We've been working across the Midwest for years
Real relationships with Dane County and Wisconsin businesses, not a national agency parachuting in with a templated playbook.
Analytics in Madison, Wisconsin
If you've already tried Analytics with another Madison-area shop and it didn't move the number, we'd like to see the data. Most often the strategy was sound but the measurement was broken — and that's the first thing we fix.
What our Analytics program covers in Madison
We build analytics stacks that the next platform change won't break. Server-side GA4 via Google Tag Manager, conversions written into your warehouse, and dashboards that answer business questions — not just expose metrics. If your current setup gives you different revenue numbers in three different tools, that's a problem we fix in the first 30 days.
- GA4 implementation and event-schema design
- Server-side Google Tag Manager (sGTM) on a custom subdomain
- Warehouse pipelines (BigQuery, Snowflake, Postgres) from ad and CRM data
- Looker Studio and Tableau dashboard builds
- Cross-domain and subdomain tracking setup
- Privacy-compliant consent management (GDPR, CPRA)
Why Madison businesses pick Relevant Domain
You own everything we build
Code, creative, accounts, and strategy documents all live in your systems. No proprietary lock-in, no hostage data.
We push back when we should
If a tactic won't work for your business, we'll tell you — even when it costs us scope. Honest scope beats expensive surprises.
Senior people on every account
The strategist on your kickoff call is the strategist who runs your account. We don't do bait-and-switch staffing.
Madison market context
Madison is Wisconsin's state capital and home to the University of Wisconsin–Madison — a research-and-government economy with deep biotech and software roots (Epic Systems sits in nearby Verona, Promega is local, plus a steady stream of UW spinouts). A market that genuinely rewards substance over flash.
Madison-area industries we have direct experience with:
- State government
- Higher education and research (UW–Madison)
- Healthcare and biotech (Epic, Promega, UW Health)
- Insurance (American Family)
- Tech startups
Surrounding markets
Our Analytics clients aren't just inside Madison city limits — we work across Dane County and the broader Wisconsin market.
Also serving nearby Dane County markets:
Frequently asked questions about Analytics in Madison
Do Madison small businesses really need server-side tracking?
If you're spending $3K+/month on paid media, yes — iOS 14, ad blockers, and 3rd-party cookie deprecation are all chipping away at client-side tracking accuracy. The cost is modest (typically under $50/month in Cloud Run) and the data quality lift is meaningful.
Can you connect our offline data?
Yes — POS, CRM, call tracking, and ERP data can all feed into the warehouse and inform digital campaign optimization. This is where most reporting gets interesting.
Why do my Google Ads, GA4, and CRM all show different revenue?
Different attribution windows, different conversion definitions, and different exclusion logic. We reconcile them by writing one source-of-truth event into the warehouse and reporting from there.
Do you do attribution modeling?
Yes — first-touch, last-touch, position-based, and data-driven. We pick the model that matches your sales cycle, then we reality-check it against incrementality tests where possible.
Do you have an office in Madison?
We don't claim an office in every city we serve. Relevant Domain is headquartered in the Elkhart, Indiana area and works with businesses across the Midwest and Great Lakes — including Madison, WI. The work itself is delivered remotely with on-site sessions when they make sense for the project.