Website Analytics

Depiction of a circuit board

Fulcrum Analytics helps organizations evaluate, plan for, and implement website analytics in the context of an overall data strategy. There are many valuable reasons for analyzing website data including (but not limited to):

  • Optimizing the customer experience online
  • Increasing conversion to specific calls to action
  • Tracking campaign response ROI
  • Measuring engagement among visitors
  • Understanding geographic reach
  • Identifying sources of web traffic
  • Identifying search terms leading to site traffic
  • Visualizing cross-channel customer interactions

Fulcrum helps clients choose the right web analytics platform for their particular needs, design the site tagging strategy, and implement the tagging and dashboard reporting structure.


While Fulcrum Analytics is software-agnostic, we have chosen to become an Agency Partner of Piwik PRO which enables us to perform installations of the highly secure and flexible Piwik PRO software with maximum support and insight at the lowest cost to clients.

Team Lead

Andrew Fath

Andrew Fath
SVP, Data Science


Andrew Fath, SVP, Data Science has led data science engagements in a variety of industries including Insurance, Health Services, and Investment Banking. Recent projects include workflow efficiency tools for bond sales and trading, developing reporting tools to prioritize market events, and end-to-end customer analytics for web based services. His work in insurance includes claims analytics, pricing and reserving process improvement, line of business profitability analysis, and management reporting tools.

Prior to Fulcrum, he led a team of analysts as FP&A Manager at a growing startup. Andrew received his Masters in Applied Statistics and a Bachelor of Science as a dual Finance and Economics major at the University of South Carolina.

Recent Thoughts on Website Tagging and Tracking

A Comparison of Open Source Website Analytics Platforms

Which free tagging and tracking platform best fits your needs? Google Analytics? Matomo Analytics? Divolte Collector?

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Comparing Website Analytics Tools: Google Analytics, Adobe & Piwik PRO
Just about every organization has a website to promote their products, services, and capabilities. Like any other digital interaction, visits

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How we have helped clients

Due to impending regulatory changes, an investment bank was seeking to streamline its research team's activities. Fulcrum helped by aggregating data, forming strategies to optimize retention efforts, and building triggers and reports to help the team execute. As part of this effort, Fulcrum utilized open source tools and in-house data capture to improve website tagging to gain insights as to how visitors interacted with the bank’s research articles. The additional details allowed the company to not only refine their retention targeting efforts, but also give feedback to analysts to improve their publications.

An eCommerce platform provider had a homegrown php system for their entertainment industry clients. Initially, they had limited Adobe analytics tagging on their site, but the tagging javascript put into their php template was becoming cluttered and upgrading their system of tagging and tracking was cumbersome. We helped take all of the tagging out of the php templates and put it into a tag manager tool, standardized the capture rules, audited the tagging rules and added more as needed for analysis. Finally, we built a vendor-neutral data layer to notify other marketing tools of capture events and variables.