. Use the same completion signal in both tools.
- Counting method
- Compare event occurrences with event occurrences. Do not assume a GA4 key-event total uses the same counting method.
- Collection
- Test accepted and rejected consent, script timing, failed requests, and automated versus custom events that could double-count an action.
- Report scope
- Align dates, time zones, sites and filters. Keep observed event counts distinct from modeled or attributed report metrics.
Denied consent does not always mean GA4 receives nothing. Basic Consent Mode blocks Google tags when consent is denied; advanced Consent Mode can send cookieless pings. Modeling is a separate reporting process with eligibility requirements. Check the actual configuration and report before interpreting a difference. Google’s Consent Mode documentation explains the distinction.
Simple Analytics can also miss events. A larger count is not a validation requirement, and a smaller one is a reason to investigate, not proof of a broken setup. Where available, check successful submissions against form-processing or CRM totals with matching scope, without sending those systems’ personal data to Simple Analytics.
An independent check, with attribution kept in its place
In VertoDigital’s proposed setup, GA4 and BigQuery retain their existing role in attribution and CRM-related reporting. Simple Analytics supplies a separate view of recorded website actions. Its counts do not identify missing individuals or automatically feed additional conversions into bidding algorithms.
Keep the two sources side by side, or aggregate them to a common reporting grain before joining. Do not join them on user or session identifiers, and do not add their totals together: both tools may have recorded the same action.
Are your conversion counts telling the same story?
Run Simple Analytics alongside GA4 in a free 30-day proof of concept. We’ll help you compare the same website actions, check the setup and understand why the counts differ.
Book a demoKeep GA4 and your consent banner in place.