Website Analytics

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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
  • Pinpointing search terms that lead 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.


Reasons we partnered with Piwik PRO:

  • GDPR, CCPA, HIPAA Compliance 
  • A Google Analytics alternative that’s less expensive than Adobe analytics
  • Quickly generated pre built and custom reports
  • Flexible dashboards to meet different needs
  • Visitor consent and opt-in options to control the level of trackable data
  • Hosting on-premises or in AWS or Azure cloud
  • Access to a full set of data without sampling

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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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.